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Wrong Ernest Dichter?

Dr. Ernest Dichter

Influential Director

Institute for Motivational Research

Institute for Motivational Research

Background Information


American Marketing Association of Hall of Fame




Web References (83 Total References)

The Facts of Barbie

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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.

dissertation: Consume/d

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Later on in the 20th century Ernest Dichter, president of the American Institute for Motivational Research and author of the book "Motivating Human Behavior" (1971), compared humans to Pavlov's dogs and said that "one can motivate [people] to change habitual behaviors which are protective devices in the first place" by using techniques of reward and punishment. (Dichter 1971: p17) Interestingly enough today it is practically impossible to get a hold of the literary works of the members of the Psychological Corporation or titles by such authors as Dichter and Bernays.

Birth of a Hypno-Fetish | Soforia's Hypnotic Silken Web

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Ernest Dichter of the Institute for Motivational Research, Inc., oneof the so-called fathers of depth analysis.

The carny barkers of the movie business were described by the popular pressin terms similar to Packard's condemnation of Dichter.

Alan M. Perlman - Writing Samples

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The most famous practitioner was Ernest Dichter, PhD, Director of the Institute for Motivational Research. As early as 1941 Dichter was exhorting ad agencies to see themselves as "some of the most advanced laboratories in psychology. He said the successful ad agency "manipulates human motivations and desires and develops a need for goods with which the public has...been unfamiliar -- [and] perhaps may be even undesirous of purchasing." Dichter insists that products must not only be good; they must appeal to our feelings "deep in the psychological recesses of the mind.

(2) the elevation of consumerism; while Dr. Dichter contends that it's important to give people permission to enjoy life, possessions don't necessarily make people happy -- and besides, America is too great a nation to have to depend on such devious practices to sustain its economy;

Consulting Expertise

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Her early career developed working under two of the pioneers in the field of market research, Bill Simmons, founder of Simmons Market Research Bureau, and Ernest Dichter, founder of the Institute of Motivational Research. She has expertise in both quantitative and qualitative methodologies.

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