Ernest Dichter and motivation research: new perspectives on the making of post-war consumer culture

The work of motivation and consumer researcher Ernest Dichter was a milestonein the psychological creation of the modern consumer. This collection contextualizes Ernest Dichter within twentieth-century consumer culture and it chartsthe rise of psychological approaches to consumption in post-war Europe and North America. INDICE: - 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 -

• ISBN: 978-0-230-53799-6
• Editorial: Palgrave Macmillan
• Encuadernacion: Cartoné
• Páginas: 288
• Fecha Publicación: 24/09/2010
• Nº Volúmenes: 1
• Idioma: Inglés