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.
|Born||(1907-08-14)August 14, 1907|
|Died||November 21, 1991(1991-11-21) (aged 84)|
|Occupation(s)||Psychologist, market researcher and author|
|Known for||Motivational research; focus groups|
|Notable work||The Strategy of Desire (1960)|
|Children||Thomas William (b. 1941); Susan Jane (b. 1943)|