By Stefan Schwarzkopf, Rainer Gries
Contextualizing Ernest Dichter inside of glossy patron tradition and the increase of mental ways to post-war intake in Europe and the U.S., this ebook argues that Fifties motivation study supplies a different vantage element from which to handle questions of the transatlantic move of the cultures and associations of intake and advertising and marketing.
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Additional resources for Ernest Dichter and Motivation Research: New Perspectives on the Making of Post-war Consumer Culture
Parr, J. 1999. Domestic Goods: The Material, the Moral and the Economic in the Postwar Years. Toronto: University of Toronto Press. Peterman, J. 1956. Ten critical questions about motivation research. Industrial Marketing (April): 45–48. Petiška, E. 1992. Der Golem: jüdische Sagen und Märchen aus dem alten Prag. Prague: Martin. Platt, J. 1996. A History of Sociological Research Methods in America, 1920–1960. Cambridge: Cambridge University Press. Playboy. 1962. The Playboy Panel: the Womanization of America (June).
Childhood poverty imbued in him an appreciation for a world filled with pleasurable goods. Although there was wealth among his father’s relatives, with his father’s failure as a travelling salesman, young Dichter faced poverty at least well into his teens. His early encounters with the pleasures of consumer culture in Vienna instilled in him a sense of how to link commerce, pleasure and sexuality. Eager to experiment in developing a sound system for his uncle’s department store in the early 1920s, Dichter drew on information in an American magazine and ‘flooded the store with music’ and thus ‘brought a new atmosphere into the cold commercial display of merchandise’.
The constant experience of shortages, of being harassed and even imprisoned, of not having enough food and money for a living led to bizarre forms of status anxiety even when Dichter had already become a millionaire. While he made it his personal crusade to convince millions of American and European consumers to embrace comfort and luxuries, to ‘let go’ and remove their inhibitions about enjoyment of material goods, Dichter himself tended to remain outside the paradigms of the new consumer society he preached.
Ernest Dichter and Motivation Research: New Perspectives on the Making of Post-war Consumer Culture by Stefan Schwarzkopf, Rainer Gries