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Provides insight into the American consumer boom of the mid-20th century through access to the market research reports and supporting documents of Ernest Dichter, the era’s foremost consumer analyst and market research pioneer.
Additional Information:
Contains 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. Dichter’s Freud-inspired studies put the consumer “on the couch” and emphasized the unconscious motives behind consumer behavior.
Coverage: 1935-1965
Vendor: Adam Matthew Digital
Producer: Adam Matthew Digital
Interlibrary Loan Type: Not Permitted
Simultaneous User Limit: Unlimited simultaneous users