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The New Consumption Era1

The New Consumption Era1 The New Consumption Era· HERBERT W. HESS artistry. Such a vision which a surplus "Consumption absolute is the end, crown and perfection of production; and wise consumption economy suggests requires economic think­ is a far more difficult art than wise production. ing of the highest order. It challenges busi­ The wealth of a nation is to be estimated only ness capacity to develop group mentalities by what it consumes. As consumption is the end to translate economic goods "as such" into and aim of production, so life is the end and aim of consumption."-John Ruskin the final service for all which they are capa­ ble of performing. Our present search is for * * * * such an expression of co-ordinated business "A machine culture on the world has failed thus far to integrate the work and discipline of enterprise as will enable the entrepreneur to productive labor with man's imaginative life. accomplish this at a profit. Though machinery has restandardized many ex­ Under the guidance and skill of the engi­ ternals, such as clothes, advertising, sports, neer, the influence of science in the produc­ house furnishing, slang and politics, though it tion of goods has tended to reduce http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png American Marketing Journal SAGE

The New Consumption Era1

American Marketing Journal , Volume amj-2 (1): 10 – Jan 1, 1935

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Publisher
SAGE
Copyright
© 1935 American Marketing Association
ISSN
0193-1806
eISSN
1547-7185
DOI
10.1177/002224293500200103
Publisher site
See Article on Publisher Site

Abstract

The New Consumption Era· HERBERT W. HESS artistry. Such a vision which a surplus "Consumption absolute is the end, crown and perfection of production; and wise consumption economy suggests requires economic think­ is a far more difficult art than wise production. ing of the highest order. It challenges busi­ The wealth of a nation is to be estimated only ness capacity to develop group mentalities by what it consumes. As consumption is the end to translate economic goods "as such" into and aim of production, so life is the end and aim of consumption."-John Ruskin the final service for all which they are capa­ ble of performing. Our present search is for * * * * such an expression of co-ordinated business "A machine culture on the world has failed thus far to integrate the work and discipline of enterprise as will enable the entrepreneur to productive labor with man's imaginative life. accomplish this at a profit. Though machinery has restandardized many ex­ Under the guidance and skill of the engi­ ternals, such as clothes, advertising, sports, neer, the influence of science in the produc­ house furnishing, slang and politics, though it tion of goods has tended to reduce

Journal

American Marketing JournalSAGE

Published: Jan 1, 1935

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