TY - GEN T1 - Desegregating the dollar : African American consumerism in the twentieth century A1 - Weems, Robert E., 1951- LA - English PP - New York PB - New York University Press YR - 1998 UL - https://ebooks.jgu.edu.in/Record/jstor_dda_ocm45844041 AB - Despite African Americans' nearly $500 billion collective annual spending power, surprisingly little attention has been devoted to the ways U.S. businesses have courted black dollars in postslavery America. Desegregating the Dollar presents the first fully integrated history of black consumerism during the last century. AB - The World War I-era "Great Migration" of African Americans from the rural South to northern and southern cities stimulated initial corporate interest in blacks as consumers. A generation later, as black urbanization intensified during World War II and its aftermath, the notion of a distinct, profitable African American consumer market gained greater currency. Moreover, black socioeconomic gains resulting from the Civil Rights Movement, which itself featured such consumer justice protests as the Montgomery Bus Boycott, further enhanced the status and influence of African American shoppers AB - Unwilling to settle for facile black-and-white answers, Weems also explores the roles of blacks who promoted the importance of the African American consumer market to U.S. corporations. Their actions, ironically, set the stage for the ongoing destruction of black-owned businesses. While the extent of educational, employment, and residential desegregation remains debatable, African American consumer dollars have, by any standard, been fully incorporated into the U.S. economy. Basing his conclusions on exhaustive research in trade journals and other primary and secondary materials, Robert E. Weems Jr. has given us the definitive account of the complicated relationship between African Americans, capitalism, and consumerism. OP - 195 CN - HC110.C6 W44 1998eb SN - 0585324247 SN - 9780585324241 SN - 0814784917 SN - 9780814784914 SN - 0814792901 SN - 9780814792902 SN - 0814793274 SN - 9780814793275 KW - African American consumers : History : 20th century. KW - Racism : United States : History : 20th century. KW - Consommateurs noirs américains : Histoire : 20e siècle. KW - Racisme : États-Unis : Histoire : 20e siècle. KW - BUSINESS & ECONOMICS : Consumer Behavior. KW - BUSINESS & ECONOMICS : Commercial Policy. KW - African American consumers KW - Racism KW - United States KW - Verbrauch KW - USA KW - Schwärze KW - Consumentisme. KW - Rassendiscriminatie. KW - 1900-1999 KW - History ER -