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Originally published in 1999. Imagining Consumers tells for the first time 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 the working- and middle-class women who made up more than eighty percent of those buying mass-manufactured goods by the 1920s. Based on extensive research in untapped corporate archives, Imagining Consumers supplies a fresh appraisal of the history of American business, culture, and consumerism. Case studies illuminate decision making in key firms—including the Homer Laughlin China Company, the Kohler Company, and Corning Glass Works—and consider the design and development of ubiquitous lines such as Fiesta tableware and Pyrex Ovenware.

Table of Contents

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  1. Cover
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  1. New Copyright
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  1. Half Title
  2. p. i
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  1. Series Page
  2. p. ii
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  1. Title Page
  2. p. iii
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  1. Copyright
  2. p. iv
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  1. Dedication
  2. p. v
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  1. Contents
  2. p. vii
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  1. Acknowledgments
  2. pp. ix-xiii
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  1. Half Title 1
  2. p. xv
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  1. Introduction
  2. pp. 1-13
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  1. 1. Cinderella Stories
  2. pp. 14-51
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  1. 2. China Mania
  2. pp. 52-88
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  1. 3. Beauty for a Dime
  2. pp. 89-125
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  1. 4. Fiesta!
  2. pp. 127-167
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  1. 5. Better Products for Better Homes
  2. pp. 168-207
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  1. 6. Pyrex Pioneers
  2. pp. 208-248
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  1. 7. Easier Living?
  2. pp. 249-271
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  1. Conclusion
  2. pp. 272-276
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  1. Plate 1
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  1. Plate 2
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  1. Plate 3
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  1. Plate 4
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  1. Plate 5
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  1. Plate 6
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  1. Plate 7
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  1. Plate 8
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  1. Plate 9
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  1. List of Abbreviations
  2. pp. 277-281
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  1. Notes
  2. pp. 283-343
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  1. Essay on Sources
  2. pp. 345-363
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  1. Index
  2. pp. 365-380
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Additional Information

ISBN
9781421437262
Related ISBN
9781421437255
MARC Record
OCLC
1135424508
Launched on MUSE
2020-01-10
Language
English
Open Access
Yes
Funder
Mellon/NEH / Hopkins Open Publishing: Encore Editions
Creative Commons
CC-BY-NC-ND
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