Desegregating the Dollar: African American Consumerism in by Robert E. Weems PDF

By Robert E. Weems

ISBN-10: 0585324247

ISBN-13: 9780585324241

ISBN-10: 0814793274

ISBN-13: 9780814793275

Capitalism and slavery stand because the monetary phenomena that experience so much truly outlined the U.S.. but, regardless of African americans' approximately $500 billion annual spending energy, unusually little consciousness has been dedicated to the methods U.S. companies have courted black money in post-slavery the United States. Robert E. Weems, Jr., provides the 1st absolutely built-in historical past of black consumerism over the process the final century. the area warfare I period nice Migration of African american citizens from the agricultural South to northern and southern towns encouraged preliminary company curiosity in blacks as shoppers. A new release later, as black urbanization intensified in the course of international battle II and its aftermath, the proposal of a special, ecocnomic African American purchaser industry won higher foreign money. in addition, black socioeconomic profits because of the Civil Rights circulate which itself featured such customer justice protests because the Montgomery Bus Boycott, additional greater the prestige and impact of African American consumers. Unwilling to accept facile solutions, Weems explores the position of black marketers who promoted the significance of the African American purchaser marketplace to U.S. firms. Their activities, mockingly, set the level for the continuing destruction of black-owned company. whereas the level of academic, employment, and home desegregation continues to be controversial, African American purchaser cash have, via any typical, been absolutely integrated into the U.S. economic system. Desegregating the buck takes us throughout the "blaxploitation" movie undefined, the giant marketplace for black own care items, and the insidious exploitation of black city distress by means of liquor and cigarette advertisers. Robert E. Weems, Jr., has given us the definitive account of the complex dating among African american citizens, capitalism, and consumerism.

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Sample text

Some white businessmen, because of racism, refused to make special appeals to black consumers. Others, who sensed the growing practicality and profitability of wooing African American shoppers, sought insights into reaching this heretofore little-known segment of the American buying public. " David J. Sullivan, an African American pioneer in the field of market research, emerged as the country's leading expert on black consumer activity during World War II. During this period he published several widely read articles and demographic/statistical profiles of black consumers.

I collapsed these three categories into one. SOURCE: Edwards, The Southern Urban Negro As a Consumer, 172 173. Considering the problems that some black consumers had with white-owned businesses, black-owned businesses, ironically, attracted relatively little of southern urban blacks' aggregate spending. The primary reason for this was the predominance of undercapitalized single proprietorships owned by blacks with little or no business background or training. 7, indicate that even black-owned insurance companies had a difficult time competing with their white counterparts.

Haring answered with the following: Those concerns that merchandise to the Negro learn that display is king. He is short on abstract thinking, so that a mere description falls flat. He can visualize only what he sees with the eye. Better yet, what he touches with the hand. Testimonial advertising has a great effect on his mind. C. , 1920 1932, 286. A. Haring, whose conclusions regarding black consumers were based primarily on anecdotal evidence tinged with condescension toward blacks, Paul K.

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Desegregating the Dollar: African American Consumerism in the Twentieth Century by Robert E. Weems


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