附註:Includes bibliographical references and index.
Machine generated contents note: Introduction: Ernest Dichter: the Motivation Researcher as "Expert" of a Globalised Consumer Modernity; R.Gries& S.Schwarzkopf -- PART I: DIMENSIONS OF DICHTER'S PERSONALITY -- Ernest Dichter and Religion; G.Sorgo -- Ernest Dichter, the Psychologist and Marketing Theorist; M.Tadajewski -- Ernest Dichter, the Motivational Researcher; R.Fullerton -- Ernest Dichter, the American; D.Horowitz -- PART II: THE BRANDING OF CONSUMER LIFE - CASE STUDIES ON ERNEST DICHTER'S WORK -- Dichter's Studies on Automobile Marketing; H.Karmasin -- Dichter and Fashion Marketing: the case of Du Pont Co.; R.Blaszczyk -- The Sex of Food: Dichter and Food Advertising; K.Parkin -- Patriarch or Interceder of the Women's Movement? Ernest Dichter and his Interpretation of the Female Image; K.Krummeich & S.Lahm -- PATT III: THE EUROPEAN THEATRE -- Ernest Dichter and the Birth" of Post-war Consumerism; K.Hellmann -- The Depth Boy" and his Enemies; D.Schindelbeck -- Ernest Dichter in Austria; A.Morawetz -- Ernest Dichter in France; V.Pouillard -- Ernest Dichter in Great Britain; S.Schwarzkopf -- Conclusion: Ernest Dichter: an episode or paradigm shift? From Motivation Research to Lifestyle Studies, Ethnopsychology and Neuromarketing; R.Gries & S.Schwarzkopf.
摘要:"Contextualizing Ernest Dichter within modern consumer culture and the rise of psychological approaches to post-war consumption in Europe and the US, this book argues that 1950s motivation research gives a unique vantage point from which to address questions of the transatlantic transfer of the cultures and institutions of consumption and marketing"--
