Consumerism

Definition

Consumerism is the cultural and economic ideology that encourages the acquisition of goods and services in ever-increasing amounts. It emerged as a dominant force in the United States during the 1920s, shaping social behaviors, attitudes towards material wealth, and the economy. This shift towards consumer culture was fueled by mass production, advertising, and a growing middle class that sought to enjoy a higher standard of living.

5 Must Know Facts For Your Next Test

1. The 1920s saw a dramatic rise in consumer goods like automobiles, radios, and household appliances, marking a shift in American lifestyles.
2. The development of advertising agencies and marketing strategies played a crucial role in shaping public perceptions of consumer products and desires.
3. Installment buying and credit options made it easier for people to purchase expensive items, further driving the consumerist culture.
4. The rise of department stores and shopping malls transformed retail spaces into social hubs where people not only shopped but also engaged in leisure activities.
5. Consumerism in the 1920s contributed to significant economic growth but also set the stage for future economic challenges, including the stock market crash of 1929.

Review Questions

• How did the rise of mass production contribute to the growth of consumerism in the 1920s?
  • The rise of mass production made it possible to produce goods at lower costs and in greater quantities. This led to a surplus of consumer products like automobiles and household appliances, which became affordable for a larger segment of the population. The accessibility of these goods encouraged people to buy more, fueling the consumerist culture that defined the 1920s.
• In what ways did advertising change during the 1920s, and how did this influence consumer behavior?
  • Advertising evolved significantly during the 1920s as companies began to use more creative and persuasive techniques to attract consumers. This period saw the emergence of radio commercials and print ads that targeted specific demographics with tailored messages. The impact of these advertisements on consumer behavior was profound, as they created desires for new products and shaped societal norms around consumption.
• Evaluate the long-term implications of consumerism that began in the 1920s on American society and economy.
  • The consumerism that took root in the 1920s had lasting effects on American society and economy. It fostered a culture centered around material wealth and status, which influenced social values and lifestyle choices for decades. While it initially contributed to economic growth, it also led to excessive debt among consumers and vulnerabilities in the financial system, culminating in the stock market crash of 1929. This event highlighted the potential dangers of unchecked consumerism and initiated a more cautious approach towards consumption that lasted through subsequent economic challenges.

Related terms

Mass Production: The process of producing goods in large quantities using standardized processes, which significantly lowers costs and makes products more accessible to consumers.

Advertising: A marketing communication strategy used to promote products and services, which became increasingly sophisticated and widespread in the 1920s, influencing consumer behavior.

Credit Economy: An economic system where consumers purchase goods on credit, allowing them to buy more than they can afford upfront, contributing to increased consumer spending.