Have You Ever Tried to Sell a Diamond?
Posted by austinburns on February 22, 2006
Specifically, the Ayer study stressed the need to strengthen the association in the public's mind of diamonds with romance. Since "young men buy over 90% of all engagement rings" it would be crucial to inculcate in them the idea that diamonds were a gift of love: the larger and finer the diamond, the greater the expression of love. Similarly, young women had to be encouraged to view diamonds as an integral part of any romantic courtship.
Crazy article detailing the De Beers diamond cartel and their plans to influence the "social attitudes of the public at large and thereby channel American spending toward larger and more expensive diamonds instead of 'competitive luxuries.'"