Chapter 1 SIX MAJOR CHANGES OF PRESENT-DAY LIVING 3
Roles of men and women no longer so different. Greater economic and personal freedom for women. The term "housewife" no longer carries prestige. Individual households are self-contained. Women's expectations are unrealistic. Urban-rural ideas penetrating every area of living.
Chapter 2 FOUR NEW THINKING PATTERNS OF TODAY 31
Broader outlook due to travel and communication. Psychology influencing ideas and actions. Family and children—the prime considerations. Religious awareness growing.
Chapter 3 FOUR IMPORTANT RESULTS OF THE AMERICAN HERITAGE 45
American women have high status. Women share the "great American dream of success." Today's women are moving away from excessive Puritan austerity. Today's women want newness within the bounds of conformity.
Section 2 WHY WOMEN THINK THE WAY THEY DO
Chapter 4 SEVEN IMPORTANT PHYSICAL FACTORS 61
Women's reproductive system and sexual characteristics lead to unique feminine emotions. Size and muscular power affect attitudes and thought patterns. Bone and body proportions help determine extent of activities. Five senses extremely acute—create special sensitivities. Brain power equal to men's although each sex shows special aptitudes. Bodily mechanisms and nervous systems are responsible in part for high-key emotions. Longer life expectancy and greater resistance to disease are lessening idea of women as "weaker sex."
Chapter 5 FIVE BASIC MENTAL CHARACTERISTICS 81
Today's women have an inward turn of mind. Identify themselves with the world around them. Create imaginative worlds. Look at the world personally. Are highly intuitive.
Chapter 6 TWELVE FUNDAMENTAL ATTITUDES AND ACTIONS 98
Women have great compassion and loyalty. Dislike being misled or fooled. Don't like being pushed into things or shown in an unflattering light. Are more interested in people than in things. Want to participate in an idea or situation. Are greatly concerned with what others think of them. Have tangible, not abstract, wants. Women are natural rivals—want individuality. Observe the small details. Do not change their minds often. Have a different sense of humor than men. Have a strong tendency toward irrational beliefs.
Section 3 WHAT DO WOMEN REALLY WANT?
Chapter 7 TODAY'S WOMEN'S NEEDS AND DESIRES 123
Women feel an increasing desire for security—especially in the social sense. They feel a strong need for social contact and esteem from others. The need for self-esteem is a powerful force in every aspect of their lives. Women feel a great desire for romantic love. Maternal love is strong and intense, but enlightened. Enjoyment and convenience are forceful desires today. Women feel a strong desire for newness and variety in their daily lives. Ambitions for achievement and accomplishment have certain limits. Women have little need for dominance and shy away from direct competition.
Chapter 8 TODAY'S WOMEN'S NATURAL INTERESTS AND ENTHUSIASMS 152 Today's women have an absorbing fnterest in home and family relationships and activities. Top interest in food is related to practical problems and special emotional considerations. Home decorating is a high natural interest with creative satisfaction and social value. Interest in personal appearance is characterized by a desire for realness and immediate results. Interest in clothes is highly emotional and personal. To the natural interest in good physical health is added a concern with mental well-being. Individual spare-time interests reflect concern with own personalities and the romantic. Women show a growing enthusiasm for color in every aspect of their lives.
Chapter 9 TODAY'S WOMEN'S CULTIVATED INTERESTS 188
Cleanliness and order have received great emphasis, but are connected with many negative feelings. Community life, society, and political activities score moderately with women. Interest in the "cultural" side of life is growing. Though not naturally inclined toward travel, women's interest is greatly increasing. Women's interest in two new areas of their lives—business and automobiles —stems from necessity. Interest in sports and mechanical objects is low but can be cultivated.
Section 4 WHAT PUTS WOMEN IN THE BUYING FRAME OF MIND?
Chapter 10 TODAY'S WOMEN'S PATTERNS OF LIVING AND SHOPPING 209 Women's daily routine has many new variations. Their shopping customs have changed radically in the past decade. Buying patterns show how women plan their purchases. Spending and saving habits of today's women are unique to these times.