Imagining Consumers : Design and Innovation from Wedgwood to Corning / / Regina Lee Blaszczyk.
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 wan...
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Language: | English |
Series: | Studies in industry and society.
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Physical Description: | 1 online resource (1 online resource (xiii, 380 pages :); illustrations, plates). |
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Other title: | Cinderella Stories -- China Mania -- Beauty for a Dime -- Fiesta! -- Better Products for Better Homes -- Pyrex Pioneers -- Easier Living? -- Essay on Sources. |
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Summary: | 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."--Jacket. "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. |
Bibliography: | Includes bibliographical references and index. |
Hierarchical level: | Monograph |
Statement of Responsibility: | Regina Lee Blaszczyk. |