Consumer culture

During the 20th century, market goods came to dominate American life, and for the first time in history, consumerism had no practical limits.

[1] The challenge for the future is to find ways to revive the valid portion of the culture of constraint and control the overpowering success of the twentieth century.

[2] Social scientists Arthur Berger, Aaron Wildavsky, and Mary Douglas have suggested that there are four political and consumer cultures possible in a democratic society: hierarchical/elitist, individualist, egalitarian, and fatalist.

[3] To improve the effectiveness of advertisements, people of various age groups are employed by marketing companies to increase the understanding of the beliefs, attitudes, and values of the targeted consumers.

A quote by Shah states that "The sophistication of advertising methods and techniques has advanced, enticing and shaping and even creating consumerism and needs where there has been none before".

[5] The men were highly valued workers, such as barbers, butchers, farmers, and lumbermen who brought income into the house.

The wives of these men completed various tasks to save money which included, churning butter, fixing clothes, and tending the garden.