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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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Consumer Professionals in the Depression

Consumer Professionals in the Depression

(p.221) Chapter 7 Consumer Professionals in the Depression
Sold American

Charles F. McGovern

University of North Carolina Press

The Depression brought conflicts among professional consumer experts and widespread movement to fight for a variety of consumer aims emerged. This chapter outlines how advertisers and consumerist reformers fought over regulatory proposals, the right to represent consumers, and the direction of mass consumption. Consumers' Research entered into an open battle with corporate enterprises and spearheaded anti-market sentiments and challenges to business prerogatives. At the same time, advertisers played a leading role in the war against New Deal regulation and the emergent consumer movement.

Keywords:   Depression, consumer experts, advertisers, consumerist reformers, regulatory proposals, Consumers' Research, corporate enterprises, New Deal

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