Capitalism and the Senses

Regina Lee Blaszczyk is Professor of Business History and Leadership Chair in the History of Business and Society at the University of Leeds. David Suisman is Associate Professor of History at the University of Delaware.

Series Editor's Foreword Roger Horowitz Introduction Regina Lee Blaszczyk and David Suisman Part I. Framing Capitalism and the Senses Chapter 1. "Use Not Perfumery to Flavor Soup": The Science of the Senses in Aesthetic Capitalism Ai Hisano Chapter 2. Chasing Flavor: Sensory Science and the Economy Ingemar Pettersson Chapter 3. Richer Sounds: Capitalism, Musical Instruments, and the Cold War Sonic Divide Sven Kube Part II. Resisting Rationalization Chapter 4. Altered States and Gustatory Taste: The Sensory Synergies of Whiskey Marketing in the Mid-Twentieth-Century United States Lisa Jacobson Chapter 5. The Psychophysics of Taste and Smell: From Experimental Science to Commercial Tool Ana Maria Ulloa Chapter 6. Sky's the Limit: Capitalism, the Senses, and the Failure of Commercial Supersonic Aviation in the United States David Suisman Chapter 7. Sounding Maritime Metal: On Weathering Steel and Listening to Capitalism at Sea Nicholas Anderman Part III. Production Chapter 8. Making Human Trash Tasty: A History of Sweet Cattle Feed in the Progressive Era Nicole Welk-Joerger Chapter 9. Getting a Handle on It: Thomas Lamb, Mass Production, and Touch in Design History Grace Lees-Maffei Part IV. Marketplace Chapter 10. Fragrance and Fair Women: Perfumers and Consumers in Modern London Jessica P. Clark Chapter 11. Sold on Softness: DuPont Synthetics and Sensory Experience Regina Lee Blaszczyk Chapter 12. Feminine Touches: The Sensory World of Lady Hilton Megan J. Elias Notes List of Contributors Index

"[W]ell-researched and very thought provoking...[T]he value of the essays in Capitalism and the Senses lies partly in their informative historical narratives but, more importantly, in their capacity to make readers think in new ways about marketing and consumption, past and present. The commercialization of taste, sound, smell, and touch has had consequences for consumer culture and for society at large. The marketing of the senses, and how these practices intersect with gender, class, and race, or affect human and natural environments, should provide ample opportunities for further macromarketing research. " (Journal of Macromarketing) "Industrial capitalism was bent on disciplining the senses in the interests of production. Consumer capitalism seeks to entice the senses to stimulate consumption. The tale of capitalism's shifting investments in the senses needs telling, and this book does so piercingly, brilliantly, sumptuously." (David Howes, Concordia University)