Beyond Manipulation: Lillian Gilbreth's Industrial Psychology and the Governmentality of Women Consumers

Critical social histories of consumption often attribute the rise of consumer culture largely to the success of advertising and marketing while leaving unexplored a wide range of consumer education practices that aimed not to minimize but to maximize thoughtful consumer conduct. In this article I move beyond the manipulation hypothesis that I find embedded in these critical histories in order to investigate how one woman's consumer education practices contributed toward a discourse and subjectivity for the modem, urban, middle-class woman consumer. Lillian Gilbreth (1878–1972) developed her own psychology of work satisfaction as a scientific management consultant in the 1910s and applied this industrial psychology to women consumers in the late 1920s. Michel Foucault's image of “government” as “the conduct of conduct,” along with newer lines of analysis developed by scholars interested in governmentality, provide useful tools for showing how Gilbreth attempted to make women into careful organizers of family consumption. Her story allows us to glimpse a whole dimension of governmental power that has been overshadowed by a preoccupation with manipulative power in many sociological and historical studies.