Ernest Dichter and motivation research new perspectives on the making of post-war consumer culture ; [papers and discussions at the First International Conference on Ernest Dichter and Motivation Research, organised by the editors at the University of Vie

Contextualizing Ernest Dichter Within Modern Consumer Culture And The Rise Of Psychological Approaches To Post-war Consumption In Europe And The Us, This Book Argues That 1950s Motivation Research Gives A Unique Vantage Point From Which To Address Questions Of The Transatlantic Transfer Of The Cultures And Institutions Of Consumption And Marketing-- Introduction: Ernest Dichter: The Motivation Researcher As Expert Of A Globalised Consumer Modernity / R.gries& S.schwarzkopf -- Part Ii: Dimensions Of Dichter's Personality -- Ernest Dichter And Religion / G.sorgo -- Ernest Dichter, The Psychologist And Marketing Theorist / M.tadajewski -- Ernest Dichter, The Motivational Researcher / R.fullerton -- Ernest Dichter, The American / D.horowitz -- Part Iii: The Branding Of Consumer Life -- Case Studies On Ernest Dichter's Work -- Dichter's Studies On Automobile Marketing / H.karmasin -- Dichter And Fashion Marketing: The Case Of Du Pont Co. / R.blaszczyk -- The Sex Of Food: Dichter And Food Advertising / K.parkin -- Patriarch Or Interceder Of The Women's Movement? Ernest Dichter And His Interpretation Of The Female Image / K.krummeich & S.lahm -- Patt Iv: The European Theatre -- Ernest Dichter And The Birth Of Post-war Consumerism / K.hellmann -- The Depth Boy And His Enemies / D.schindelbeck -- Ernest Dichter In Austria / A.morawetz -- Ernest Dichter In France / V.pouillard -- Ernest Dichter In Great Britain / S.schwarzkopf -- Conclusion: Ernest Dichter: An Episode Or Paradigm Shift? From Motivation Research To Lifestyle Studies, Ethnopsychology And Neuromarketing / R.gries & S.schwarzkopf. Edited By Stefan Schwarzkopf, Rainer Gries. Includes Bibliographical References And Index. Contents......Page 6 List of Figures and Table......Page 9 Preface and Acknowledgements......Page 10 Notes on Contributors......Page 11 Part I: Introduction......Page 14 1 Ernest Dichter, Motivation Research and the ‘Century of the Consumer’......Page 16 Part II: Dimensions of Ernest Dichter’s Work and Personality......Page 52 2 From Vienna to the United States and Back: Ernest Dichter and American Consumer Culture......Page 54 3 Ernest Dichter: The Motivational Researcher......Page 71 4 Ernest Dichter, Religion and the Spirit of Capitalism: An Exegete of Pure Cult Religion Serves Consumer......Page 88 5 Ernest Dichter and Consumer Behaviour: Intellectual Primacy and Interpretive Consumer Research......Page 104 Part III: The Branding of Consumer Life – Case Studies on Ernest Dichter’s Work......Page 120 6 Ernest Dichter’s Studies on Automobile Marketing......Page 122 7 Ernest Dichter and the Peacock Revolution: Motivation Research, the Menswear Market and the DuPont Company......Page 139 8 The ‘Sex of Food’: Ernest Dichter, Libido and American Food Advertising......Page 153 9 Patriarch or Promoter of the Women’s Movement? Ernest Dichter and his Interpretation of the Female Image......Page 168 Part IV: The European Theatre......Page 184 10 Ernest Dichter as Midwife and Educator: Post-war European Consumer Societies and the Sociology of the Consumer......Page 186 11 A Backward Republic or ‘Brave New Austria’? Market and Motivation Research in Dichter’s Home Country after the Second World War......Page 201 12 The Reception of Ernest Dichter and the Resistance to Motivation Research in Francophone Europe......Page 218 13 Ernest Dichter Motivates the British: Motivation Research and Contested Professional Legitimacies in Britain......Page 233 14 The ‘Depth Boy’ – Ernest Dichter and the Post-war German Advertising Elite......Page 249 15 ‘Victim of a Technical Hitch . . .’: Ernest Dichter as Proprietor of a Guesthouse with Bugging Installation......Page 269 Part V: Conclusion......Page 280 16 Motivation Research – Episode or Paradigm Shift? From Ernest Dichter to Consumer Ethnography, Neuromarketing and Bio-power......Page 282 Index......Page 304 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. 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 Machine generated contents note: Introduction: Ernest Dichter: the Motivation Researcher as "Expert" of a Globalised Consumer Modernity; R.Gries& S.Schwarzkopf PART I: DIMENSIONS OF DICHTER'S PERSONALITY Ernest Dichter and Religion; G.Sorgo Ernest Dichter, the Psychologist and Marketing Theorist; M.Tadajewski Ernest Dichter, the Motivational Researcher; R.Fullerton Ernest Dichter, the American; D.Horowitz PART II: THE BRANDING OF CONSUMER LIFE CASE STUDIES ON ERNEST DICHTER'S WORK Dichter's Studies on Automobile Marketing; H.Karmasin Dichter and Fashion Marketing: the case of Du Pont Co.; R.Blaszczyk The Sex of Food: Dichter and Food Advertising; K.Parkin Patriarch or Interceder of the Women's Movement? Ernest Dichter and his Interpretation of the Female Image; K.Krummeich & S.Lahm PATT III: THE EUROPEAN THEATRE Ernest Dichter and the Birth" of Post-war Consumerism; K.Hellmann The Depth Boy" and his Enemies; D.Schindelbeck Ernest Dichter in Austria; A.Morawetz Ernest Dichter in France; V.Pouillard Ernest Dichter in Great Britain; S.Schwarzkopf Conclusion: Ernest Dichter: an episode or paradigm shift? From Motivation Research to Lifestyle Studies, Ethnopsychology and Neuromarketing; R.Gries & S.Schwarzkopf.