The book is currently out of stock
More about the book
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.
Book purchase
The Strategy of Desire, Ernest Dichter
- Language
- Released
- 2012
We’ll notify you via email once we track it down.
Payment methods
- Title
- The Strategy of Desire
- Language
- English
- Authors
- Ernest Dichter
- Publisher
- Martino Fine Books
- Publisher
- 2012
- Format
- Paperback
- Pages
- 314
- ISBN13
- 9781614273479
- Category
- Psychology
- 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.