American Consumer Culture, 1935-1965

摘要

American Consumer Culture, 1935-1965, an Adam Matthews digital database, features valuable insight into people's purchasing behaviors and the impacts of marketing in the twentieth century. Most of the database content is taken from the Ernst Dichter Papers collection housed at the Hagley Museum & Library. To enrich this digitized collection, Adams Matthews has added a visually appealing chronology that provides context to advertising trends, an advertisement gallery and a glossary to assist with understanding the documentation. Although I would have liked to see a larger representation of market research, Dichter's collection of papers provides a useful overview of research on consumer behaviors and trends. Unlike many other market researchers of that time, Dichter explored the value of qualitative research data; he conducted in-depth interviews and went beyond surveys. The work that channeled out of his Institute for Motivational Research helped support advertisement campaigns for big companies such as Exxon, Mattel Toys and Frito-Lays.