Consumerism

Consumerism is often seen as the ultimate symbol of American culture. It illustrates American power, wealth, and optimism. In other words: the American Dream. Consumerism is closely linked to the emergence of the middle class after World War II. Whether or not someone belonged to the middle class was - and still is - largely based on their ability to consume, or the ability to keep up appearances about consumption. Another important aspect of this the reinforcement of gender roles after the war. While many women had had jobs during WW II, due to a labor shortage, the female ideal in the post-War period was once again based on women working in the house and taking care of the children. In fact, many consumer - or luxury - goods were marketed at women: washing machines, kitchen equipment, etc.

The huge demand for housing after the war resulted in mass production, and thus standardization, of houses. Levitt cleverly made use of the shortage and the new importance of consumption. He sold his houses with built-in TV sets, refrigerators, and other luxury goods. This made his houses so appealing that one third of the 1950 model Levitt houses were sold to people who already owned a Levitt House. This turned not only the extras like TVs into supposed luxury goods that were in fact regular consumer goods since every American middle class family could own them, even the house itself became part of the consumer culture that arose in America in the 1940s and '50s.