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Ernest Dichter And Motivation Research

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Ernest Dichter And Motivation Research

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Author : S. Schwarzkopf
language : en
Publisher: Springer
Release Date : 2010-08-20

Ernest Dichter And Motivation Research written by S. Schwarzkopf and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-08-20 with History categories.

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.

Getting Motivated By Ernest Dichter

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Author : Ernest Dichter
language : en
Publisher: Elsevier
Release Date : 2014-05-19

Getting Motivated By Ernest Dichter written by Ernest Dichter and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-05-19 with Business & Economics categories.

Getting Motivated by Ernest Dichter: The Secret Behind Individual Motivations by the Man Who Was Not Afraid to Ask ""Why?"" presents a collection of personal account of the life experiences of Ernest Dichter. This book provides several recollections in the personal experiences of the author arranged in such a way that they hang together as psychological chain reactions rather than in a chronological or systematic fashion. This book is organized into 27 chapters with each chapter representing a specific experience that depicts a lesson in life. This book is a valuable resource for sociologists and psychologists. Readers who are seeking motivation in their lives will also find this book useful.

The Strategy Of Desire

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Author : Ernest Dichter
language : en
Publisher: Routledge
Release Date : 2017-07-12

The Strategy Of Desire written by Ernest Dichter and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-07-12 with Psychology categories.

Ernest Dichter is famous as one of the founding fathers of motivational research. In applying the social sciences to a variety of problems, Dichter emphasized new approaches to problem solving, advertising, politics, and selling, and issues of social significance such as urban renewal, productivity, and drug addiction. As an author and corporate adviser, he used psychoanalytic theory and depth interviewing to uncover unconsciously held attitudes and beliefs. He goal was to help explain why people act the way they do and how positive behavioral change might be achieved. In The Strategy of Desire, Dichter both counters the argument that motivational research amounts to manipulation, and shows how the understanding and modification of human behavior is necessary for progress. Dichter's survey and analysis of behavior ranges widely. He examines everyday matters of product choice, as well as such broad civic issues as voter participation, religious toleration, and racial understanding. 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. Dichter sees human action as rooted in irrational and often unconscious motivation, which can usually be uncovered if the correct approach is used. 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. Dichter shows that success depends on the satisfaction of desires and a movement beyond the ethic of work and saving. Arguing that in an increasingly technological world, progress and social harmony are materially based, he advocates a morality of the good life in which prosperity and leisure lead to greater h

Ernest Dichter Father Of Motivational Research

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Author : Jacob H Schmidt
language : en
Publisher:
Release Date : 2022

Ernest Dichter Father Of Motivational Research written by Jacob H Schmidt and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with categories.

Ernest Dichter (1907-1991) was one of the leading marketing experts who developed motivational research and was often called the “Father of Motivational Research”. Born in Vienna he studied and worked in Vienna and Paris. He realised the danger of the rise of Hitler and Nazis in Europe and emigrated with his wife to the USA in 1938. Dichter's motivational research consisted of very detailed qualitative interviews with extensive studies, and he became a sought-after marketing consultant. Many clients hired his firm more because of Ernest Dichter himself rather than the extensive studies because they wanted to have the opportunity to talk to him directly. This paper looks at the history and impact he left on industry research.

Freud On Madison Avenue

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Author : Lawrence R. Samuel
language : en
Publisher: University of Pennsylvania Press
Release Date : 2011-06-06

Freud On Madison Avenue written by Lawrence R. Samuel and has been published by University of Pennsylvania Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-06-06 with History categories.

What do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freud and his followers. By the 1950s, Freudian psychology had become the adman's most powerful new tool, promising to plumb the depths of shoppers' subconscious minds to access the irrational desires beneath their buying decisions. That the unconscious was the key to consumer behavior was a new idea in the field of advertising, and its impact was felt beyond the commercial realm. Centered on the fascinating lives of the brilliant men and women who brought psychoanalytic theories and practices from Europe to Madison Avenue and, ultimately, to Main Street, Freud on Madison Avenue tells the story of how midcentury advertisers changed American culture. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, and the father of motivation research, Viennese-trained psychologist Ernest Dichter, adapted techniques from sociology, anthropology, and psychology to help their clients market consumer goods. Many of these researchers had fled the Nazis in the 1930s, and their decidedly Continental and intellectual perspectives on secret desires and inner urges sent shockwaves through WASP-dominated postwar American culture and commerce. Though popular, these qualitative research and persuasion tactics were not without critics in their time. Some of the tools the motivation researchers introduced, such as the focus group, are still in use, with "consumer insights" and "account planning" direct descendants of Freudian psychological techniques. Looking back, author Lawrence R. Samuel implicates Dichter's positive spin on the pleasure principle in the hedonism of the Baby Boomer generation, and he connects the acceptance of psychoanalysis in marketing culture to the rise of therapeutic culture in the United States.