University Libraries

American Consumer Culture provides a unique insight into the American consumer boom of the mid-20th century through access to market research reports and supporting documents.

The collection is a treasure trove of information on some of America’s best known brands, containing thousands of reports commissioned by advertising agencies and global businesses in a booming era for consumerism, ‘Madison Avenue’ advertising and global brands on consumer goods ranging from tobacco and broadcasting to cars and hotels. Documents from the Ernest Dichter collection are divided into Proposals, Pilot Studies, Reports, Memorandums, Letters, and Supporting Material.