Market Research & American Business, 1935-1965

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Market research reports and supporting documents regarding the American consumer boom of the mid-20th century.
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Adam Matthew Digital - VPAT report
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This resource is a collection of market research reports and supporting documents of Ernest Dichter, a highly respected consumer analyst and market researcher. These documents cover some of the most well known brands of the time, and pertain to reports commissioned by advertising agencies and other businesses. Some of the industries covered are advertising, clothing, financial services, household goods, office supplies, and tobacco. Document types include proposals, pilot studies, reports, memos, letters, plus supporting material.

Users can gain access to the content through the basic search function, the advanced search function (which includes multiple combinable with variables such as keywords, title keywords, commissioned by, company, or brand; and limiters such as date range, document type, industry, language and primary versus secondary sources), and browsable lists available by document time and industry. There's also a timeline for key events and an ad gallery. This product is NOT included in the Adam Matthew Digital Archive Explorer search tool.

Laurier Library purchased this resource which became newly available in 2014. It was called "American Consumer Culture" until late 2017.

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Subjects covered:
  • Business
  • North American Studies
  • Psychology
  • Sociology
Alternate titles:
American Consumer Culture