Ernest Dichter's fur coat models: Fashioning a therapeutic culture.

Abstract

Discussions of the rise of therapeutic culture have tended toward the abstract, in part due to a focus on theory. This article looks at the case of Ernest Dichter's motivational research, particularly a study conducted on fur coats in the late 1950s, to locate this broader cultural shift more materially. Motivational research was a broad project of study that aimed to uncover unconscious consumer desires using the tools of psychology and psychoanalysis. This project materialized culture first through the pen-and-paper projective test created for the study, which sorted styles of fur into different classifications of womanhood, and second through the fur coats themselves, which were granted by Dichter a psychological agency of their own in their relationship with middle-class women. Through this study, Dichter observed a shift in Americans' understanding of the self, a movement away from meeting physiological needs to addressing their inner lives; changing economic conditions had granted more income and free time with which to look inward, and Americans wanted consumer goods to aid in such self-discovery. Dichter suggested that the fur industry capitalize on this change by emphasizing the versatility of fur and the role of objects more generally in fostering creative self-expression. The advertising office was where theory was put into practice. In that way, it is a uniquely generative though often overlooked space from which to look into the rise of the therapeutic culture.