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Ernest Dichter and motivation research : New perspectives on the making of post-war consumer culture.

Author: Stefan Schwarzkopf; Rainer Gries
Publisher: Basingstoke : Palgrave Macmillan, 2010.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
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  Read more...
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Document Type: Book
All Authors / Contributors: Stefan Schwarzkopf; Rainer Gries
ISBN: 9780230537996 0230537995
OCLC Number: 768118572
Description: 293 s
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.

Abstract:

The work of motivation and consumer researcher Ernest Dichter was a milestone in the psychological creation of the modern consumer. This collection contextualizes Ernest Dichter within  Read more...

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