“…Instead, people 'inhabit multiple subject positions within a financial ecology in ways that conform, diverge and subvert neoliberal versions of the responsible, financially self-disciplined individual' (Coppock 2013, p. 479). Second, as Deville's (2012Deville's ( , 2014) study on debt collection highlights, when shifts in everyday subjectivities do take place, it does not happen through the conscious adoption of a more rational (and risk-aware) outlook, but largely through embodied, partly emotional, partly rational processes through which anxiety over debt is experienced and acted upon. Similarly, others (Araujo et al 2010, Vargha 2011, Deville 2014, McFall 2014 have questioned the dichotomy of cold calculation and warm consumer world, showing that relationship and affect have become strategies of financial firms to generate (re)-attachment.…”