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Enterprise and Society Advance Access originally published online on June 21, 2007
Enterprise and Society 2007 8(3):736-738; doi:10.1093/es/khm064
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Copyright © The Author 2007. Published by Oxford University Press on behalf of the Business History Conference.

Michael Redclift. Chewing Gum: The Fortunes of Taste

Michael Redclift. Chewing Gum: The Fortunes of Taste. New York and London: Routledge, 2004. vii + 197 pp. ISBN 0-415-94418-X, $24.00 (cloth)

The first 10% of the full text of this article appears below.

Chewing gum was foremost an American invention, Michael Redclift tells us in Chewing Gum: The Fortunes of Taste, a brief yet serious and engaging book that details how chewing gum came to occupy a distinct place in the rise of American consumerism. Perhaps nothing signified the triviality of consumerism as chewing gum. It possessed what Redclift calls an "ephemeral quality," it was an easily replicable mass product, and provided instant gratification. This ephemerality was complicated by . . . [Full Text of this Article]

Victor J. Rodriguez

UCLA


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