Article #1 Warns about new forms of consumer skepticism and organisation and argues that this 'discontent' is something 'businesses cannot afford to overlook because it has already assumed the proportions of a real threat to producers and distributors of advertised brands.' The article suggests that listening to consumers is one way to solve the problem. Such efforts cannot be faked; 'if it is lacking in a sincere desire to do something for the consumer, that worthy will be quick to see through the disguise.' Business Week, 1939 Article #2 Discusses a new zeitgeist, fueled by 'the efforts of consumers themselves' who have lately 'become articulate'. A defining feature of this new paradigm is the new consumers' 'demand for information'. They are banding together, becoming 'better educated and better organised' with a 'growing familiarity with the mechanics of advertising'. 'These changes have tended to make consumers more critical and to enhance their importance' Harvard Business Review, 1939 Article #3 'The militant consumer is the major problem facing business - and particularly advertising' in the decade to come...'to most advertising and merchandising men the new consumer is an incomprehensible ogre.' Advertising Age, 1940 With thanks to Rob Walker's 'Buying In' 2008