Ernest Dichter and Motivation Research New Perspectives on the Making of Post-war Consumer Culture

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.

STEFAN SCHWARZKOPF  is Lecturer in Global Marketing at Queen Mary University of London. RAINER GRIES  is Professor of History at The Jena Center for the History of the Twentieth Century, Friedrich Schiller University Jena, Germany.

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