Access is available on and off campus to current McMaster University students, faculty and staff.
Coverage: 1935 to 1965
Provides insight into the American consumer boom of the mid-20th century through access to the market research reports and supporting documents of Ernest Dichter, the era’s foremost consumer analyst and market research pioneer.
Includes content 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.
The collection supports researchers of consumer culture, business, advertising, marketing and psychology.