Ernest Dichter, president of the Institute for Motivational Research--made a statement in 1941 that typifies the developing advertising consciousness.
said that the successful ad agency "manipulates human motivations and desires and develops a need for goods with which the public has at one time been un-familiar--perhaps even undesirous of purchasing."
conducted hundreds of motivation studies from his
headquarters on a mountaintop overlooking the Hudson River.
commanded a staff of over 25 resident specialists, and published a monthly called Motivations.
had a "psycho-panel" of several hundred families; he
did intensive analyses of the emotional makeup of each family member, and used the families to test products and ideas on different "types."
Presumably, citizens were worried about dieting and tooth decay. (Much of the anti-sugar publicity was generated by the manufacturers of low-calorie products and toothpastes.) The industry hired Dr. Dichter.
told them that the real problem was a guilt feeling about self-indulgence on the part of the individuals in the market area.
advised them, for instance, to emphasize bite-sized pieces in order to give people a feeling that they weren't eating too much.