ABSTRACT
Microwave ovens were the fastest-selling appliance during the 1970s. This proved to be a welcome development to an industry hard hit by the energy crises and recessionary tendencies of that decade. Declining consumer concern over safety represented only one of many factors behind the rise of microwave oven sales. Others included: the availability of new features vastly improving performance such as units with variable power settings, special browning devices, and new temperature controls; their reputed energy efficiency; and the fact that microwave oven sales were not yet tied to new housing construction. Weakening demand was attributed to price persistence, a proliferation of brands and models that confused consumers and retailers alike, continued fears of hazardous microwave radiation, and complicated controls that made the ovens look too much like computers. Added proof of their high profile in American society came with the increasing tendency of builders to place them in new homes as a standard kitchen appliance alongside the range.
