As stated by Gary Cross in his book "All Consuming Century: Why Consumerism Won in Modern America", he states "consumerism succeeded where other ideologies failed because it concretely expressed the cardinal political ideals of the century -- liberty and democracy -- and with relatively little self-distructive behavior or personal humiliation" (Cross, 2).
Așa cum afirma Gary Cross în cartea sa All Consuming Century: Why Consumerism Won in Modern America „consumerismul a luat amploare acolo unde alte ideologii au eșuat, deoarece acesta a exprimat concret esența idealurilor politice ale vremii -- libertate și democrație -- cu un caracter relativ mic de auto-distrugere sau umilire personală” (Cross, 2).