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Exploring the intersection of psychology and marketing, this work by Ernest Dichter delves into consumer behavior through a Freudian lens. It introduces groundbreaking concepts like the focus group and emphasizes the role of image and persuasion in advertising. The book is divided into two parts: the first examines the foundations of persuasion and human motivations, while the second addresses strategic challenges in a rapidly changing world, highlighting themes of identity and the complexities of choice. Dichter's insights laid the groundwork for modern advertising practices.
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The Strategy of Desire, Ernest Dichter
- Language
- Released
- 2012
- product-detail.submit-box.info.binding
- (Paperback)
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- Title
- The Strategy of Desire
- Language
- English
- Authors
- Ernest Dichter
- Publisher
- Martino Fine Books
- Released
- 2012
- Format
- Paperback
- Pages
- 314
- ISBN13
- 9781614273479
- Series
- Rating
- 3.2 out of 5
- Description
- Exploring the intersection of psychology and marketing, this work by Ernest Dichter delves into consumer behavior through a Freudian lens. It introduces groundbreaking concepts like the focus group and emphasizes the role of image and persuasion in advertising. The book is divided into two parts: the first examines the foundations of persuasion and human motivations, while the second addresses strategic challenges in a rapidly changing world, highlighting themes of identity and the complexities of choice. Dichter's insights laid the groundwork for modern advertising practices.