Introduction: a genealogy of affect in market thinking -- Affect as capitalist being: bridging the materialist traditions -- Adam Smith and Karl Marx: the founding fathers and their foundations -- John Maynard Keynes and Thorstein Veblen: reimagining the founding legacies -- friedrich Hayek and Theodor Adorno: reactions from displaced capitalist subjects -- Milton Friedman and John Kenneth Galbraith: the battle for public and political influence -- Conclusion: Rhetoric, biopolitics, and the capacity for anticapitalist agencies