A Piecewise-Regression Test of Riesman's Theory of Social Character

Abstract

Through his theory of social character, David Riesman offers a potent explanation of the U.S. middle class' social transformation during the twentieth century. Yet, previous empirical studies of his historical theory are limited by problematic samples and/or strictly linear testing of critical trends. The results of our piecewise-regression test of Riesman's theory reaffirm its value to advertisers and advertising scholars, and generally supports Riesman's view that U.S. social character changed dramatically during the 1950s.