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].

Author: Vojind Fezahn
Country: Switzerland
Language: English (Spanish)
Genre: Technology
Published (Last): 17 October 2008
Pages: 459
PDF File Size: 13.47 Mb
ePub File Size: 4.5 Mb
ISBN: 422-8-27705-983-3
Downloads: 16447
Price: Free* [*Free Regsitration Required]
Uploader: Brara

Chris rated it did not like it Sep 16, Dichter does not deal with: Dichter borrowed techniques used in psychology; depth interviews, projective techniques and observational research methods and applied them in new ways.

Want to Read Currently Reading Read. Tiago marked it as to-read Jan 05, John rated it really liked it Feb 22, Here’s how the Economist article synthesizes recent behavioral research: For a few decades, those assumptions were regarded as dubious — rejected as being patronizing toward consumers, refusing to grant them dichteer or the sophistication to desire things for complicated yet still conscious reasons. Amazon Drive Cloud storage from Amazon.

Ideas he established were a significant influence on the practices of the advertising industry in the twentieth century. Computers are our best analysts, not Freudians.


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. Retrieved from ” https: Dichter died on 21 November in Peekskill, New York.


The 60 Best Songs of Barry Jenkins’ If Beale Street Could Talk is a near-perfect success both as a grand statement of solidarity and as a gorgeously wrought, long-overdue story of black life and black love. Dichtre 70 Best Albums of He and his wife fled to Paris, but soon realised that France was also a dangerous place for a Jewish family. Doubleday- Motivation Psychology – pages.

He was also hired by Chrysler Corporation to help sell Plymouth cars. Start reading The Strategy of Desire dicgter your Kindle in under a minute.

: The Strategy of Desire (): Ernest Dichter: Books

No trivia or quizzes yet. How Ernest Dichter, an acolyte of Sigmund Freud, revolutionised marketing”.

Views Read Edit View history. Then and Now,” Journal of Advertising, Vol.

The Strategy Of Desire

Common terms and phrases A. Explore the Home Gift Guide. Yasar Karakoc added it Feb 06, The book deals with the techniques of persuasion — what makes people act the way they do, how they can be motivated, the application of social science to the problems of human rrnest and the psychology of personality. It isn’t entirely irredeemable, but The House that Jack Built’ s familiar gimmicks say much more about Lars von Trier as a brand than as a provocateur or artist.


The conscious explanation is that lighters are used to light cigarettes, but at a deeper, unconscious level people use lighters because oof gives them mastery and power.

The Strategy of Desire – Ernest Dichter – Google Books

Dichter authored 17 books, numerous articles and contributed many chapters to books on advertising and market research:. He shows strtaegy 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. Today we have something special o you He called these groups focus groups.

The popularity of Packard’s book left the general public with a deep suspicion about market research methods. We believe price tends to indicate the value of things, not the other way around.