Ernest Dichter was an Austrian-American psychologist and marketing expert known as the “father of motivational research.” Dichter pioneered the application of. Dr. Ernest Dichter is the Director of the Institute of Motivational Research. In this book which is not really readable enough to be popular (in spite of its title) or. Get this from a library! The strategy of desire.. [Ernest Dichter].

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Ernest Dichter is famous as one of shrategy founding fathers of motivational research. In applying the social sciences to a variety of problems, Dichter emphasized new approaches to problem solving, advertising, politics, and selling, and issues of social significance such as urban renewal, productivity, and drug addiction.

As an author and corporate adviser, he used psychoanalytic theory and depth interviewing to uncover unconsciously held attitudes and beliefs. He goal was to help explain why people act the way they do and how positive behavioral change might erenst achieved.

In The Strategy of DesireDichter both counters the argument that motivational research amounts to manipulation, and shows how the understanding and modification of human behavior is necessary for progress. Dichter’s survey and analysis of behavior ranges widely. He examines everyday matters of product choice, as well as such broad civic issues as voter participation, religious toleration, and racial understanding. He shows that in order to achieve socially constructive goals, it is necessary to move beyond theological exhortation, which takes an unrealistic view of human morality, as well as beyond the limits of empirically oriented social science research, which only deals in dwsire.


Dichter sees human action as rooted in irrational and often unconscious motivation, which can usually be uncovered if the correct approach is used.

In his consumer research, he analyzes the nonutilitarian importance of objects in everyday life, as well as how products and materials become bound with emotional resonance or acquire different meanings eenest different contexts or points of view. Dichter shows that success depends on the satisfaction of desires and a movement beyond the ethic of work and saving. Arguing that in an increasingly technological world, progress and social harmony are materially based, he advocates a morality of the good life in which prosperity and leisure lead to greater human self-assurance in the face of change.

First published inThe Strategy of Desire is especially timely in the age of the Internet and ever-increasing effect of sophisticated computer technology on consumer culture. Would you like to tell us about stragegy lower price? If you are a seller for this product, would you like to suggest updates through seller support? Read more Read less.

Discover Prime Book Box for Kids. Customers who viewed this item also viewed. Page 1 of 1 Start over Page 1 of 1. Handbook of Consumer Motivations: The Psychology of the World of Objects. Getting motivated by Ernest Dichter: The secret behind individual motivations by the man who was not afraid to ask “why? Routledge; 1 edition July 26, Language: Start reading The Strategy of Desire on your Kindle in under a minute.

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: The Strategy of Desire (): Ernest Dichter: Books

Showing of 2 reviews. Top Reviews Most recent Top Reviews. There was a problem filtering reviews right now. Please try again later. Strategy of Desire provides deep insights into many consumer behaviors. While reading you may experiece several “aha” moments while your knowledge of human behavior increases.


The information in the book may very well give you the needed insights to take your marketing to the next level. The reader can expect to experience moments of discovery along the way through the chapters.

I for one have a greater understanding of why some dietary supplements sell better than others.

Ernest Dichter – Wikipedia

Dig deep into the human condition with the Godfather of human motivation- Ernest Dichter. Excellent book for those who wish to learn more about how we’re manipulated psychologically every day!

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