Urged on by a young generation of reform-minded professionals, museums in the United States adopted the premises and practices of consumer culture in the early twentieth century. This article argues that this turn towards consumer culture resulted from a new institutional commitment to public education and a radical re-conception of visual pedagogy. In doing so, the article opens dialogue between two bodies of scholarship that rarely inform one another: the history of education and the history of early twentieth-century consumer culture. Focusing on natural history museums, the article explores how and why museum reformers gradually came to accept the psychological principles underlying advertising and salesmanship and to believe these principles could be employed on behalf of education. It chronicles how museum staff increasingly emphasised visual pleasure as a pedagogical tool, and constructed displays to arouse attention, attraction and desire for knowledge. Finally, it describes how these new pedagogical ventures did not always have the effect that reformers anticipated. (Contains 100 footnotes and 7 figures.)