A contextualization of the consumer researcher Ernest Dichter within the wider field of consumer culture and the rise of psychological approaches to consumption in post-war Europe and North America
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Ernest Dichter was the twentieth century's ultimate seducer. Born in Vienna and trained by a pupil of Sigmund Freud, Dichter's research into what makes shoppers tick transformed the way the world looked at the relationship between products and consumers. His analyses of car and food advertising were a milestone in the psychological creation of the modern consumer. Surrounded by myths and secrets, Ernest Dichter the man has remained an enigma. Targeted by Vance Packard and many other critics, who branded him as a dangerous psycho-salesman, Dichter's credo has lost none of its inspiration and allure. This is the first international and interdisciplinary study to bring to light the hidden world of postwar motivation research and the insights it created into the way consumers think, feel and act. Its authors chart the influence of psychoanalytic consumer research in the United States, Britain, France, Germany and Austria.Biografía del autor:
RAINER GRIES is a Professor in Modern History at the University of Jena, Germany, and a Professor of Communications at the University of Vienna, Austria. He has written numerous books, book chapters and articles on the history of propaganda, advertising and product communication in Germany.
STEFAN SCHWARZKOPF is a Lecturer in Business History and Marketing at Copenhagen Business School, Denmark, and has published widely on the history of advertising, marketing and political propaganda in modern Europe and North America.
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