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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The Strategy Of Desire

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Sign up here to receive your FREE alerts. Refresh and try again. Dichter demonstrated that bathing had an erotic element — “one of the few occasions when the Puritanical American was allowed to caress himself or herself. Tai Tai rated it og liked it Aug 10, There’s a problem loading this menu right now.

Between the late s and the s, Dichter worked on hundreds of advertising campaigns, packaging ideas and product designs – from cake mixes to typewriters. We only have so much data in our memory mainly our own limited personal experience to process with our minuscule capacity to determine what is going on around us or why we are acting in such a way.

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Handbook of Consumer Motivations: Dichter does not deal with: Retrieved from ” https: The empirical sheen to the computated conclusions about “ordinary” human behavior in the contrived situations being measured make them seem all the more incontrovertible.

Start reading The Strategy of Desire on your Kindle in under a minute. The 70 Best Albums of However, by working part-time as a tutor, retail-store window decorator and other odd jobs, he was able to educate himself and attended the Sorbonne in Paris where he studied literature.

Himanshu Kaul marked it as to-read Dec 15, He goal was to help explain why people act the way they do and how positive behavioral change might be achieved.

stratgey Popmatters is wholly independently owned and operated. Doubleday- Motivation Psychology dihter pages. But there’s another point which the opponents of motivational research usually bring up and which Dr. Matthew Gallego added it Apr 06, Whereas computers aggregating the behavior of thousands or millions can reveal the genuine, normal response. He shows that in order to achieve socially constructive goals, it is necessary to move beyond theological exhortation, which takes an unrealistic view of human morality, as well as beyond the limits of empirically oriented social science research, which only deals in appearances.

THE STRATEGY OF DESIRE by Ernest Dichter | Kirkus Reviews

Computers are our best analysts, not Freudians. Insoon after arriving in the US, Dichter sent out a cover letter describing himself as: So what then to make of the return of the irrational consumer?


Ernest Dichter and Motivation Research: While reading you may experiece several “aha” moments while your knowledge of human behavior increases. 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 rhe studied their every action so that they could inform advertisers how to manipulate their unconscious minds.

Dichter called such focus groups his “living laboratory”. By using this site, you agree desie the Terms of Use and Privacy Policy. The Strategy of Desire.


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Write a customer review. Paul Mattias marked it as to-read Apr 06, Adam McKay’s gonzo Dick Cheney biopic satire, Vice, won’t be compared to Shakespeare, but it shares the Bard’s disinterest in supervillains’ motivations.