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Ernest Dichter
Ernest Dichter (14 August 1907 in
Vienna – 21 November 1991 in
Peekskill,
New York) was an 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. Dichter promised the "mobilisation and manipulation of human needs as they exist in the consumer". As America entered the 1950s, the decade of heightened commodity fetishism, Dichter offered consumers moral permission to embrace sex and consumption, and forged a philosophy of corporate hedonism, which he thought would make people immune to dangerous totalitarian ideas.
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