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This profile was last updated on 12/17/2014 and contains contributions from the  Zoominfo Community.

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Wrong Ernest Dichter?

Ernest Dichter

President

Institute of Motivational Research

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I agree to the Terms of Service and Privacy Policy. I understand that I will receive a subscription to ZoomInfo Community Edition at no charge in exchange for downloading and installing the ZoomInfo Contact Contributor utility which, among other features, involves sharing my business contacts as well as headers and signature blocks from emails that I receive.

Institute of Motivational Research

Background Information

Employment History

ADD IMPACT INC


Psychologist and Marketing Expert

Synergy Marketing Strategy & Research, Inc.


President Doctor

Dichter & Neira


Affiliations

American Marketing Association of Hall of Fame

Member


Education

vs.


Ph.D.


Web References(55 Total References)


When Marketing Met Psychology Part 1

www.wearechainsaw.com [cached]

Just in case the "Tiger in Your Tank" tagline was too subtle, Dichter asked artists to highlight its link to male sexuality.
Marketing and manufacturing firms were also taking psychology very seriously, and several Viennese refugees were setting up shop in the USA. One of Freud's protégés, Ernest Dichter, founded The Institute for Motivational Research in New York. He wanted to learn "why people behave as they do, buy as they do, and respond to advertising as they do." Dichter coined the term "focus group" and invented what he called the "strategy of desire.


Why You Need To Build A Brand | GrowthTribe

www.growthtribe.com [cached]

In 1946, an American-based psychologist and marketing expert named Dr Ernest Dichter founded the Institute of Motivational Research in New York.
He was known to have pioneered the application of Freudian psychoanalytic concepts and techniques to business. In layman's term, he was using clinical psychology to study human behaviour in the consumer market, to see why people buy what they buy. In one of his articles titled Why Do We Smoke Cigarettes? he wrote, "individuals smoke one brand consistently, so that they become identified with it." That is why when smokers are offered a brand that is different from their own, they will usually reply, "No thanks, I'll smoke my own. Dr Dichter also commented that smokers feel flattered when they see another person smoking "their" brand of cigarettes because it is like an affirmation that "their brand" has a special significance.


Inauguration Day and The Century of the Self | ProjectFresh

projectfresh.com [cached]

Institute for Motivational Research was created by Ernest Dichter.
How could researchers find the secret self of the American consumer? He created the first focus groups to track people's emotions.


www.wearechainsaw.com

Just in case the "Tiger in Your Tank" tagline was too subtle, Dichter asked artists to highlight its link to male sexuality.
Marketing and manufacturing firms were also taking psychology very seriously, and several Viennese refugees were setting up shop in the USA. One of Freud's protégés, Ernest Dichter, founded The Institute for Motivational Research in New York. He wanted to learn "why people behave as they do, buy as they do, and respond to advertising as they do." Dichter coined the term "focus group" and invented what he called the "strategy of desire.


The Facts of Barbie

www.isness.org [cached]

The marketing of Barbie is driven by Ernest Dichter, director of the Institute for Motivational Research.
A PhD who studied psychology at the University of Vienna, Dichter used Freudian analysis to bring a "scientific" approach to marketing.


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