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"Imagining Consumers is the first book to tell the story of American consumer society from the perspective of mass-market manufacturers and retailers. It relates the trials and tribulations of china and glassware producers in their contest for the hearts of working- and middle-class women, who by the 1920s made up more than 80 percent of those buying mass-manufactured goods.
Following a model pioneered by Josiah Wedgwood during Great Britain's eighteenth-century industrial revolution, successful American manufacturers closely collaborated with retailers to sort out consumer priorities and tailored their products accordingly.
In contrast, companies that tried to stimulate desire, reshape taste, and encourage profligate spending by using the tools of persuasion - mass advertising, extravagant styling, and installment selling - found their efforts thwarted, for consumers refused to buy products that they did not really want."--BOOK JACKET.
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Previews available in: English
Showing 5 featured editions. View all 5 editions?
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1
Imagining Consumers: Design and Innovation from Wedgwood to Corning
2020, Johns Hopkins University Press
in English
1421437244 9781421437248
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2
Imagining Consumers: Design and Innovation from Wedgwood to Corning
2020, Johns Hopkins University Press
in English
1421437252 9781421437255
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3
Imagining Consumers: Design and Innovation from Wedgwood to Corning (Studies in Industry and Society)
June 19, 2002, The Johns Hopkins University Press
Paperback
in English
- New Ed edition
0801869145 9780801869143
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4
Imagining consumers: design and innovation from Wedgwood to Corning
2000, Johns Hopkins University Press
in English
0801861934 9780801861932
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5
Imagining Consumers: Design and Innovation from Wedgwood to Corning (Studies in Industry and Society)
December 17, 1999, The Johns Hopkins University Press
Hardcover
in English
0801861934 9780801861932
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Book Details
First Sentence
"BETWEEN THE CIVIL WAR and World War II, the United States emerged as an industrial giant and a consumer society."
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