Engineered To Sell European Émigrés And The Making Of Consumer Capitalism 1st Edition by Jan L. Logemann 9780226660295 022666029X

Engineered To Sell European Émigrés And The Making Of Consumer Capitalism 1st Edition Jan L. Logemann – Ebook Instant Download/Delivery ISBN(s): 9780226660295, 022666029X

Product details:

• ISBN 10: 022666029X
• ISBN 13: 9780226660295
• Author: Jan L. Logemann

Engineered to Sell
European Émigrés and the Making of Consumer Capitalism

Table contents:

1 The Origins of “Consumer Engineering”: Interwar Consumer Capitalism in Transatlantic Perspective
The Emergence of Mass Marketing in the United States
American Perceptions of European Consumer Modernity
The Reciprocity of Transatlantic Consumer Transfers
Social Engineering between European Reform Movements and 1930s America
SECTION ONE Transformations in Marketing and Consumer Research
The Rise of Consumer Engineering: American Marketing at Midcentury (1930s–1960s)
2 The Art of Asking Why: The “Vienna School” of Market Research and Transfers in Consumer Psychology
Toward a Professionalization of Marketing Research in the United States
Interwar Vienna and the Study of Modern Consumer Markets
Paul Lazarsfeld’s Transatlantic Career in Market Research
The BASR and the “Vienna School” in Postwar American Marketing Research
Social Scientists as Consumer Engineers
3 From Mass Persuasion to Engineered Consent: The Impact of “European” Psychology on the Cognitive Turn in Marketing Thought
New Approaches to Survey Psychology and Consumer Motivations
Wartime Research and New Perspectives on Mass Communication
Kurt Lewin and the Impact of Experimental Psychology
George Katona and the Advent of Behavioral Economics
Consumer Psychology and Social Engineering in Wartime and Cold War
4 Hidden Persuaders? Market Researchers as “Knowledge Entrepreneurs” between Business and the Social Sciences
The Expansion of Market Research in American Industry, 1930s–1950s
The Drive for “Scientific” Marketing Research: Alfred Politz Research Inc.
Ernest Dichter’s Institute for “Motivation Research”
Image and Brand: Market Research as Creative Consumer Engineering
Consumer Engineering and the Limits of Hidden Persuasion
SECTION TWO Designing for Sustained Demand
“Tastemakers” or “Wastemakers”? Commercial Design at Midcentury (1930–1960)
5 The Designer as Marketing Expert: European Immigrants and the Professionalization of Industrial and Graphic Design in the United States
Industrial Designers as Consumer Engineers
European Immigrants and American Commercial Design
Raymond Loewy, French-Born Star of “American” Industrial Design
A “New Type of Artist” in Graphic and Advertising Arts
“Good Design” and the Aestheticization of American Consumer Capitalism
New Experts for America’s Midcentury World of Goods
6 The Commercialization of Social Engineering? Adapting Radical Design Reform to American Mass Marketing
Ferdinand Kramer: From Standardizing Working Class Homes to Marketing Novelties
Radical Modernism and Commercial Applications of Social Engineering
The American Bauhaus: Between Experiment in Totality and Design for Industry
Moholy-Nagy’s Struggles with Corporate America
Business Ties of the Institute of Design
The American Legacy of European Design Reform
7 “Streamlining Everything”: Design, Market Research, and the Postwar “American” World of Goods
Consumer Research at Raymond Loewy Associates
The Psychology of Packaging in the Supermarket Era: Walter Landor Associates
Brand Images and Corporate Identities
SECTION THREE Transatlantic Return Voyages
Bridging Transatlantic Divides: Bringing Consumer Modernity “Back” to Europe
8 Corporate America and the International Style: The Transnational Network of Knoll Associates between Europe and the United States
Knoll Associates in the United States
The Use of Emigré Networks
Marketing Interior Design as Corporate PR
Exporting “American” Design as “International” Style
9 The “Return” to Europe: Emigrés as Cultural Translators and the Transformation of Postwar European Marketing
(R)emigrés as Transatlantic Mediators
Consumer Research in Postwar Europe
Ernest Dichter as Transatlantic Mediator
Commercial Design as a Transatlantic Transfer
“Good Design” as Cold War Cultural Policy
Consumer Engineering: Challenges and Legacies

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