Market Research and American Business, 1935-1965 provides a unique insight into the American consumer boom of the mid-20th century through access to the complete market research reports of Ernest Dichter, the era’s foremost consumer analyst, market research pioneer and widely-recognised ‘father’ of Motivational Research.
The collection is a treasure trove of information on some of America’s best known brands, containing thousands of reports commissioned by advertising agencies and global businesses in a booming era for consumerism, ‘Madison Avenue’ advertising and global brands on consumer goods ranging from tobacco and broadcasting to cars and hotels.
Immensely influential, Dichter’s Freud-inspired studies put the consumer “on the couch” and emphasized the unconscious motives behind consumer behavior. The work of Dichter and his Institute for Motivational Research provided the building blocks for many of the great campaigns of advertising’s golden age – including Exxon’s famous “put a tiger in your tank” campaign and the slogan “bet you can’t just eat one” for Frito-Lays – as well as facilitating the successful introduction of Mattel’s Barbie Doll.
This collection will provide researchers of consumer culture, business, advertising, marketing and psychology with a wealth of documentation. The wide variety of industries featured will allow for diverse – and multilateral – approaches from a range of academic disciplines.