American Consumer Culture, Market Research and American Business, 1935-1965

American Consumer Culture provides a unique insight into the American consumer boom of the mid-20th century through access to the complete market research reports of Ernest Dichter, the era’s foremost consumer analyst and market research pioneer. The collection is a treasure trove of information on some of America’s best known brands, containing thousands of reports commissioned by companies such as Philip Morris, Chrysler, Exxon and CBS on consumer goods ranging from tobacco and broadcasting to cars and hotels. This collection will provide researchers of consumer culture, business, advertising, marketing and psychology with a wealth of documentation, allowing for diverse – and multilateral – approaches from a range of academic disciplines.