C marginal di ff erence i they also wanted to

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c. Marginal di ff erence i. They also wanted to convince people to replace things that were still working. They did this by coming out with new models, colors, “improved”, and up to date versions. If people wanted to be seen as modern, the new versions had to be bought.
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ii. It also applied to companies competing with each other. The di ff erence between companies that made the same product with slight di ff erences. d. Protestant Work Ethic vs. Therapeutic Ethic i. This obsession with consumption is seen as a dramatic transformation from the old days. ii. Protestant Work Ethic was similar to the old middle class. Work was good within itself. You work hard to get ahead and take pride in your work iii. Therapeutic Ethic is focused on the fruits of labor, like paycheck that could buy thing that define you. What would define you are your possessions because your work may not be fulfilling, but what comes out of it could be. You may be limited at work with what you do, but you weren’t limited into what you buy. They could create a di ff erent identity for themselves by what was bought (working class could buy middle class clothes and no one would know). 2. Herbert Hoover and Associationism a. He was an engineer by training, made a lot of money by making mines. He gives up his private career and turns to public service. He was director of food association during WW1 that tried to convince farmers to grow more for the war e ff ort and European farmers weren’t producing. This increases profit for farmers. After the war, the administration is involved in hunger relief in Europe. He gains a reputation as a great humanitarian.
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