1007) Ernest Dichter

Ernest Dichter (1907 – 1991). Austrian-born 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.

- "It certainly applied to me, since I felt my red hair made me different."  https://books.google.it/books…

- "As a child at school, Dichter felt constantly observed and was made to feel like an outsider by other schoolchildren who picked on his red hair..."  https://books.google.it/books…

- "With his red hair, Dichter was not generally recognised as a Jew..."  https://books.google.it/books…

- "Rather stocky now, his once bright red hair more coppery-blond..."  https://books.google.it/books…