Titlebook: Ernest Dichter and Motivation Research; New Perspectives on Stefan Schwarzkopf (Associate Professor in Busines Book 2010 Palgrave Macmilla

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Ernest Dichter and the Peacock Revolution: Motivation Research, the Menswear Market and the DuPont Cs meeting in Scottsdale, Arizona, in February 1966. ‘Today, I would like to describe to you another revolution that is about to explode — the peacock revolution.’ Among animals, the male is normally the more colourful sex, Dichter explained, except in the human world, where ‘men are the drab ones’.

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Patriarch or Promoter of the Women’s Movement? Ernest Dichter and his Interpretation of the Female I household, respectively. Looking behind the scenes of Dichter’s research and writing strategies, however, a more complicated picture is revealed. In order to unpick Dichter’s uneasy relationship it is not only necessary to analyse his research studies, articles and main works but also to incorporat

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Ernest Dichter as Midwife and Educator: Post-war European Consumer Societies and the Sociology of th present and interpret his work reveal a number of interesting insights into his vision of the consumer. By referring to him-self as a ’midwife’, an educator and social reformer, Dichter prepared the stage for continuous self-presentation as a public mentor who enabled consumers to recognise themsel

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