Consciousness,” Neuroscience and Biobehavioral Reviews 28 (2004): 27-39; T. J. Richards, “Fast Food, Addiction, and Market Power,” Journal of Agricultural and Resource Economics 32 (2007): 425-47; M. M. Torregrossa, J. J. Quinn, and J. R. Taylor, “Impulsivity, Compulsivity, and Habit: The Role of Orbitofrontal Cortex Revisited,” Biological Psychiatry 63 (2008): 253-55; L. R. Vartanian, C. P. Herman, and B. Wansink, “Are We Aware of the External Factors That Influence Our Food Intake?” Health Psychology 27 (2008): 533-38; T. Yamamoto and T. Shimura, “Roles of Taste in Feeding and Reward,” in The Senses: A Comprehensive Reference, ed. Allan I. Basbaum et al. (New York: Academic Press, 2008), 437-58; F. G. Ashby, B. O. Turner, and J. C. Horvitz, “Cortical and Basal Ganglia Contributions to Habit Learning and Automaticity,” Trends in Cognitive Sciences 14 (2010): 208-15.
[29] All the better for tightening K. C. Berridge and T. E. Robinson, “Parsing Reward,” Trends in Neurosciences 26 (2003): 507-13; Kelly D. Brownell and Katherine Battle Horgen, Food Fight: The Inside Story of the Food Industry, America’s Obesity Crisis, and What We Can Do About It (Chicago: Contemporary Books, 2004); Karl Weber, ed., Food, Inc.: How Industrial Food Is Making Us Sicker, Fatter, and Poorer-and What You Can Do About It (New York: Public Affairs, 2004); Ronald D. Michman and Edward M. Mazze, The Food Industry Wars: Marketing Triumphs and Blunders (Westport, Conn.: Quorum Books, 1998); M. Nestle, Food Politics: How the Food Industry Influences Nutrition and Health (Berkeley: University of California Press, 2002); D. R. Reed and A. Knaapila, “Genetics of Taste and Smell: Poisons and Pleasures,” in Progress in Molecular Biology and Translational Science, ed. Claude Bouchard (New York: Academic Press); N. Ressler, “Rewards and Punishments, Goal-Directed Behavior and Consciousness,” Neuroscience and Biobehavioral Reviews 28 (2004): 27-39; T. Yamamoto and T. Shimura, “Roles of Taste in Feeding and Reward,” in The Senses: A Comprehensive Reference, ed. Allan I. Basbaum et al. (New York: Academic Press, 2008), 437-58.
[30] Hopkins would consent to For the history of Hopkins, Pepsodent, and dental care in the United States, I am indebted to Scott Swank, curator at the Dr. Samuel D. Harris National Museum of Dentistry; James L. Gutmann, DDS; and David A. Chemin, editor of the Journal of the History of Dentistry. In addition, I drew heavily on James Twitchell, Twenty Ads That Shook the World (New York: Three Rivers Press, 2000); the Dr. Samuel D. Harris National Museum of Dentistry; the Journal of the History of Dentistry; Mark E. Parry, “Crest Toothpaste: The Innovation Challenge,” Social Science Research Network, October 2008; Robert Aunger, “Tooth Brushing as Routine Behavior,” International Dental Journal 57 (2007): 364-76; Jean-Paul Claessen et al., “Designing Interventions to Improve Tooth Brushing,” International Dental Journal 58 (2008): 307-20; Peter Miskell, “Cavity Protection or Cosmetic Perfection: Innovation and Marketing of Toothpaste Brands in the United States and Western Europe, 1955-1985,” Business History Review 78 (2004): 29-60; James L. Gutmann, “The Evolution of America’s Scientific Advancements in Dentistry in the Past 150 Years,” The Journal of the American Dental Association 140 (2009): 8S-15S; Domenick T. Zero et al., “The Biology, Prevention, Diagnosis and Treatment of Dental Caries: Scientific Advances in the United States,” The Journal of the American Dental Association 140 (2009): 25S-34S; Alyssa Picard, Making of the American Mouth: Dentists and Public Health in the Twentieth Century (New Brunswick, N.J.: Rutgers University Press, 2009); S. Fischman, “The History of Oral Hygiene Products: How Far Have We Come in 6,000 Years?” Periodontology 2000 15 (1997): 7-14; Vincent Vinikas, Soft Soap, Hard Sell: American Hygiene in the Age of Advertisement (Ames: University of Iowa Press, 1992).
[31] As the nation had become wealthier H. A. Levenstein, Revolution at the Table: The Transformation of the American Diet (New York: Oxford University Press, 1988); Scott Swank, Paradox of Plenty: The Social History of Eating in Modern America (Berkeley: University of California Press, 2003).
[32] hardly anyone brushed their teeth Alyssa Picard, Making of the American Mouth: Dentists and Public Health in the Twentieth Century (New Brunswick, N.J.: Rutgers University Press, 2009).
[33] everyone from Shirley Temple For more on celebrity advertising of toothpaste, see Steve Craig, “The More They Listen, the More They Buy: Radio and the Modernizing of Rural America, 1930-1939,” Agricultural History 80 (2006): 1-16.
[34] By 1930, Pepsodent was sold Kerry Seagrave, America Brushes Up: The Use and Marketing of Toothpaste and Toothbrushes in the Twentieth Century (Jefferson, N.C.: McFarland, 2010); Alys Eve Weinbaum, et al., The Modern Girl Around the World: Consumption, Modernity, and Globalization (Durham, N.C.: Duke University Press, 2008), 28-30.
[35] A decade after the first Scripps-Howard, Market Records, from a Home Inventory Study of Buying Habits and Brand Preferences of Consumers in Sixteen Cities (New York: Scripps-Howard Newspapers, 1938).
[36] The film is a naturally occurring membrane C. McGaughey and E. C. Stowell, “The Adsorption of Human Salivary Proteins and Porcine Submaxillary Mucin by Hydroxyapatite,” Archives of Oral Biology 12, no. 7 (1967): 815-28; Won-Kyu Park et al., “Influences of Animal Mucins on Lysozyme Activity in Solution and on Hydroxyapatite Surface,” Archives of Oral Biology 51, no. 10 (2006): 861-69.
[37] particularly Pepsodent-were worthless William J. Gies, “Experimental Studies of the Validity of Advertised Claims for Products of Public Importance in Relation to Oral Hygiene or Dental Therapeutics,” Journal of Dental Research 2 (September 1920): 511-29.
[38] Pepsodent removes the film! I am indebted to the Duke University digital collection of advertisements.
[39] Pepsodent was one of the top-selling Kerry Seagrave, America Brushes Up: The Use and Marketing of Toothpaste and Toothbrushes in the Twentieth Century (Jefferson, N.C.: McFarland, 2010); Jeffrey L. Cruikshank and Arthur W. Schultz, The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century (Cambridge, Mass.: Harvard Business Press, 2010), 268-81.
