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Ernest Dichter and Motivation Research
 
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Ernest Dichter and Motivation Research
New Perspectives on the Making of Post-war Consumer Culture
 
 
Palgrave Macmillan
 
 
 
 
 
20 Aug 2010
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£67.00
|Hardback In Stock
  
9780230537996
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eBooks ebook on Palgrave Connect ebook available via library subscriptions ebook on ebooks.com 
 
 


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DescriptionContentsAuthors

Ernest Dichter was the twentieth century's ultimate seducer. Born in Vienna and trained by a pupil of Sigmund Freud, Dichter's research into what makes shoppers tick transformed the way the world looked at the relationship between products and consumers. His analyses of car and food advertising were a milestone in the psychological creation of the modern consumer. Surrounded by myths and secrets, Ernest Dichter the man has remained an enigma. Targeted by Vance Packard and many other critics, who branded him as a dangerous psycho-salesman, Dichter's credo has lost none of its inspiration and allure. This is the first international and interdisciplinary study to bring to light the hidden world of postwar motivation research and the insights it created into the way consumers think, feel and act. Its authors chart the influence of psychoanalytic consumer research in the United States, Britain, France, Germany and Austria.


Description

Ernest Dichter was the twentieth century's ultimate seducer. Born in Vienna and trained by a pupil of Sigmund Freud, Dichter's research into what makes shoppers tick transformed the way the world looked at the relationship between products and consumers. His analyses of car and food advertising were a milestone in the psychological creation of the modern consumer. Surrounded by myths and secrets, Ernest Dichter the man has remained an enigma. Targeted by Vance Packard and many other critics, who branded him as a dangerous psycho-salesman, Dichter's credo has lost none of its inspiration and allure. This is the first international and interdisciplinary study to bring to light the hidden world of postwar motivation research and the insights it created into the way consumers think, feel and act. Its authors chart the influence of psychoanalytic consumer research in the United States, Britain, France, Germany and Austria.


Contents


List of Illustrations
List of Tables
Preface and Acknowledgements
Notes on Contributors
PART I: INTRODUCTION
Ernest Dichter, Motivation Research and the 'Century of the Consumer'; R.Gries & S.Schwarzkopf
PART II: DIMENSIONS OF ERNEST DICHTER'S WORK AND PERSONALITY
From Vienna to the United States and Back: Ernest Dichter and American Consumer Culture; D.Horowitz
Ernest Dichter, the Motivational Researcher; R.Fullerton
Ernest Dichter, Religion and the Spirit of Capitalism: an Exegete of Pure Cult Religion Serves Consumer Society; G.Sorgo
Ernest Dichter and Consumer Behaviour: Intellectual Primacy and Interpretive Consumer Research; M.Tadajewski
PART III: THE BRANDING OF CONSUMER LIFE - CASE STUDIES ON ERNEST DICHTER'S WORK
Ernest Dichter's Studies on Automobile Marketing; H.Karmasin
Ernest Dichter and the Peacock Revolution: Motivation Research, the Menswear Market, and the DuPont Company; R.Blaszczyk
The 'Sex of Food': Ernest Dichter, Libido, and American Food Advertising; K.Parkin
Patriarch or Promoter of the Women's Movement? Ernest Dichter and his Interpretation of the Female Image; K.Krummeich & S.Lahm
PART IV: THE EUROPEAN THEATRE
Ernest Dichter as Midwife and Educator: Postwar European Consumer Societies and the Sociology of the Consumer; K.Hellmann
A Backward Republic or 'Brave New Austria'? Market and Motivation Research in Dichter's Home Country after World War II; A.Morawetz
The Reception of Ernest Dichter and the Resistance to Motivation Research in Francophone Europe; V.Pouillard
Ernest Dichter Motivates the British: Motivation Research and Contested Professional Legitimacies in Britain; S.Schwarzkopf
The 'Depth Boy': Ernest Dichter and the Postwar German Advertising Elite
'Victim of a technical hitch...': Ernest Dichter as Proprietor of a Guesthouse with Bugging Installation; D.Schindelbeck
PART V: CONCLUSION
Motivation Research - Episode or Paradigm Shift? From Ernest Dichter to Consumer Ethnography, Neuromarketing and Bio-Power; R.Gries & S.Schwarzkopf


Authors


RAINER GRIES is a Professor in Modern History at the University of Jena, Germany, and a Professor of Communications at the University of Vienna, Austria. He has written numerous books, book chapters and articles on the history of propaganda, advertising and product communication in Germany.

STEFAN SCHWARZKOPF is a Lecturer in Business History and Marketing at Copenhagen Business School, Denmark, and has published widely on the history of advertising, marketing and political propaganda in modern Europe and North America.