Wartime segmentation
Class, gender, and nation in the marketing of consumers, Sweden 1939–1945
Bibliographic Data
| ID | 12680954 |
|---|---|
| Authors | Klara Arnberg (0000-0002-4807-600X, corresponding author), Jim Hagström (0009-0006-1719-3744) |
| Year | 2024 |
| Volume | 26 |
| Issue | 2 |
| Pages | 587-618 |
| Publication date | 2024-04-22 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Enterprise & Society (JOURNAL) |
| Journal identifiers | ISSN: 1467-2227 • E-ISSN: 1467-2235 |
| Publisher | Cambridge University Press (CUP) (PUBLISHER) |
| DOI | 10.1017/eso.2024.7 |
| OpenAlex | W4395010297 |
| Language | EN |
| Citations received | 1 |
| References cited | 24 |
In line with recent research that regards the Second World War as a “defining moment” rather than a temporary disruption to the development of consumer societies, this paper explores how consumers were imagined in nonbelligerent Sweden. The main empirical source material consists of business-to-business advertisements from newspaper and magazine publishers aimed at potential advertisers. There, publishers portrayed their readers as suitable consumers, and, given that the division of the press constituted the main infrastructure for reaching different consumer groups, this is interpreted as a key to understanding market segmentation processes. The findings show how geographical, demographic, and psychological factors were considered in optimizing advertising influence and reaching classed and gendered target audiences. Although the segmentation process consolidated during the war, focusing on stable, large consumer groups, the imagined consumer also underwent fundamental changes, combating anxiety and despair through dreams of both future and present patriotic consumption
Advertising · Business · Class (philosophy · Manufacturing engineering · Market segmentation · Segmentation · World class · Computer Science · Engineering · European history and politics · Fashion and Cultural Textiles · Italian Fascism and Post-war Society · Artificial Intelligence · Marketing
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| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |