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Some Impending Changes in Consumers' Demands1

Some Impending Changes in Consumers' Demands1 Some Impending Changes 1n Consumers' Demands WILLIAM H. LOUGH HAVE RECENTLY completed a four-year thought. Economic textbooks, as you will all study of statistics of national consump­ recall, found very little to say about con­ tion in the United States during the 23-year sumption. period 1909-1931. It is to be published soon Today the problem has an entirely differ­ under the title High-level Consumption: its ent character. Consumers' spending power Behavior; its Consequences. This brief paper in the post-war boom advanced to a level can do no more than report rather dogmati­ far higher than had ever before been ex­ cally certain conclusions as to impending perienced. As nearly as I can estimate, only changes. about half their outgo was required for the To clear the way, and to indicate the view­ necessities of subsistence; and this is after point from which the data are interpreted, defining necessities liberally, to include not merely essential food, clothing and shelter let me offer first some observations on the fundamental, life-and-death, economic prob­ but also moderate allowances for automo­ lem of our day: the problem, namely, of biles, insurance, recreation and similar needs maintaining a close-working balance between imposed by modern habits http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Marketing Journal SAGE

Some Impending Changes in Consumers' Demands1

American Marketing Journal , Volume amj-2 (1): 4 – Jan 1, 1935

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Publisher
SAGE
Copyright
© 1935 American Marketing Association
ISSN
0193-1806
eISSN
1547-7185
DOI
10.1177/002224293500200102
Publisher site
See Article on Publisher Site

Abstract

Some Impending Changes 1n Consumers' Demands WILLIAM H. LOUGH HAVE RECENTLY completed a four-year thought. Economic textbooks, as you will all study of statistics of national consump­ recall, found very little to say about con­ tion in the United States during the 23-year sumption. period 1909-1931. It is to be published soon Today the problem has an entirely differ­ under the title High-level Consumption: its ent character. Consumers' spending power Behavior; its Consequences. This brief paper in the post-war boom advanced to a level can do no more than report rather dogmati­ far higher than had ever before been ex­ cally certain conclusions as to impending perienced. As nearly as I can estimate, only changes. about half their outgo was required for the To clear the way, and to indicate the view­ necessities of subsistence; and this is after point from which the data are interpreted, defining necessities liberally, to include not merely essential food, clothing and shelter let me offer first some observations on the fundamental, life-and-death, economic prob­ but also moderate allowances for automo­ lem of our day: the problem, namely, of biles, insurance, recreation and similar needs maintaining a close-working balance between imposed by modern habits

Journal

American Marketing JournalSAGE

Published: Jan 1, 1935

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