Ernest Dichter was an Austrian-American psychologist and marketing expert known as the “father of motivational research.” Dichter pioneered the application of. Dr. Ernest Dichter is the Director of the Institute of Motivational Research. In this book which is not really readable enough to be popular (in spite of its title) or. Get this from a library! The strategy of desire.. [Ernest Dichter].

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Routledge; 1 edition July 26, Language: Explore the Home Gift Guide.

Just a moment while we sign you desrie to your Goodreads account. Goodreads helps you keep track of books you want to read. Amazon Drive Cloud storage from Amazon. Tudor marked it as to-read Nov 08, Dichter died on 21 November in Peekskill, New York. People, especially middle-aged men, connected emotionally with sports cars which reminded them of their youth and freedom. To do this, he gathered together small groups whose members were typical of the target audience sichter interviewed them to uncover their desires and predispositions to a product or brand.

The new strategies of desire – PopMatters

By clicking on “Submit” you agree that you have read and agree to the Privacy Policy and Terms of Service. In reality, both of those interpretations of consumer behavior reinforced one another: In Vance Packard ‘s book on Dichter and his practices, Packard recalls meeting Dichter in his castle and finding children watching televisions while resident psychologists, crouching behind special screens secretly filmed and studied their every action so that they could inform advertisers how to manipulate their unconscious minds.


Thanks for telling us about the problem. Lea rated it really liked it Aug 14, AmazonGlobal Ship Orders Internationally. Between the late s and the s, Dichter worked on hundreds of advertising campaigns, packaging ideas and product designs – from cake mixes to typewriters.

This method, which resembled the techniques used by cultural anthropologistscontrasted sharply with the quantitative marketing research methods in use at the time. The 60 Best Songs of playlist Mixed Media. Customers who viewed this item also viewed.

Savin rated it it was amazing Dec 05, Actually the book covers everything from the need for a “”psychological creed”” to creating an acceptable image of America for export. Houda marked it as to-read Apr 03, If he was not the father of motivational research, tje was certainly influential in popularising the discipline.

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Aleboat marked it as to-read Jan 08, There was a problem filtering reviews right now. Discover Prime Book Box for Kids. Emilie added it Feb 07, ernesst Dichter demonstrated that bathing had an erotic element — “one of the few occasions when the Puritanical American was allowed to caress himself or herself. In that project, Dichter offered two key insights. Shopbop Designer Fashion Brands.


Dixhter Choose a language for shopping. Levi Hao marked it as to-read Jan 12, In his consumer research, he analyzes the nonutilitarian importance of objects in everyday life, as well as how products and materials become bound with emotional resonance or acquire different meanings from different contexts or points of view.

Doubleday- Motivation Psychology – pages. Ernest Dichter is famous as one of the founding fathers of motivational research.

The new strategies of desire

Common terms and phrases A. Alex Carchidi rated it really liked it Nov 29, From inside the book. In this book which is not really readable enough to be popular in straregy of its title or technical enough to be of value to students the author begins by defending motivational research against such detractors as Vance Packard.