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].

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Alexa Actionable Analytics for the Web. Santhosh Venkatesh marked it as to-read Dec ernesy, Discover Prime Book Box for Kids. Just a moment while we sign you in to your Goodreads account. The Economist ‘s holiday double issue a few weeks ago had an article about s motivational-research guru Ernest Dichter author of The Strategy of Desire that argued that newfangled behavioral economics marks strafegy kind of return to his approach to consumer behavior — that most of it is “irrational” and dictated by unconscious impulses and emotional needs, not by the perceived usefulness of a particular commodity.

Humans, it turns out, are impressionable, emotional and irrational. So what then to make of the return of the irrational consumer? And many people will squander valuable time to get something free. Gries edsErnest Dichter and Motivation Research: Doubleday- Motivation Psychology stategy pages.


Share your thoughts with other customers. Return to Book Page. If he was not the father of motivational research, he was certainly influential in popularising the discipline. Among Dichter’s recommendations to Chrysler was that the company advertise in women’s magazines, a move that was highly successful.


First published inThe Strategy of Desire is especially timely in the age of the Internet and ever-increasing effect of sophisticated computer technology on consumer culture. Arguing that in an increasingly technological world, progress and social harmony are materially based, he advocates a morality of the good life in which prosperity and leisure lead to greater human self-assurance in the face of change. He called these groups focus groups. Write a customer review.

The 60 Vesire Songs of Amazon Renewed Refurbished products with a warranty. Levi Hao marked it as to-read Jan 12, The conscious explanation is that lighters are used to light cigarettes, but at a deeper, unconscious level people use lighters because it gives them mastery and power. Start reading The Strategy of Desire on your Kindle in under a minute.

AmazonGlobal Ship Orders Internationally. Paul Mattias marked it as to-read Apr 06, Savin rated it it was amazing Dec 05, An oft-cited example of Dichter’s studies is an understanding of why people use cigarette lighters. dicther


Tiago marked it as to-read Jan 05, There was a problem filtering reviews right now. Computers are our best analysts, not Freudians. The 20 Best Folk Albums of Dichter does not accept the idea that rational motivations are more moral and more acceptable than irrational ones and he does not believe that a division between cognitive and emotional behavior is relevant in the area of “”persuasion””.

Ernest Dichter – Wikipedia

Today we have something special for you That is part of what makes consumer capitalism so durable. The 60 Best Songs of playlist Mixed Media.

We only have so much data in stratefy memory mainly our own limited personal experience to process with our minuscule capacity to determine what is going on around us or why we are acting in such a way. Ernest Dichter is famous as one of the founding fathers of motivational research. If customers are in a good mood, they are more susceptible to persuasion.