“…The nonprofessional investor acts within a market-world that only makes sense to an outsider in the light of the relevant market(ing) knowledge: it illuminates and explains their actions. At the same time, the marketing knowledge captures and binds the investor to an investment service provider, through a discourse of possibility and change, through bodily affect and a carefully staged resistance to professional finance, and through the elaboration of divisions between different kinds of investor, so that being a follower of, for example, Elliott and Pivot at the same time would mean holding on to almost contradictory sets of belief about the way the market works (Roscoe & Howorth, 2009). Attachments are developed through specialised knowledge, embedded in proprietary tools, through the deployment of symbolic expertise by the celebrities of the investment service world, and through the emotional and intellectual commitments -the affects -that must be made by individual investors.…”