search query: @author Hill, R. P. / total: 4
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| Author: | Hill, R. P. Hirschman, E. C. Bauman, J. F. |
| Title: | Consumer survival during the Great Depression: Reports from the field |
| Journal: | Journal of Macromarketing
1997 : SPRING, VOL. 17:1, p. 107-127 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMPTION HISTORY USA |
| Language: | eng |
| Abstract: | In the article, there are consumers' experiences reconstructed during the Great Depression. Observations of their behaviour as preserved in archival reports are used. Where possible, archival photographs were collected to provide supportive visual documentation of particular aspects of consumption. The four themes resulting from the analysis of the data are: 1. the effect of a lack of employment opportunities etc. 2. deterioration of living accommodations and goods needed to sustain life and health, 3. return to self-sufficient modes of production, and 4. communal/collective action. Broader implications for marketers are discussed. |
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