Questions about value and its emergence stand at the core of many disciplines across the social sciences and the humanities. This is how, today, we have philosophical reflections on value, we enjoy pragmatic definitions given by economists, structural approaches specific for sociology and subjectivist approaches typical for psychology, and even get to be annoyed by rhetorical takes on the notion employed in political discourses and mass-media communication. Value, it is claimed, is “produced”, it “exists”, can be “increased”, and sometimes (unfortunately) is “lost”. But who exactly are the actors of value creation, maintenance and loss and where exactly do we need to look to find value and measure it? These, it seems, are pressing questions for any student of marketing and consumer behaviour.