In the years that followed World War II, both the United States and the newly formed West German republic had an opportunity to remake their economies. Since then, much has been made of a supposed “Americanization” of European consumer societies—in Germany and elsewhere. Arguing against these foggy notions, Jan L. Logemann takes a comparative look at the development of postwar mass consumption in West Germany and the United States and the emergence of discrete consumer modernities. In Trams or Tailfins?, Logemann explains how the decisions made at this crucial time helped to define both of these economic superpowers in the second half of the twentieth century. While Americans splurged on private cars and bought goods on credit in suburban shopping malls, Germans rebuilt public transit and developed pedestrian shopping streets in their city centers—choices that continue to shape the quality and character of life decades later. Outlining the abundant differences in the structures of consumer society, consumer habits, and the role of public consumption in these countries, Logemann reveals the many subtle ways that the spheres of government, society, and physical space define how we live.

The first comparative account of the remarkable economic recovery of Germany and Japan since the end of World War II.

This book presents a new intellectual history of neoliberalism through the exploration of the sovereign consumer. Invented by neoliberal thinkers in the interwar period, this figure has been crucial to the construction and legimitization of neoliberal ideology and politics. Analysis of the sovereign consumer across time and space demonstrates how neoliberals have linked the figure both to the idea of democracy as a method of choice, and also to a re-invention of the market as the democratic forum par excellence. Moreover, Olsen contemplates how the sovereign consumer has served to marketize politics and functioned as a major driver in a wide-ranging transformation in political thinking, subjecting traditional political values to the narrow pursuit of economic growth. A politically timely project, The Sovereign Consumer will have a wide appeal in academic circles, especially for those interested in consumer and welfare studies, and in political, economic and cultural thought in the twentieth century.

How productivity culture and technology became emblematic of the American economic system in pre- and postwar Germany. The concept of productivity originated in a statistical measure of output per worker or per work-hour, calculated by the US Bureau of Labor Statistics. A broader productivity culture emerged in 1920s America, as Henry Ford and others linked methods of mass production and consumption to high wages and low prices. These ideas were studied eagerly by a Germany in search of economic recovery after World War I, and, decades later, the Marshall Plan promoted productivity in its efforts to help post–World War II Europe rebuild. In Productivity Machines, Corinna Schlombs examines the transatlantic history of productivity technology and culture in the two decades before and after World War II. She argues for the interpretive flexibility of productivity: different groups viewed productivity differently at different times. Although it began as an objective measure, productivity came to be emblematic of the American economic system; post-World War II West Germany, however, adapted these ideas to its own political and economic values. Schlombs explains that West German unionists cast a doubtful eye on productivity's embrace of plant-level collective bargaining; unions fought for codetermination—the right to participate in corporate decisions. After describing German responses to US productivity, Schlombs offers an in-depth look at labor relations in one American company in Germany—that icon of corporate America, IBM. Finally, Schlombs considers the emergence of computer technology—seen by some as a new symbol of productivity but by others as the means to automate workers out of their jobs.

There have been passenger tramways in Britain for 150 years, but it is a rollercoaster story of rise, decline and a steady return. Trams have come and gone, been loved and hated, popular and derided, considered both wildly futuristic and hopelessly outdated by politicians, planners and the public alike. Horse trams, introduced from the USA in the 1860s, were the first cheap form of public transport on city streets. Electric systems were developed in nearly every urban area from the 1890s and revolutionised town travel in the Edwardian era.A century ago, trams were at their peak, used by everyone all over the country and a mark of civic pride in towns and cities from Dover to Dublin. But by the 1930s they were in decline and giving way to cheaper and more flexible buses and trolleybuses. By the 1950s all the major systems were being replaced. Londons last tram ran in 1952 and ten years later Glasgow, the city most firmly linked with trams, closed its network down. Only Blackpool, famous for its decorated cars, kept a public service running and trams seemed destined only for scrapyards and museums.A gradual renaissance took place from the 1980s, with growing interest in what are now described as light rail systems in Europe and North America. In the UK and Ireland modern trams were on the streets of Manchester from 1992, followed successively by Sheffield, Croydon, the West Midlands, Nottingham, Dublin and Edinburgh (2014). Trams are now set to be a familiar and significant feature of twenty-first century urban life, with more development on the way.

American ideals and models feature prominently in the master narrative of post-war European consumer societies. This book demonstrates that Europeans did not appropriate a homogenous notion of America, rather post-war European consumption was a process of selective appropriation of American elements.

In the middle of the twentieth century, a new class of marketing expert emerged beyond the familiar ad men of Madison Avenue. Working as commercial designers, consumer psychologists, sales managers, and market researchers, these professionals were self-defined “consumer engineers,” and their rise heralded a new era of marketing. To what extent did these efforts to engineer consumers shape consumption practices? And to what extent was the phenomenon itself a product of broader social and cultural forces? This collection considers consumer engineering in the context of the longer history of transatlantic marketing. Contributors offer case studies on the roles of individual consumer engineers on both sides of the Atlantic, the impact of such marketing practices on European economies during World War II and after, and the conflicted relationship between consumer activists and the ideas of consumer engineering. By connecting consumer engineering to a web of social processes in the twentieth century, this volume contributes to a reassessment of consumer history more broadly.

The Land of Too Much presents a simple but powerful hypothesis that addresses three questions: Why does the United States have more poverty than any other developed country? Why did it experience an attack on state intervention starting in the 1980s, known today as the neoliberal revolution? And why did it recently suffer the greatest economic meltdown in seventy-five years? Although the United States is often considered a liberal, laissez-faire state, Monica Prasad marshals convincing evidence to the contrary. Indeed, she argues that a strong tradition of government intervention undermined the development of a European-style welfare state. The demand-side theory of comparative political economy she develops here explains how and why this happened. Her argument begins in the late nineteenth century, when America’s explosive economic growth overwhelmed world markets, causing price declines everywhere. While European countries adopted protectionist policies in response, in the United States lower prices spurred an agrarian movement that rearranged the political landscape. The federal government instituted progressive taxation and a series of strict financial regulations that ironically resulted in more freely available credit. As European countries developed growth models focused on investment and exports, the United States developed a growth model based on consumption. These large-scale interventions led to economic growth that met citizen needs through private credit rather than through social welfare policies. Among the outcomes have been higher poverty, a backlash against taxation and regulation, and a housing bubble fueled by “mortgage Keynesianism.” This book will launch a thousand debates.

Drawing on a wide range of studies of Europe, the United States, Asia, and Africa, the contributions gathered here consider how political history, business history, the history of science, cultural history, gender history, intellectual history, anthropology, and even environmental history can help us decode modern consumer societies.

Why has “car society” proven so durable, even in the face of mounting environmental and economic crises? In this follow-up to his magisterial Atlantic Automobilism, Gijs Mom traces the global spread of the automobile in the postwar era and investigates why adopting more sustainable forms of mobility has proven so difficult. Drawing on archival research as well as wide-ranging forays into popular culture, Mom reveals here the roots of the exuberance, excess, and danger that define modern automotive culture.