- Title Pages
IntroductionConsumer Engineers and the Transnational Origins of Consumer Capitalism
OneThe Origins of “Consumer Engineering”: Interwar Consumer Capitalism in Transatlantic Perspective
- The Rise of Consumer Engineering: American Marketing at Midcentury (1930s–1960s)
TwoThe Art of Asking Why: The “Vienna School” of Market Research and Transfers in Consumer Psychology
ThreeFrom Mass Persuasion to Engineered Consent: The Impact of “European” Psychology on the Cognitive Turn in Marketing Thought
FourHidden Persuaders? Market Researchers as “Knowledge Entrepreneurs” between Business and the Social Sciences
- “Tastemakers” or “Wastemakers”? Commercial Design at Midcentury (1930–1960)
FiveThe Designer as Marketing Expert: European Immigrants and the Professionalization of Industrial and Graphic Design in the United States
SixThe Commercialization of Social Engineering? Adapting Radical Design Reform to American Mass Marketing
Seven“Streamlining Everything”: Design, Market Research, and the Postwar “American” World of Goods
- Bridging Transatlantic Divides: Bringing Consumer Modernity “Back” to Europe
EightCorporate America and the International Style: The Transnational Network of Knoll Associates between Europe and the United States
NineThe “Return” to Europe: Emigrés as Cultural Translators and the Transformation of Postwar European Marketing
- Consumer Engineering: Challenges and Legacies
- Abbreviations for Archival Sources
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