An interview with Ellen Ruppel Shell the author of Cheap: The High Cost of Discount Culture.



From the shuttered factories of the rust belt to the look-alike strip malls of the sun belt — and almost everywhere in between — America has been transformed by its relentless fixation on low price. This pervasive yet little examined obsession is arguably the most powerful and devastating market force of our time—the engine of globalization, outsourcing, planned obsolescence, and economic instability in an increasingly unsettled world.



Low price is so alluring that we may have forgotten how thoroughly we once distrusted it. Ellen Ruppel Shell traces the birth of the bargain as we know it from the Industrial Revolution to the assembly line and beyond, homing in on a number of colorful characters, such as Gene Verkauf (his name is Yiddish for “to sell”), founder of E. J. Korvette, the discount chain that helped wean customers off traditional notions of value. The rise of the chain store in post–Depression America led to the extolling of convenience over quality, and big-box retailers completed the reeducation of the American consumer by making them prize low price in the way they once prized durability and craftsmanship.



Ellen Ruppel Shell is a correspondent for The Atlantic Monthly magazine and has written for The New York Times Magazine, The Washington Post, National Geographic, Time, Discover, Seed, and dozens of other national publications. She is the author, most recently, of The Hungry Gene, which was published in six languages. She is a professor of journalism at Boston University, where she codirects the graduate program in science journalism.



Recorded July 21, 2009