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Sold AmericanConsumption and Citizenship, 1890-1945$
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Charles F. McGovern

Print publication date: 2006

Print ISBN-13: 9780807830338

Published to North Carolina Scholarship Online: September 2014

DOI: 10.5149/9780807876640_mcgovern

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Redefining Consumption At Consumers' Research

Redefining Consumption At Consumers' Research

(p.186) Chapter 6 Redefining Consumption At Consumers' Research
Sold American

Charles F. McGovern

University of North Carolina Press

Consumers' Research (CR), the first consumer products-testing organization, was founded specifically and directly in opposition to advertising. This organization was engaged in a struggle to redefine the meanings and practices of consumption in the late 1920s and early Depression years. This chapter discusses the how Consumers' Research challenged the claims of advertisers to represent, portray, and address consumers. The organization continually emphasized the need for consumers to be better informed about goods and aid in their spending. They also attempted to inoculate consumers against sales strategies, advising them to purchase goods only when they felt fully ready.

Keywords:   Consumers' Research, CR, advertising, consumption, advertisers, consumers, spending, sales strategies

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