Index

Note: The letter ‘n’ following the locators refer to notes cited in the text.

Aalto, Alvar, 156ABC (American Broadcasting Company),

202activism

consumer, 103–5political, 126

Adams, Samuel Hopkins, 219, 222Adenauer, Konrad, 254Adorno, Theodor W., 8, 83n47, 171–73,

175, 176, 182advertising

analyses of, 5, 176, 178basic processes of, 96brand-name, 107n18creativity and, 96, 98n13enjoyment of goods and, 174feedback loops and, 93–94fictional characters and, 101–2fruit and vegetable consumption and,

241Graham and, 200herbal medicine and, 221impact of, 41in Japan, 57manipulation in, 37modernization of, 95–99Nazi Germany and, 139, 253professionalization of, 100–103propaganda and, 140of proprietary medicine, 218–19religious, 197–98

advertising agents, 96–97, 98, 101

Advertising the American Dream(Marchand), 102

Advertising, The Uneasy Persuasion(Shudson), 41

AEG company, 254, 257affluence

advertising and, 41in America, 37in Germany, 174Nazi vision of, 136–37religion and, 198rise of, 24sustainability and, 111

Affluent Society (Galbraith), 161Affluenza (De Graf ), 38Africa, 69–80

consumer culture in, 6decline of consumption in, 72–73holistic approach to, 73–75lack of adapted goods in, 69local contexts of, 75material possessions in, 75–78precolonial imports to, 74–75

African Americans, 4, 197agency, human, 70agrarian protectionism, 129agricultural goods, 63, 235agricultural production, 232, 233agricultural research, professionalization

of, 9, 234–35, 238, 241air travel, 202, 203alcohol, 43, 219–20

268 ● Index

Algeria, 178–79alienation, 173–74, 176“alternate attendance” system, 53aluminum, 119aluminum cans, 112Aly, Götz, 252, 260American exceptionalism, 44, 196Americanization, 44, 149

see also anti-Americanism;westernization

American Medical Association, 218American Revolution, consumer politics

and, 43American Tobacco Company, 97, 108n33,

255Annales school, 114Anslinger, Harry, 224anthropology, consumption studies and, 6,

77, 78anti-Americanism, 180

see also Americanizationanticommunism, 180anticorporatism, 114antinuclear movement, 113antipollution rhetoric, 113Antonioni, Michelangelo, 185Anxieties of Affluence, The (Horowitz),

114apartments, 60apocalyptic critics, 182–84“Apocalyptic and Integrated Intellectuals:

Mass Communications and Theoriesof Mass Culture” (Eco), 182

Appadurai, Arjun, 70, 71Applebee, Joyce, 43appliances, efficiency of, 112, 113appropriation, cultural, 78–79architects, 58Aristotle, 182Armour Company, 104Arnould, Eric, 75, 76Aron, Cindy, 41–42art as counter to alienating technology,

173arts and crafts, Japanese, 58Ascona, Switzerland, 117aspirin, 213Atlantic City, 42Aunt Jemima, 101

Austria, 19, 25–26authentic play, 173–74autobahn, 142–43automobile industry, 44, 92–93, 103, 113,

118automobiles

as alienating, 173–74in Japan, 60–61rise of chain supermarkets, 156tourism and, 116–17

autonomyof business-state relationships in Nazi

Germany, 260in the LAW, 73

Ayers, James C., 107n19

Balbier, Uta, 8–9Baldwin Locomotive Works, 105–6Ballard, Martha, 214, 215Barrows, Cliff, 204Barth, Heinrich, 75Barthes, Roland, 8, 171–72, 176–80, 181,

186–87Bartrams, 211Baudrillard, Jean, 22, 77Beach, Wooster, 214beautification societies, 117Bebel, August, 129, 136Beckert, Sven, 118behavioral strategies, 70Belize, 76Belk, Russell, 71belonging, 200, 206Benedict, Ruth, 181Benson, Susan, 41Berghoff, Hartmut, 7, 10, 21, 126Berliner Freiheit, 156Berlin, Germany, 133Bernays, Edward, 175Bernecker, Walther, 17Bertalanffy, Ludwig von, 105–6Bess, Michael, 114Betty Crocker, 101Bibles, 197, 200bicycles, 57, 78big box stores, 45, 150, 155, 157, 164Billy Graham Evangelistic Association

(BGEA), 201biodiversity, loss of, 115–16

Index ● 269

Biological Reichsanstalt, 238biological roots of consumption, 45–46Birth of a Consumer Society, The

(McKendrick, Brewer, andPlumb), 20

black market, 130, 131, 132, 139Blake, Eugene Carson, 206Blaszczyk, Regina Lee, 42, 90–91, 92, 100Blue Guides (Hachette, pub.), 179Böhme, Hartmut, 229Bok, Edward, 219, 222Bondanella, Peter, 186Bond novels (Fleming), 185Boorstin, Daniel, 38, 44Bourdieu, Pierre, 22, 70, 77bourgeois society, 177, 179, 182

see also Rotary Clubs in Germanyboycotts, 43–44branding of foods, 231Breen, Tom, 43Bremen, Germany, 156, 157–58Brewer, John, 20“bright life” (akarui seikatsu), 59Britain, 2, 17–18, 20, 24–25, 26,

27, 118Brown, Elijah P., 198Brown, John K., 105–6Brüning, Heinrich, 133–34Bryce, James, 116Buffet, Bernard, 180Building a Housewife’s Paradise

(Deutsch), 41Building the National Parks (McClelland),

117“bulk” manufacturers, 91, 95Burke, Timothy, 77business history

consumption research and, 21, 25,89–106

definition of “modernization,” 96integration of, 97interactive system approach to, 90

business leadersmass consumption and, 253see also Rotary Clubs in Germany

business operations, practical problemswithin, 89–90

buyer lists, 138

Calder, Alexander, 184Cameroon, 76Campbell, Colin, 76–77Campbell Soup Kids, 102Caniff, Milt, 186cannabis, 223–24cape aloes, 214capitalism, power of, 172–73Capp, Al, 186Captains of Consciousness (Ewen), 41carbon dioxide concentration, 120–21Caribbean, sugar production in, 118Carlson, W. Bernard, 105Carrier, James, 73Carter, Jimmy, 114cartoon figures in advertising, 101–2Case, Clinton Pierce, 91Cash, Johnny, 201celebrities, religious conversion and,

200–201censorship, 133, 253ceramics, 75Certeau, Michel de, 19, 22, 26, 79Chandler, Alfred D., 96“changing needs,” 77Charitè hospital, 232Chicago Tribune, 195children and consumption, 42China, 52chocolate, 25Christian Democratic Union (Germany),

172church, 181, 199–200

see also religionChurching of America, 1776–2005, The:

Winners and Losers in Our ReligiousEconomy (Finke and Stark), 197

cinemas, 141citizens

as clients, 27as consumers, 127, 175see also consumer citizenship

Civil Rights Movement, 4civil society, 126Clarke, Sally H., 92, 103class

consumption and, 21, 25, 182religion and, 203–6revival meetings and, 198

270 ● Index

class—continuedsymbolic power of goods and, 179see also bourgeois society; middle class

clinical drug trials, 219, 223closed works, 184, 186clothing, 54, 56, 57, 59, 60, 78–79Club of Rome, 111, 112coca, 223Coca-Cola, 2, 40, 97, 140, 217, 223cocaine, 223coding of goods, 26coffee, 119Cohen, Lizabeth, 26, 41, 43, 103–4, 127,

158–59, 160Cohen, Mickey, 200Cold War, 20, 126–27Colgate-Palmolive, 178collective actions, 25Cologne, Germany, 158, 159colonies

consumer protests and, 126France’s relationship to, 176, 178–79

Columbia Guide to AmericanEnvironmental History (Merchant),114

Comaroff, Jean, 78–79comic strips, analysis of, 184–85commerce, compatibility with religion,

197commercialization

of downtown shopping streets, 160of leisure, 173of public space, 175–76public sphere decline and, 158of religion, 196–99

commercial space as social space, 158–60Commissioner for Price Formation

(Germany), 138, 139commodification

cultural process of, 9of entertainment, 57of herbal medicine, 211–12, 217of religion, 8–9, 197of romanticized past, 62

commodity history, 7, 81n19, 118–19communication, consumption as, 76–77communism, delegitimation of, 24communist countries, former, 24

comparative analysis of consumptionpatterns, 19, 44

comparative history, 17–18compatibility of business-state

relationships in Nazi Germany,259–60

competence, consumer, 103“Competition” (Nelson), 99Coney Island, 42confidence, consumer, 99–105, 108n29conformity, social, 40, 184, 186connotation, 177conservation movements, see

environmentalismconservatism, 161“conspicuous consumption,” 76, 199consumer activism, interactive systems

and, 103–5consumer agencies (Verbraucherkammern),

126, 131“consumer capitalism,” 126consumer citizenship, 10, 26, 104, 138,

160–62, 176, 178–79consumer cooperatives, 21, 26, 62, 129,

132consumer culture

in Africa, 6appeal of interactions, 102–3business history and, 89–106emulative spending and, 20, 37feedback loops in, 90–95in Germany, 10interdisciplinary approach, 105in Japan, 5–6mass consumption and, 70“mass culture” and, 37religion and, 196social isolation and, 40traditional, 77in United States, 9–10

consumer democracy, 38consumer desires, efficiency and, 38, 39,

112–13consumer education, 239–40consumer goods, see goodsconsumer history courses, 40consumer interests, 104, 143

Index ● 271

consumerismas alien import, 51–52environmental toll of, 111Graham’s acceptance of, 204–5immigrants and, 38premodern, 53–56as Western invention, 64

consumer organizations, 18, 23consumer preferences, 92, 105consumer protection agencies, 126, 138consumer protests, 7, 126consumer research, 94–95consumer rights movements, 42, 43consumers

alienation of, 176manipulative marketers and, 93as political actors, 42–44, 129

consumer societiesas knowledge societies, 9, 229vs. mass consumer societies, 24religion in, 196–99role of plants and animals in, 114–16spatial transformation of, 150

consumer spending, 103–4“consumers’ republic,” 104, 127Consumers’ Republic, A (Cohen), 26, 41“consumer-taxpayers,” 161consumption

alternative approaches to, 73biological roots of, 45–46Cold War and, 126–27as communication, 76–77comparative analysis of, 19concepts of citizenship and, 160–62conformity and, 40connection with lifestyle, 117–18continuities of in Africa, 74–75as emulation of aristocracy, 20environmental history and, 6–7, 13n17,

61, 111–21, 142–43, 163–65ethical, 3, 27, 71, 126, 135European historiography and, 17–27families and, 42fascist dictatorships and, 249in former communist countries, 24generational differences of, 25growth of, 72–73identity formation and, 199intellectual dimension of, 8

jeremiad against, 37–38local adaptations of, 150metaphors of, 205morality and, 3national histories of, 18–19National Socialism and, 137, 249–61normalized, 252overwork and, 37paradigm shift, 1as partial loss of control, 70political history and, 7–8, 26–27, 43,

125–44, 161procurement and, 73–74public places of, 151public vs. private, 161questioning of, 62rational approaches to, 58reasons for increased interest in, 1–2religious behavior and, 206–7role of in future, 26as science-based, 229shortcomings of, 71–73significance to social order, 70as social action, 81n19as softening factor, 83n47states’ role in, 127subsistence, 129symbolic acts of, 4as systematic act of manipulation of

signs, 22virtual, 141–42, 144in West Germany, 156–57see also Africa; consumption geography;

consumption politics in Germany;European historiography; gender;green consumption; Japan; massconsumption; suburbs; UnitedStates

“consumption control,” 252consumption geography, 149–65

economic implications of, 155–58environmental costs of, 163–64

consumption historiographyin Africa, 69–80cross-cultural comparisons, 44expansion of, 44–46in Japan, 51–64in the United States, 37–46

“consumption junction,” 105

272 ● Index

consumption politics in Germany,127–44

“consumptionscapes,” 71consumption studies

anthropology and, 77business history and, 21history of science and, 9macroeconomic dimension of, 72–73

Continental Can Company, 108n33continuity

of African consumption patterns,74–75

of business-state relationships in NaziGermany, 260–61

conversions, religious, 200–201cookies, internet, 94–95corn, 115–16, 231corporations

as interactive organizations, 6language and power, 179–80shift to, 41social responsibility of, 3

Cottolene brand, 231Counter Cultures (Benson), 41Country of the Pointed Firs, The (Jewett),

215country stores, 41Cowan, Ruth Schwartz, 105, 113Cowles, Calvin, 216creativity, 96, 98n13creolization, 78Cronon, Bill, 115cross-cultural comparisons, 44Cross, Gary, 5Crutzen, Paul J., 121cultural appropriation, 78–79cultural studies, 1, 5, 44–45, 125culture

low vs. high, 177, 183, 185–86, 187as symbolic act, 178

“culture houses,” 58“culture industry,” 8, 182–83“Culture Industry, The: Enlightenment as

Mass Deception” (Adorno andHorkheimer), 172

“Cultures of Consumption” researchprogram, 20

Cuno, Wilhelm, 254currency controls, 137

“customer consumers,” 127customer service, German Rotary Clubs

and, 255“cynical relativism,” 181

dam construction, 117data-gathering strategies, 100Daunton, Martin, 20, 26, 126Davensport, Stewart, 196Debeir, Jean-Claude, 120Debord, Guy, 22debt, 44, 141Decision magazine, 201, 205Degussa company, 254deindustrialization, 1–2

see also industrializationdemand-oriented economics, 134–35

see also supply-side economicsdemocracy, consumer, 38denotation, 177department stores, 18–19, 23, 41,

45, 253depoliticization of citizens, 27desexualization, 178desires of consumers, 38, 39, 113“detergent wars,” 178Deutsch, Tracey, 41Dialectic of Enlightenment (Horkheimer

and Adorno), 171, 182“Dialectics of Rationalization, The: On

Pauperization in Production andConsumption” (Habermas), 174

Dichter, Ernest, 38diets, 19, 23, 25, 39, 57, 60

see also food“Dirt and Smut Law” (Schund- und

Schmutzgesetz) (Germany, 1926), 133dishware, 90–91Disney, 42Disneyland, 42, 156n40distribution of consumer goods,

quantitative analysis of, 23–24domesticated animals, narrowing gene

pool of, 115Douglas, Mary, 70, 77“Down and Out Downtown” (Time

magazine), 156Downs, Anthony, 163

Index ● 273

downtown commercial districts, 41,152–53, 156

drug reform, 222, 224drugs, 27Duke, James Buchanan, 108n33Durkheim, Émile, 39Dutch Touring Club, 23

East Germany, 126, 164see also Germany

eating patterns, see diets; foodEclectics, 214ecoconsumerism, see green consumptioneconomic historians and lack of

communication with culturalhistorians, 44–45

“economic miracle” in Japan, 59–61,67n36

economicsdemand-oriented, 134–35supply-side, 133, 198

economic stabilization, 132–34Eco, Umberto, 8, 171–72, 180–86,

186–87, 189n41educational system, Japanese, 57education, consumer, 239–40Edwards, Jonathan, 196, 204efficiency of products, 112–13electrical goods in Japan, 60, 61electricity and consumption, 139Electro campaign (Germany, 1934–35),

139electronic age, advertising in, 41Eli Lilly company, 213Ellerbrock, Karl-Peter, 21Ellwood, Robert S., 198“Emergency Program” (Sofortprogramm)

(Germany, 1932), 134empirical studies, 77–78employment in Japan, 59emulative spending, 20, 37Encyclopedia of World Environmental

History, 114“End Is at Hand, The” (Eco), 181–82energy projects, 113engines, diesel, 78England, 2, 17–18, 20, 24–25, 26, 27,

118entertainment, religious, 198, 203–4

entertainment technologies, 199entrepreneurs, 20, 41n22, 197environmental history, consumption and,

6–7, 13n17, 61, 111–21, 142–43,163–64

environmentalism, 114, 116, 163envy, 41, 127Erhard, Ludwig, 257Erzberger Finance Reform (Germany,

1920), 132ethical consumption, 3, 27, 71, 126, 135Eucken, Walter, 254Europa bauen (Montanari), 17European historiography, 17–27

lack of, 17–18overemphasis of American impact, 18public consumption and, 44separation of consumer and mass

consumer societies, 24trade with Africa, 74see also France; Germany; Nazi

GermanyEuropean Institute for Food History, 25evangelicals, consumer culture and, 196Evans, Sterling, 119evolutionary history, 7, 114–16Ewen, Stuart, 41exceptionalism, American, 44, 196exclusion, shopping centers as locations of,

160expenditure on consumer goods, 58,

59–60, 68n47

face-to-face business transactions, 100,101

Factor Four (Club of Rome), 112“fair consumption,” 71fair trade, 3, 27Fair Trade Law of 1896 (Germany), 129family enterprises, 23“Family of Man, The” exhibit, 179“fashion intermediaries,” 90–91, 100

see also intermediariesfast-food practices, 25Featherstone, Mike, 70Federal Housing Administration (United

States), 156feedback loops, 90–95, 102–3, 105Feiffer, Jules, 185

274 ● Index

fertilization, chemical, 230, 234festivals, 174Fett, Sharla M., 215fictional characters in advertising, 101–2Fifties Spiritual Marketplace, The

(Ellwood), 198films, Hollywood, 133, 141Finke, Roger, 197First Great Awakening, 196, 197Fleming, Ian, 185flexible production, 96–97, 98, 99Flink, James, 44focus groups, 100Food & History journal, 25food

concerns about industrially processed,235–36

control structures of, 129frozen, 239, 240German imports of, 137preservation of, 235processed, 240quality assurance of, 238rationing of, 131, 138safety of, 62scientific knowledge and, 230–31shortages of, 130–31, 137–38social history and, 25standardization of, 231see also fruit and vegetable consumption

in GermanyFood Law of 1927 (Germany), 131food riots, 21food supply, 26–27, 128–30Forcing the Spring (Gottlieb), 114Ford, Henry, 92–93, 133, 135, 255Fordism, 133, 251foreign trade, 137“Form as Social Commitment”

(Eco), 183Foucault, Michel, 23Four-Year Plan of 1936 (Germany),

137–38, 239, 252Fowler, Nathaniel, 101France

collective actions in, 25“consumer capitalism” in, 126consumer culture theory in, 176–80consumption history, 17–18, 20, 22

eating practices in, 19environmental history in, 114

Francks, Penelope, 5–6Frankfurt School, 8, 126, 174, 175, 182Frank, Thomas, 39fraud, medicine makers and, 219freedom, decay of, 83n47free time, 175

see also leisureFreud, Sigmund, 251Friends of the Unrighteous Mammon

(Davensport), 196frozen food, 239, 240“frozen speech,” 177, 179–80“Fruit Garden Colony,” 117fruit and vegetable consumption in

Germany, 231–41advertising and, 241growing levels of, 232–35, 233preservation of, 235processing of, 238rise in, 240as “weak” food, 235, 236, 241

“Führer principle,” 256fundamentalist rhetoric, 204Funk, Casimir, 236

Galbraith, John Kenneth, 24, 37, 161,162

Gallup organization, 257gambling, 43Gell, Alfred, 72gender, 25, 42, 58, 241

see also womengene pools, 115General Motors, 92–93general systems theory, 106generational differences in consumption,

25geographic displacement of goods, 18geography of consumption, see

consumption geographyGer, Gülitz, 71German Agricultural Society, 234German Democratic Republic (GDR), see

East GermanyGerman Historical Institute (GHI), 3“German Weeks,” 239

Index ● 275

Germanyconservation movement in, 116“consumer capitalism” in, 126consumer culture theory in, 10,

172–76consumption history, 17–18, 20–22consumption politics in, 27, 127–44consumption regulations in, 130economic stabilization in, 132–34environmental history in, 114, 116,

117food crisis in, 130–31food imports, 137food patterns in, 19, 231food policy in, 238–39Four-Year Plan of 1936, 137–38marketing of agricultural goods in, 235market research in, 257“massification” in, 251nutrition in, 9, 230–42observations on consumption in, 134pig species in, 115professionalization of agricultural

research, 234–35public spheres in, 159–60rearmament drive, 137revolution of 1918–19, 131rise in retailing space, 158social control in, 127–28standard of living in, 129see also East Germany; fruit and

vegetable consumption; NaziGermany; West Germany

Germany, Federal Republic of, see WestGermany

Gershiere, Peter, 81n19Gesellschaftsgeschichte (history of society),

77GfK (Gesellschaft für Konsumforschung), see

Society for Consumer Researchgift giving, 61Giggie, John M., 198ginseng, 216, 217Glickman, Lawrence, 43, 104global warming, 111“God and Golf” (Graham), 205Goebbels, Joseph, 137, 141Gold Dust Twins, 101golfing, 205

Goodman, Douglas, 77goods

advertising and enjoyment of, 174agricultural, 63, 235biographies of, 72coding of, 26communicated meaning of, 38distribution of, 23–24erotic dimension of, 183expenditure on, 58, 59–60, 68n47functions served, 45geographic displacement of, 18imbalanced flow of, 71industrially produced vs. locally made,

76–77manufactured, 63role of in defining status, 39–40specifically adapted, 69symbolic value of, 126, 178–79traditional, 62, 66n16, 68n47transformation of, 78

Gottlieb, Robert, 114governments, language and power of,

179–80Graham, Billy, 8–9, 180, 195–96,

200–207acceptance of consumerism, 204–5race and, 203–4as salesman, 205–6use of the media, 200–203

Graham, Franklin, 206Graham, Ruth, 202–3Grazia, Victoria de, 44, 150, 178, 254Great Awakening, First, 196, 197Great Depression, 43, 133Great Divergence (Pomeranz), 52“Great Family of Man, The” exhibit, 179green consumption, 7, 114, 117–18green rhetoric, 112Grieve, Maude, 224Gruen, Victor, 153, 154, 159n60Grzimek, Bernhard, 116gum, chewing, 45gute Policey (“good policy”), 127

Habermas, Jürgen, 8, 13n25, 171–72,172–76, 186n24

Hachette publisher, 179Hahn, Hans Peter, 6

276 ● Index

Hamblen, Stuart, 200Handbook of Church Advertising (1921),

197Hannover, Germany, 162Hansen, Karen, 79Hapag Lloyd, 149, 151, 154Hardwick, M. Jeffrey, 41Harrison Narcotics Act (United States,

1914), 223Harvey, David, 164Haupt, Heinz-Gerhard, 5Haustein, Sabine, 17–18Hayes, Peter, 252Hay, Margret, 79healers, local, 214–16Hearst, William Randolph, 175Heath, Deborah, 79Henkel, Hugo, 254Henthorn, Cynthia Lee, 41herbal medicine, 211–25

commercial importance of, 213–14commodification of, 9, 211–12, 217decline of, 224development of a market, 216–17inflated advertising of, 221markets and, 213–14professional care and, 213revival of, 225use of alcohol in, 219–20see also medicine

Hermans, Heinz, 158Hetch Hetchy campaign, 117highway beautification, 118highway construction, see roadshiking, 116Hilton, Matthew, 20, 26, 27, 114, 126Hippie Handbook (Cain), 118Hirsch, Eric, 78historical disciplines, integration of

consumption in, 6–8Historic Preservation Act (United States,

1966), 167n40Hitler, Adolf, 135–37, 138, 142, 143,

172, 249, 252, 259Hohenzollern monarchy, 7Holiness Movement, 197holistic approach to consumption history

in Africa, 73–75, 80Homer Laughlin China Company, 91

Honduras, 119Hopkins, Claude C., 94horde walking (Hordenwandern), 116Horkheimer, Max, 8, 83n47, 171–73,

175, 176, 182Horowitz, Daniel, 8, 10, 37, 39, 114Horowitz, Roger, 115“Hour of Decision” radio program, 201,

202household technology, efficiency and, 112,

113housewives, 58–59, 62, 138housing in Japan, 58, 59Hugh-Jones, Stephen, 77Hundhausen, Carl, 257hunger, 21, 131hunger tariffs, 129hyperindividualism, 258hyperinflation, 131

identityconsumption and, 199Japanese, 58regional, 21

IG Farben company, 254Ikea, 164Imagining Consumers: Design and

Innovation from Wedgewood toCorning (Blaszczyk), 90

immigrants, consumerism and, 38import duties, 129–30imported goods, 76–77, 78income, disposable, 161income hierarchy, American, 45individualism, 38, 39, 40, 200, 258industrialization, 5, 57

see also deindustrialization“industrial miracle,” 6industry, 181“Industry and Sexual Repression in a Po

Valley Society” (Eco), 181inflation, 131, 253innovation, 22–23, 107n22Institute for Commercial and Urban

Planning (Institut Gewerbebetriebe imStädtebau), 154

Institute of Social Research, 172integrated critics, 182integration of business, 97

Index ● 277

intellectuals’ relationship with popularculture, 8, 181–84

interaction patterns, see feedback loopsinteractive system approach, 90, 93–94,

95, 104–6interests, consumer, 104, 143intermediaries, 94

see also “fashion intermediaries”International Commission for Research

into European Food History, 25International Harvester, 108n33internet, 94–95, 107n20interviews, 201“iron triangle,” 241, 242Irresistible Empire (de Grazia), 44, 150irrigation development, 55Isherwood, Baron, 70isolation, social, 40, 199Italy, 22, 23, 25, 180–6

Jacob, Heinrich Eduard, 119Jacobs, Jane, 41, 159Jacobs, Meg, 43, 104Jahrbuch für Wirtschaftsgeschichte journal,

21–22James, Harold, 17James, Jeffrey, 73jams, fruit, 238, 239Japan, 5–6, 51–64

conflict with United States, 58“economic miracle” and, 59–61,

67n36hidden consumer in, 63impact of “Westernization” on, 56–59,

66n20“lost decade” and, 62neglect of consumer history, 52postmodern consumerism in, 51, 63premodern consumerism in, 53–56Western impact on, 56–59

Jewett, Sarah Orne, 215Jewish business owners, 253job-creation programs, 133, 134–35,

139John Birch Society, 186Johnson-Hanks, Jennifer, 76Judt, Tony, 172juices, fruit, 238, 239, 240Jungle, The (Sinclair), 104

Just, Flemming, 25J. Walter Thompson (JWT) Company,

95, 102

Kaelble, Hartmut, 17Kafka, Franz, 184Kalamazoo, Michigan, 153Kaplan, Steve, 19Karo brand, 231Kassel, Germany, 152, 158Katona, George, 38Kaufhof department stores, 140, 257Kazan, Elia, 180Keeling, Charles David, 120Keeling Curve, 120–21Kellogg’s brand, 231Kelly, Grace, 185Kenya, 79Kickapoo Indian Medicine Company,

222kimonos, 54, 57, 59King, Martin Luther, Jr., 114, 204knowledge, organizational, 18knowledge societies, 9, 229König, Wolfgang, 21Korff, Gottfried, 75Krippendorf, Jost, 116Kurlansky, Mark, 118

labeling regulations, 131, 137, 221ladies’ groups, 104Laird, Pamela W., 6, 41, 218Landschaftsfresser, Die (Krippendorf ), 116land-use patterns of retailing, see

consumption geographylanguage

continuity in, 260–61power and, 179–80religious, 205see also rhetoric

Lassiter, Matthew, 161, 163Lauritzen, Lauritz, 160Laux, James, 44laws, sumptuary, 54Leach, William, 41, 197League of Nations, 236Lears, Jackson, 39, 41, 219Lebensraum (living space), 135, 137

278 ● Index

Lebensreform (Life Reform) movement,117

Lebergott, Stanley, 38Le Bon, Gustave, 251legislation, consumer-oriented, 102,

103–5leisure, 41–42, 54, 57, 60, 139–40, 173,

175“Less Affluent World” (LAW), 71, 73, 75,

76–77Leyel, Hilda, 224licensing, medical, 220Liebig, Justus von, 211, 230Life magazine, 195, 202Life Reform (Lebensreform) movement,

117lifestyle and consumption, 117–18Light-Green Society, The: Ecology and

Technological Modernity in France,1960–2000 (Bess), 114

Li’l Abner comic strip, 186Limits to Growth (Club of Rome), 111literary criticism, 176, 186Little Orphan Annie comic strip, 186living space (Lebensraum), 135, 137Loewy, Raymond, 174Logemann, Jan, 7–8, 10, 44LOHAS (“Lifestyle of Health and

Sustainability”), 117–18loneliness, 199Look magazine, 206Los Angeles Times, 195“lost decade” in Japan, 62luxury consumption, 27, 136Lydia Pinkham’s Vegetable Compound,

220–21, 224Lynd, Helen Merrell, 224Lynd, Robert, 224

macroeconomic dimension ofconsumption, 72–73

Macy’s department store, 255Madison Square Garden, 195magazines, 57, 59, 60, 202mail order catalogs, 41, 212Main Street USA, Disneyland’s, 156,

167n40Main-Taunus Center, 149

Mall Maker: Victor Gruen, Architect of anAmerican Dream (Hardwick), 41

malls, 41, 158–59Manau Loa Curve, 120–21Manau Loa Observatory, 120Mann, Thomas, 254Mann, Wilhelm, 257manufactured goods, 63Marchand, Roland, 41, 94, 102“market empire,” 44marketing

of agricultural goods, 235Graham and, 200problems of, 91–93

market integration of fruits and vegetables,240

Market, Morals, and Religion (Imber, ed.),196

market research, 257markets, herbal medicine and, 213–14Marling, Karol Ann, 42Marschall, Luitgard, 119Marshall Field’s department store, 255Martineau, Pierre, 94Marxism, 22, 129, 172, 174, 182mass comfort and socialism, 136mass consumption

business leaders and, 253consumer culture and, 70desire and, 39German Rotary Clubs and, 254–56historical alternatives to American-style

geographies of, 151natural commodities and, 115Nazi Germany and, 250–52pedestrian malls and, 151political dimension of, 160–63spatial layout of societies, 149–65symbolic meanings of, 8

mass cultureapocalyptic intellectuals and, 183conspicuous consumption and, 199consumer culture and, 37denunciation of, 186politics of, 186rise of in Germany, 131see also popular culture

mass evangelism, 8, 195–207“mass and flow” producers, 91

Index ● 279

“massification,” 251mass media, 133, 175–76“mass men,” 251, 258mass tourism

environmental impact of, 116–17Nazi Germany and, 139–40see also tourist consumerism

mass transit, see public transportation“master race,” 135, 137, 141, 143material pleasure vs. simplicity, 38–39material possessions in Africa, 74, 75–76Mather, Cotton, 214Matt, Susan, 41Mauch, Christof, 118Mazola brand, 231McClelland, Linda Flint, 117McCormick, Cyrus Hall, 97McGirr, Lisa, 198McGovern, Charles, 43McKendrick, Neil, 20McNeill, John R., 121McRobbie, Angela, 72Mead, Margaret, 181meat eating, 56Meat Inspection Act (United States,

1906), 104meatpacking, 104media

Nazi Germany and, 140–41religion in the, 201–3see also mass media

medical care as part of housekeeping,215

medicalization, 212medicine

advertising and, 219domestic, 214–16labeling regulations of, 221marketing and advertising of, 211over-the-counter, 220pharmaceutical industry and, 9, 213,

216–17proprietary, 218–22regulation of, 212see also herbal medicine; self-dosing

medicine shows, 221–22Mennen Company, 97, 102Mennen, Gerhard, 95, 100merchandizing of religion, 198–99

Merchant, Carolyn, 114Merck company, 213Merck’s 1901 Manual of the Materia

Medica, 213Merki, Christoph Maria, 118–19Merton, Robert, 94Mexico, 119middle class

Graham’s portrayal of, 195, 202–3racial integration of, 161religion and, 199–201, 203–4religious language and, 205see also class

Middletown (Lynd and Lynd), 224Midwife’s Tale, A (Ulrich), 214military research, 199Miller, Daniel, 70, 127Miller, Joseph, 72Mintz, Sidney, 18, 45, 70, 77, 118misappropriation, 79

see also appropriation, culturalMix, Tom, 101Model T Fords, 40Modern Herbal, A (Grieve), 224–25modernism, 96, 99, 100, 259

see also postmodernismMöhring, Maren, 25money, devaluation of, 131Montanari, Massimo, 17Monte Verità, 117Montgomery Ward department stores,

257Moody, Dwight L., 196, 198Moore, Laurence, 197moral consumption, see ethical

consumptionMorley, David, 78Mother Siegel’s Curative Syrup, 218motivation research strategies, 94–95motorization in Nazi Germany, 142–43“Mountain of Truth,” 117Mr. Peanut, 101muckracking magazines, 104multitasking, 46Munich, Germany, 19, 154, 159, 162myth, 177–80Mythologies (Barthes), 171, 176–80, 181“Myth Today” (Barthes), 177

280 ● Index

Nader, Ralph, 113, 114Nakanishi, Satoru, 56National Biscuit Company (NABISCO),

98, 101National Council of Churches, 200, 206national histories of consumption, 18–19,

44National Oceanic and Atmospheric

Administration (United States), 120National Socialist Party (Germany), 134

the autobahn and, 142–43consumption and, 7, 137, 249–61food policy of, 238–39German Rotary Clubs and, 254–56interest in United States, 250–51see also Nazi Germany

nation-statespolitics of consumption and, 19role in consumption, 127

Native Americans, 222Nature’s Metropolis (Cronon), 115Nazi Germany, 249–61

advertising and, 139, 253business-state relationships in, 259–61consumer education and, 239–40consumption politics and, 138as dictatorship of deprivation, 137dissolution of German Rotary Clubs,

256diversity of business interests in, 253food policy, 238–39ideology of, 10incompatibility of American capitalism

in, 255–56mass consumption and, 250–52mass tourism and, 139–40motorization and, 142–43promise of mass consumption, 136,

251–52propaganda in, 141prosperity in, 135radio and, 140–41, 252rail networks and, 143shortages and, 143–44skepticism of American market

capitalism, 258–59standards of living in, 135, 143United States as object of curiosity to,

259

virtual consumption and, 141–42vision of affluent society, 136–37see also National Socialist Party

(Germany)needs

development of, 76–77mobilization of, 174

neighborhood centers in West Germany,156–58

Nelson, Eliza, 215Nelson, Richard R., 99neoliberalism, 20, 125Netherlands, 2, 22–23, 25New Deal, 127New Labour Party (Britain), 27“new moralism,” 37New Nutrition Science, 236newspapers, 57, 202Newsweek magazine, 195New York Public Interest Research Group,

114New York Times, 149, 195, 198Niethammer, Lutz, 21Niger, Republic of, 75–76Nolan, Mary, 250Nonnenbruch, Fritz, 136“non-rational” motivations, 94normalcy, narratives of, 261normalized consumption, 252Norwood’s Tincture, 218nostalgia in Japan, 62nuclear power plants, 113nutrient paradigm, 230–31

see also fruit and vegetable consumptionin Germany

nutritional knowledge, 241nutritional propaganda, 237, 239Nütznadel, Alexander, 25N. W. Ayer & Son, 98

objects of desire, affluence and, 174Offer, Avner, 44Office of the Commissioner for Price

Administration (Germany), 138Ogersby, Bill, 42Olympic Games (1936), 255Olympic Games (1972), 154Open Work, The (Eco), 184open works, 184, 186

Index ● 281

opium, 213, 217, 223Oppenheim family, 254organizational knowledge, transfer of, 18Ortega y Gasset, José, 251overwork, consumption and, 37

Packard, Vance, 37, 39, 114Papen, Franz von, 133parents and consumption, 42Paris Match magazine, 177, 179Parke-Davis company, 213, 223–24parking spaces, 154, 155Parkin, Katherine, 41patent medicine, 218, 219–20

see also proprietary medicinePatten, Simon, 39pauperization, 174Peace with God (Graham), 204Peale, Norman Vincent, 199Peanuts comic strip, 185peasants, consumption practices of, 25–26peddlers, 54pedestrian malls (Fussgängerzonen)

environmental impact of, 163as part of public sphere, 159–60revival of downtown shopping districts

and, 152–53in the United States, 152–54in West Germany, 151–52, 154–55

Peiss, Kathy, 42People of Plenty (Potter), 37“people’s community” (Volksgemeinschaft),

10People’s Radio, 140–41“peripheral countries,” 73Peruvian bark, 214, 217pessimism, social-Darwinist, 135pesticides, 235, 238Pharmaceutical Era, The, 223pharmaceutical industries, 9, 213, 216–17Philip Morris company, 255photojournalism, 202pig species, 115Pinkham, Dan, 221Pinkham, Lydia, 101, 221placebo effect, 219planned obsolescence, 114plastic, 78, 199play, authentic, 173–74

play as work, 173Plumb, J. H., 20Pocketbook Politics (Jacobs), 43Poetics (Aristotle), 182political actors, consumers as, 129political consumer activism, 2, 42–44, 126political dimension of mass consumption,

160–63, 186political history, consumption and, 7–8,

19, 26–27, 40, 125–44political organizations, 26political regimes, consumer protests and,

126political stability, 127Pollan, Michael, 115–16Pollock, Jackson, 184pollution, 113Pomeranz, Kenneth, 52pomology, 233Pont St. Esprit, France, 19Pope, Daniel, 218–19popular culture, 37, 181–84, 185

see also culture; mass culturepostmodernism, 2, 20, 63

see also modernismPotter, David, 37, 44poultry production, 115Power of Positive Thinking, The (Peale),

199power relations

bourgeois society and, 177, 179of capitalism, 172–73imbalanced flow of goods and, 71symbols and, 179–80see also appropriation, cultural

preachers as salesmen, 197predictability, see standardized productionPreliminary Imperial Economic Council

(Germany), 131prescriptions, 218, 222–23preserved food, 236, 238–39, 240Prestholdt, Jeremy, 79price controls, 43, 138, 140, 252Principles of Successful Church Advertising

(1908), 197Printers’ Ink trade journal, 98–99printing technologies, 97Prize, The (Yergin), 120processing, industrial, 235–36, 238

282 ● Index

Proctor & Gamble, 97, 178procurement and consumption, 73–74Prodöhl, Ines, 118productivity, mobilization of needs and,

174product safety, 62products, see goodsprofessional care, herbal medicine and,

213progress, scientific development as, 217Prohibition (United States, 1920–33), 39promotional strategies, 97, 100–103propaganda, 135, 139, 141, 142, 237, 239proprietary medicine, 218–22protectionism, agrarian, 129Protestant Ethic and the Spirit of

Capitalism, The (Weber), 196protests

consumer, 129, 130environmental, 113–14social, 128student, 162

psychoanalysis, 199public concerns of industrially processed

foods, 235–36, 238public consumption, 7, 44, 161, 162, 163

see also public sphere; publictransportation

public health advocates, 104public policy, 43–44, 132public relations specialists, 101public sphere

decline of through commercialization,158–59

transformation of, 13n25, 175–76public transportation, 7, 153, 154, 156,

161, 162n75purchasing decisions, 99purchasing power, 43Pure Food and Drug Act (United States,

1906), 104, 219, 221, 222Puttkamer, Joachim von, 24

Quaker Oats, 97, 101quality assurance, 27, 62, 238quality reductions, state-sanctioned,

138–39quantitative analysis, 17–18, 23–24,

40–41

quinine, 214Quinn, Eithne, 42

raceGerman Rotary Clubs and, 255–56Graham and, 203–4integration of in middle class, 161riots, 153, 156

“racial value,” 135, 137racism, 141radio, 59, 107n20, 133, 140–41, 201, 252radio broadcasting, 101radio plays, experimental, 173Rafinesque, C. S., 211rail networks, 57, 114, 143, 232–33Rainier, Prince of Monaco, 185Ralph Lauren clothing, 206rational consumption and socialism, 127rationing, 138“reactionary modernism,” 259reconstruction associations

(Aufbaugemeinschaft), 157–58recycling quotas, 113Redclift, Michael, 45reform

consumer, 104drug, 222, 224

refrigerators, 60, 240, 252regime changes, 126, 128regulation

consumer confidence and, 100, 105food, 237of food supply, 26–27medical licensing, 220of medicine, 212, 221, 222–24in Nazi Germany, 130, 131, 137of retail markets, 42–43

religionadvertising and, 197–98advertising language and, 205affluence and, 198class and, 199–201, 203–6commercialization of, 196–99commodification of, 8–9, 197consumption patterns and, 206–7as entertainment, 198, 203–4in the media, 201–3

religious revival meetings, 195–96, 197,198, 205–6

Index ● 283

reputations, personal, 100, 101–2Resor, Stanley, 95resorts, 41–42resource use, 7, 111, 112, 120restaurants, 57retail businesses, number of, 157retailers’ associations, 138retailers, small, 156retailing

decline of, 41government regulation of, 42–43land-use patterns in, 155–58in Tokugawa Japan, 54

rhetoricantipollution, 113fundamentalist, 204green, 112see also language

Rhetoric (Aristotle), 182Riesman, David, 173, 175riots, 21, 130, 156Ritzer, George, 44, 77roads, 118, 142–43, 199Roosevelt, Franklin D., 4Rosanvallon, Pierre, 22Rotary Clubs in Germany

business-state relationships, 259–61dissolution of, 256“mass men” and, 258National Socialism and, 254–6United States and, 10, 256

Rothacker, Erich, 13n25Rudorff, Ernst, 116rural communities and consumption,

25–26, 55, 56Rusby, Henry Hurd, 223Rush, Benjamin, 214Russell, Edmund, 115Rutz, Henry, 77

saccharin, 119safety, product, 62Sahlins, Marshall, 74Sales Law of 1933 (Germany), 138salesmen

Graham as, 204–6preachers as, 197

sales reports, 92–93Sampson, Henry, 98

Sandgruber, Roman, 26Satisfaction Guaranteed (Strasser), 41Satterthwaite, Ann, 41Saussure, Ferdinand de, 176Scanlon, Jennifer, 42scarcity, 24Schildergasse, 159Schivelbusch, Wolfgang, 119Schleicher, Kurt von, 133Schleichwege (hidden paths), 24Schulz, Charles, 185Schumacher, Ferdinand, 101Schütze, Günther, 154scientific development as progress, 217scientific history and consumption studies,

9scientific knowledge, food and, 230–31,

236scientists, 9Scranton, Philip, 91Sears Roebuck department stores, 212,

257Second Book (Hitler), 136Sedlmaier, Alexander, 150self-control, 38–39self-dosing, 214–16, 220–21, 222, 224self-help guides, 199“self-identification,” 185self-service stores, 18, 23, 155, 157, 240self-stylization, 202–3Selling God: Religion in the Marketplace of

Culture (Moore), 197semiotics, 177Senegal, 79sense data and consumption, 45–46Serengeti Must Not Die (Grzimek film),

116service societies, 199In the Servitude of Power (Debeir), 120Seven-Year Plan, Soviet (1958–65),

126sewing machines, 60Shakers, 216–17, 218, 223Shammas, Carol, 40Sherwin-Williams Company, 97shopping, American-style, 41shopping patterns, 156

284 ● Index

shopping spacesin Japan, 57as locations of exclusion, 160number of retailers and, 157as social spaces, 158–59, 168n60in West Germany, 7–8, 10see also big box stores; department

stores; malls; pedestrian mallsshopping streets, 150

see also pedestrian mallsShopping Towns USA (Gruen), 159shortages

food, 131, 137–38Nazi Germany and, 143–44, 252, 253

Shudson, Michael, 41Siemens firm, 254signified, 177signifier, 177signs, 22, 177Silverstone, Roger, 78Simon, Bryant, 42simplicity, 38–40, 133Sinclair, Upton, 104Singer, Isaac, 97skepticism, consumer confidence and,

104–5Sloan, Alfred P., Jr, 92Sloanism, 45Smith, Mark M., 46smuggling of goods, 24soap, 77social action, consumption as, 81n19social capital, 100–103, 104social change, open works and, 186social control in Germany, 127–28Social Democratic Party (SPD)

(Germany), 21, 129–30, 143, 162,172

social differentiation, 25–26, 77social history, consumption research and,

25social insurance, 128social interactions, public places of

consumption and, 151socialism, 127, 136social order, significance of consumption

to, 70social protests, 128social reconciliation, advertising and, 139

social responsibility in Graham’s message,204–5

social space, commercial space as, 158–60Society for Consumer Research

(Gesellschaft für Konsumforschung,GfK), 10, 250, 256–61

Society for the Promotion of GermanPlant Breeding, 234

“Sociological Notes Concerning theRelationship of Work and Leisure”(Habermas), 175

Sögestrasse, 157–58Soluri, John, 119Sonderweg (special path), 21Soper, Kate, 126South Africa, clothing in, 78–79Southern Baptist, 195, 197space

malleability of, 7representations of, 150

spa towns, 117SPD, see Social Democratic PartySpiekermann, Uwe, 9, 21Spittler, Gerd, 73sponsorship, 221Stage, Sarah, 220standardized production, 96–97, 98, 136,

217, 231, 237standards of living, 52, 129, 135, 143, 175Stark, Rodney, 197Stars Christian Fellowship Group, 200statistical analysis, 94status, role of goods in defining, 39–40Stearns, Peter, 39, 74Steffen, Will, 121Stehr, Nico, 229Steinmetz, Willibald, 27Stern, Jon, 41–42Steve Canyon comic strip, 186Stiftung Warentest, 114Stockhausen, Karlheinz, 184store hours, 43stores, spatial layout of, 150Strasser, Gregor, 134Strasser, Susan, 9, 41structural adjustment programs (SAP), 73structuralism, 22Structural Transformation (Habermas),

175–76

Index ● 285

“Structure of Bad Taste, The” (Eco),185–86

student protest movement, 162study tours, 154Sturdivant, Frederick, 156subsistence consumption, 129suburban shopping centers, 154Suburban Warriors: The Origins of the New

American Right (McGirr), 198suburbs

American environment movement and,163

conservatism and, 161creation of, 151, 199as homogenous, 159public spending, 155zoning regulations and, 155, 156

Sudan, Republic of, 78sugar, 45, 118–19sumptuary laws, 54Sunday, Billy, 196, 198, 202, 204, 205Superman comic strip, 184, 185supermarkets, 23, 44, 61, 115–16, 156,

240supply-side economics, 133, 198

see also demand-oriented economicssurveys, consumer, 92–93, 100Sweden, collective actions in, 25Sweetness and Power (Mintz), 118Swift Company, 104Switzerland, 22, 23, 117Sydney Morning Herald, 202symbolic acts

of consumption, 4, 8, 38, 39, 60–61,126, 206

culture as, 178power relations and, 179–80

symbolic value of goods, 126synthetic drugs, 217, 224synthetic foods, 131

talcum powder, 95, 100, 102Tanner, Jakob, 23Tanzania, 79Tastes of Paradise (Schivelbusch), 119Taussig, Michael, 79taxes

consumption-related, 141income, 53

inheritance, 130, 132public goods and, 163

Taylor, Frederick W., 99tea, 77technologies

alienation and, 173–74diffusion of, 22–23, 55efficiency and, 112entertainment, 199environmental impact of, 113production, 45

televangelism, 202television, 60, 185, 201testimonials in advertising, 102test journal, 114Teuteberg, Hans-Jürgen, 21textile industry, 75, 137texts, open vs. closed, 184–85TGV train system, 114thalidomide, 27Third Reich, see Hitler, Adolf; Nazi

GermanyThompson, J. Walter, 257

see also J. Walter Thompson (JWT)Company

Thomson, Elihu, 105Thomsonians, 214Thomson, Samuel, 214Till, Emmett, 179Time magazine, 156, 195, 202, 205Toadstool Millionaires (Young), 219tobacco, 39Tokugawa period in Japan (1600–1868),

5–6, 52, 53–56, 63Tomes, Nancy, 225tourist consumerism, 7, 42, 116–17

see also mass tourismtrademarks, 101–2, 103, 105trade organizations, 100traditional products, 62, 66n16, 68n47traffic-free zones, see pedestrian mallstrams, 57translation, 8, 171–72transnational organizations, spread

of, 18transnational studies of consumption, 18travel reports, Rotarian, 255–56Trentmann, Frank, 18, 20, 24, 25, 77n47,

126

286 ● Index

Treppenstrasse, 152Trumbull, Gunnar, 126Tuareg people, 78twine, 119

Uekötter, Frank, 6Uestra transit company, 162Ulrich, Laurel Thatcher, 214Uneeda Biscuit campaign, 98unemployment, 134Unilever, 23, 178United Society of Believers (Shakers),

216–17, 218, 223United Soviet Socialist Republic (USSR),

126–27United States, 37–46

conflict with Japan, 58consumer culture in, 9–10consumers’ societal roles in, 127economic implications of geography of

consumption, 155–57as example of faulty urban planning,

154, 161n26expansion of consumption history field

in, 44–46German Rotary Clubs and, 255green consumption in, 118Hitler’s stance on, 135–36interest of National Socialists in,

250–51market research in, 257middle-class consumers in, 161as object of curiosity to Nazi Germany,

259pedestrian malls in, 152–54religion in consumer society, 196–99shopping spaces as social spaces in,

158–99United States Dispensatory, 224United States Pharmacopoeia, 214, 223Unsafe at Any Speed (Nader), 113uprisings, 131

see also protestsurban consumer society, 151–52urban development law

(Sädtebauförderungsgesetz) (Germany,1971), 160

urban infrastructure, United States and,161

urbanization in Japan, 57U.S. Steel, 108n33

van Binsbergen, Wim, 81n19Vaus, Jim, 208n34Veblen, Thorstein, 37, 76n47vegetable consumption, see fruit and

vegetable consumption in Germanyvegetarianism, 117, 236Vershofen, Wilhelm, 257virtual consumption, 141–42, 144vitamins, 235, 236–37, 241Vogel, Hans-Jochen, 154, 162Volkswagen, 141, 142, 252Vries, Jan de, 64

wages, 43, 174waitresses, 57Wallendorf, Melanie, 75Walmart, 44, 155Wanamaker, John, 99war, 59, 253Warde, Alan, 72“war socialism,” 130washing machines, 60Waste Makers, The (Packard), 114“waste mentality,” 112On the Waterfront (Kazan film), 180Watts riots (1965), 156Weber, Max, 38, 196Weck system, 235Weems, Robert, 42, 104Weimar Republic, 7, 27, 131, 132, 143,

251welfare services, 130, 134welfare states, 128–29, 132, 143Welskopp, Thomas, 18West Africa, 78westernization, 5, 66n20

see also AmericanizationWest Germany, 113, 126, 172

middle-class consumers in, 161–62neighborhood centers, 156–58pedestrian malls in, 151–52, 154–55shopping spaces in, 7, 149see also Germany

Whin’s Vegetable Drug Plant Farm andSchool of Medicinal Herb Growing,224

Index ● 287

Whole Earth Catalogue, 118Wiedenhoft, Wendy, 77Wiederaufbau, Der (German periodical),

157Wiesen, Jonathan, 9–10Wilk, Richard, 76Wilson, Grady, 200Winston, Diane, 198Wissell, Rudolf, 133women, 4, 41, 104, 212, 215

see also housewiveswomen’s magazines, 59, 60women’s organizations, 23Woolworth, F. W. and Co, 91, 255work, industrial, 8working-class consumption, 21

working conditions as alienating, 174work, play as, 173works, open vs. closed, 184–85, 186World Health Organization, 231World Wide Pictures, 201wrestling, 178

Yergin, Daniel, 120Yosemite National Park, 116–17Young, James Harvey, 219Youth for Christ International, 195, 203

Zamperini, Louis, 200Zeller, Thomas, 118Zimbabwe, 77, 79zoning regulations, 43, 155, 156