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Enterprise and Society Advance Access published online on June 21, 2007
Enterprise and Society, doi:10.1093/es/khm060
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Copyright © The Author 2007. Published by Oxford University Press on behalf of the Business History Conference.

Charles F. McGovern. Sold American: Consumption and Citizenship, 1890–1945

Charles F. McGovern. Sold American: Consumption and Citizenship, 1890–1945. Chapel Hill, N.C.: The University of North Carolina Press, 2006. xv + 536 pp. ISBN 0-8078-5676-2, $24.95 (paper)

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

Charles McGovern's Sold American: Consumption and Citizenship, 1890–1945, explains how Americans came to see consumerism as central to their national identity. More specifically, it examines how two key interest groups—advertisers and consumer activists—battled over and ultimately helped define the political meaning of consumerism.

According to McGovern, in the early twentieth-century, advertisers assumed consumers were "childlike, irrational, ungovernable, and unpredictable" (p.60), and hoped to sway this malleable mass by convincing them of the deeper value of consumerism. To . . . [Full Text of this Article]

Susan Matt

Weber State University


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