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.