Abstract
Consumers develop their own logics in order to solve or at least to be able to withstand tensions between knowledge and everyday activities. This article therefore explores the question of how empirical cultural studies can approach this production of coherence at the subject level. With “everyday logics“, a conceptual approach is designed that makes it possible to approximate intellectual conclusions in different fields which bring existing knowledge and realities of life into harmony. Using seven key assumptions, everyday logics are conceptualised and exemplified on the basis of narrative interviews. The article argues that everyday logics are of great relevance because they form that essential part of consumer practice that is geared towards integrating knowledge situationally into everyday contexts and developing individual calls to action from it.