The second major episode of American patriotic consumption ocurred during the World War II. In effect, the American Revolution was abetted by a consumer revolution (Breen 1988 Witkowski 1989). This "nonimportation movement" was successful in that the many onerous taxes, such as the Stamp Act and most of the Townshend Duties, were repealed, but it took six years of fighting to finally settle the political dispute with Great Britain. Such views were aired at town meetings and widely disseminated via letters reprinted in colonial newspapers. Benjamin Franklin, John Adams, and many other patriots urged their fellows to forego imported "superfluities" and, instead, to be frugal and produce their own goods. In the 1760s and 1770s, colonists organized mass boycotts of British goods in order to force Parliament to rescind objectionable taxes. Twice in their history, American consumers have significantly and collectively altered their purchasing patterns to achieve patriotic ends. The concluding section examines some implications of this era for the history of American consumer culture. Subsequent sections describe price controls and rationing, government poster campaigns and commercial war advertising, the role of women as war consumption managers, neighborhood stores and shopping, and product and packaging changes. It begins with a brief review of the consumption context established in the 1920s and 1930s. This paper provides an historical account of the American consumer experience during World War II. Witkowski, California State University, Long Beach THE AMERICAN CONSUMER HOME FRONT DURING WORLD WAR II Wesley Hutchinson, Provo, UT : Association for Consumer Research, Pages: 568-573.Īdvances in Consumer Research VolPages 568-573 Witkowski (1998) ,"The American Consumer Home Front During World War Ii", in NA - Advances in Consumer Research Volume 25, eds. ABSTRACT - This paper provides an historical account of the American consumer experience during World War II.
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