Selling Mrs. Consumer

"Selling Mrs. Consumer" is a pioneering work in the fields of marketing and consumer psychology, focusing on the immense economic power of the American housewife in the early 20th century. Authored by Christine McGaffey Frederick, a trailblazer in home economics and efficient household management, the book serves as a comprehensive guide for manufacturers and advertisers seeking to understand and capture the female market. Frederick argues that women are the primary decision-makers in the household economy, controlling the vast majority of family spending.

The text provides a detailed analysis of the "Mrs. Consumer" persona, exploring her motivations, purchasing habits, and the social pressures that influence her choices. It bridges the gap between the domestic sphere and the industrial world, advocating for better product standards and more honest advertising practices. By applying the principles of scientific management to the home, Frederick offers a unique perspective on the intersection of domesticity and capitalism. This work remains a crucial historical document for understanding the evolution of modern consumer culture and the foundational strategies used to market products to women. It is an essential read for those interested in advertising history, women's studies, and the development of American commerce.

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