Winner of the Hagley Prize in Business History from The Hagley
Museum and Library and the Business History ConferenceSelected by
Choice Magazine as an Outstanding Academic Title 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.
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