Ernest Dichter and Motivation Research: New Perspectives on the Making of Post-war Consumer Culture - Hardcover

Hardcover

ISBN 10: 0230537995 ISBN 13: 9780230537996

Publisher: Palgrave Macmillan, 2010

Synopsis

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.

About this title

Product Description:

Ernest Dichter and Motivation Research 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 twentieth-century consumer culture and it charts the rise of psychological approaches to consumption in post-war Europe and North America.

Book Description:

A contextualization of the consumer researcher Ernest Dichter within the wider field of consumer culture and the rise of psychological approaches to consumption in post-war Europe and North America

About this edition

• Publisher: Palgrave Macmillan
• Publication date: 2010
• ISBN 10: 0230537995
• ISBN 13: 9780230537996
• Binding: Hardcover
• Number of pages: 305
• Editor: Schwarzkopf S., Gries R.