Ernest Dichter and Motivation Research

REGINA BLASZCZYK Department of the History and Sociology of Science, University of Pennsylvania, USA RONALD FULLERTON Professor of Marketing, the American University in Cairo. Egypt KAI-UWE HELLMANN Senior Lecturer in the Sociology of Consumption and Economics, the Technical University of Berlin, Germany DANIEL HOROWITZ Professor in American Studies, Smith College, Massachusetts, USA HELENE KARMASIN Head of Karmasin Motivforschung and member of the management team of the Austrian Gallup Institute KARINA KRUMMEICH Diploma in Communication Science, the University of Vienna, Austria STEFANIE LAHM Doctoral Student, Institute of Communication Science, the University of Vienna, AustriaANDREA MORAWETZ Press Officer, the Austrian Consumer Association (VKI) KATHERINE PARKIN Professor in Modern American History, Monmouth University, New Jersey, USA VÉRONIQUE POUILLARD Assistant Professor, the Université Libre in Brussels, Belgium DIRK SCHINDELBECK Principal Lecturer, the University of Education in Freiburg, Germany GABRIELE SORGO Reader in Cultural History, the University of Vienna, Austria MARK TADAJEWSKI Lecturer in Critical Marketing, the University of Leicester, UK

• 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