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. Front Matter....Pages i-xii Front Matter....Pages 1-1 Ernest Dichter, Motivation Research and the ‘Century of the Consumer’....Pages 3-38 Front Matter....Pages 39-39 From Vienna to the United States and Back: Ernest Dichter and American Consumer Culture....Pages 41-57 Ernest Dichter: The Motivational Researcher....Pages 58-74 Ernest Dichter, Religion and the Spirit of Capitalism: An Exegete of Pure Cult Religion Serves Consumer Society....Pages 75-90 Ernest Dichter and Consumer Behaviour: Intellectual Primacy and Interpretive Consumer Research....Pages 91-106 Front Matter....Pages 107-107 Ernest Dichter’s Studies on Automobile Marketing....Pages 109-125 Ernest Dichter and the Peacock Revolution: Motivation Research, the Menswear Market and the DuPont Company....Pages 126-139 The ‘Sex of Food’: Ernest Dichter, Libido and American Food Advertising....Pages 140-154 Patriarch or Promoter of the Women’s Movement? Ernest Dichter and his Interpretation of the Female Image....Pages 155-170 Front Matter....Pages 171-171 Ernest Dichter as Midwife and Educator: Post-war European Consumer Societies and the Sociology of the Consumer....Pages 173-187 A Backward Republic or ‘Brave New Austria’? Market and Motivation Research in Dichter’s Home Country after the Second World War....Pages 188-204 The Reception of Ernest Dichter and the Resistance to Motivation Research in Francophone Europe....Pages 205-219 Ernest Dichter Motivates the British: Motivation Research and Contested Professional Legitimacies in Britain....Pages 220-235 The ‘Depth Boy’ — Ernest Dichter and the Post-war German Advertising Elite....Pages 236-255 ‘Victim of a Technical Hitch ...’: Ernest Dichter as Proprietor of a Guesthouse with Bugging Installation....Pages 256-265 Front Matter....Pages 267-267 Motivation Research — Episode or Paradigm Shift? From Ernest Dichter to Consumer Ethnography, Neuromarketing and Bio-power....Pages 269-290 Back Matter....Pages 291-293 Cover 1 Contents 6 List of Figures and Table 9 Preface and Acknowledgements 10 Notes on Contributors 11 Part I: Introduction 14 1 Ernest Dichter, Motivation Research and the ‘Century of the Consumer’ 15 Part II: Dimensions of Ernest Dichter’s Work and Personality 51 2 From Vienna to the United States and Back: Ernest Dichter and American Consumer Culture 52 3 Ernest Dichter: The Motivational Researcher 69 4 Ernest Dichter, Religion and the Spirit of Capitalism: An Exegete of Pure Cult Religion Serves Consumer 86 5 Ernest Dichter and Consumer Behaviour: Intellectual Primacy and Interpretive Consumer Research 102 Part III: The Branding of Consumer Life – Case Studies on Ernest Dichter’s Work 118 6 Ernest Dichter’s Studies on Automobile Marketing 119 7 Ernest Dichter and the Peacock Revolution: Motivation Research, the Menswear Market and the DuPont Company 136 8 The ‘Sex of Food’: Ernest Dichter, Libido and American Food Advertising 150 9 Patriarch or Promoter of the Women’s Movement? Ernest Dichter and his Interpretation of the Female Image 165 Part IV: The European Theatre 181 10 Ernest Dichter as Midwife and Educator: Post-war European Consumer Societies and the Sociology of the Consumer 182 11 A Backward Republic or ‘Brave New Austria’? Market and Motivation Research in Dichter’s Home Country after the Second World War 197 12 The Reception of Ernest Dichter and the Resistance to Motivation Research in Francophone Europe 214 13 Ernest Dichter Motivates the British: Motivation Research and Contested Professional Legitimacies in Britain 229 14 The ‘Depth Boy’ – Ernest Dichter and the Post-war German Advertising Elite 245 15 ‘Victim of a Technical Hitch . . .’: Ernest Dichter as Proprietor of a Guesthouse with Bugging Installation 265 Part V: Conclusion 275 16 Motivation Research – Episode or Paradigm Shift? From Ernest Dichter to Consumer Ethnography, Neuromarketing and Bio-power 276 Index 298 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.