Abstract

List of Illustrations List of Tables Preface and Acknowledgements Notes on Contributors PART I: INTRODUCTION Ernest Dichter, Motivation Research and the 'Century of the Consumer' R.Gries & S.Schwarzkopf PART II: DIMENSIONS OF ERNEST DICHTER'S WORK AND PERSONALITY From Vienna to the United States and Back: Ernest Dichter and American Consumer Culture D.Horowitz Ernest Dichter, the Motivational Researcher R.Fullerton Ernest Dichter, Religion and the Spirit of Capitalism: an Exegete of Pure Cult Religion Serves Consumer Society G.Sorgo Ernest Dichter and Consumer Behaviour: Intellectual Primacy and Interpretive Consumer Research M.Tadajewski PART III: THE BRANDING OF CONSUMER LIFE - CASE STUDIES ON ERNEST DICHTER'S WORK Ernest Dichter's Studies on Automobile Marketing H.Karmasin Ernest Dichter and the Peacock Revolution: Motivation Research, the Menswear Market, and the DuPont Company R.Blaszczyk The 'Sex of Food': Ernest Dichter, Libido, and American Food Advertising K.Parkin Patriarch or Promoter of the Women's Movement? Ernest Dichter and his Interpretation of the Female Image K.Krummeich & S.Lahm PART IV: THE EUROPEAN THEATRE Ernest Dichter as Midwife and Educator: Postwar European Consumer Societies and the Sociology of the Consumer K.Hellmann A Backward Republic or 'Brave New Austria'? Market and Motivation Research in Dichter's Home Country after World War II A.Morawetz The Reception of Ernest Dichter and the Resistance to Motivation Research in Francophone Europe V.Pouillard Ernest Dichter Motivates the British: Motivation Research and Contested Professional Legitimacies in Britain S.Schwarzkopf The 'Depth Boy': Ernest Dichter and the Postwar German Advertising Elite 'Victim of a technical hitch...': Ernest Dichter as Proprietor of a Guesthouse with Bugging Installation D.Schindelbeck PART V: CONCLUSION Motivation Research - Episode or Paradigm Shift? From Ernest Dichter to Consumer Ethnography, Neuromarketing and Bio-Power R.Gries & S.Schwarzkopf

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.