The Strategy of Desire by Ernest Dichter

The Strategy of Desire by Ernest Dichter

2012 Reprint of 1960 Edition. Exact facsimile of the original edition, not reproduced with Optical Recognition Software. Ernest Dichter was an Austrian-American psychologist and marketing expert known as the father of motivational research. Dichter pioneered the application of Freudian psychoanalytic concepts and techniques to business - in particular to the study of consumer behavior in the marketplace. Ideas he established were a significant influence on the practices of the advertising industry in the twentieth century. According to a New York Times article in 1998, he was the first to coin the term focus group and to stress the importance of image and persuasion in advertising. Pt. 1. Persuasion started with Eve. The mask of behavior -- The discovery of motivations -- Command or persuasion -- Measuring human emotions -- The soul of things -- We think as we please -- The wholistic approach -- Pt. 2. Strategy in a conflict era. The psycho-economic age -- The visions before us -- The fear of change -- The search for identity -- Misery of choice -- The burden of the good life -- Search for a goal.

Dichter, Ernest: -

Ernest Dichter (1907-1991) was consulting psychologist for the Columbia Broadcasting System from 1943 to 1946, president of the Institute for Motivational Research, and founder of Ernest Dichter Associates International. His books include, The Psychology of Everyday Life, Handbook of Consumer Motivation, Motivating Human Behavior, and The Naked Manager. Arthur Asa Berger is professor of broadcast and electronic communication arts at San Francisco State University.

SKU	Unavailable
ISBN 13	9781614273479
ISBN 10	1614273472
Title	The Strategy of Desire
Author	Ernest Dichter
Condition	Unavailable
Binding Type	Paperback
Publisher	Martino Fine Books
Year published	2012-09-05
Number of pages	314
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.