Imagining Consumers: Design and Innovation from Wedgwood to Corning

SKU: 0801869145

By Regina Lee Blaszczyk

"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 working- and middle-class women, who made up more than 80 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.

  • 408 pages; softcover
  • Published in 2002 by Johns Hopkins University Press
Height 9.00 inches
Width 6.25 inches