Final answer:
The subject is the development of American consumerism and the role of advertising techniques like the bandwagon fallacy in promoting consumer culture.
Step-by-step explanation:
The concept in question is related to the emergence of American consumerism and the influence of advertising strategies like the bandwagon fallacy. During the late 19th and early 20th centuries, the development of a middle class and the practice of buying on credit allowed more people to participate in consumer culture, despite low wages at that time. Stores offered credit accounts, enabling people to buy products without immediate payment, which could lead to debt.
Advertisers capitalized on this new market by making use of the bandwagon fallacy, where they create the impression that “everyone” is purchasing a product, thereby encouraging others to do the same. Roland Marchand described this phenomenon in his 'Parable on the Democracy of Goods,' noting the increasing importance of product access over production means, and how Americans adopted the belief that purchasing certain products could lead to an enhanced lifestyle.