LEADER 04582nam 2200793 a 450 001 9910828958403321 005 20240418025827.0 010 $a0-8122-2226-1 010 $a1-283-89686-9 010 $a0-8122-0487-5 024 7 $a10.9783/9780812204872 035 $a(CKB)3170000000046714 035 $a(OCoLC)794700595 035 $a(CaPaEBR)ebrary10642742 035 $a(SSID)ssj0000810965 035 $a(PQKBManifestationID)12345402 035 $a(PQKBTitleCode)TC0000810965 035 $a(PQKBWorkID)10847025 035 $a(PQKB)11017488 035 $a(SSID)ssj0000605876 035 $a(PQKBManifestationID)11391689 035 $a(PQKBTitleCode)TC0000605876 035 $a(PQKBWorkID)10575988 035 $a(PQKB)11472464 035 $a(MdBmJHUP)muse8254 035 $a(DE-B1597)449376 035 $a(OCoLC)979904818 035 $a(DE-B1597)9780812204872 035 $a(Au-PeEL)EBL3441990 035 $a(CaPaEBR)ebr10642742 035 $a(CaONFJC)MIL420936 035 $a(MiAaPQ)EBC3441990 035 $a(EXLCZ)993170000000046714 100 $a20091210d2010 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 10$aFreud on Madison Avenue$b[electronic resource] $emotivation research and subliminal advertising in America /$fLawrence R. Samuel 205 $a1st ed. 210 $aPhiladelphia $cUniversity of Pennsylvania Press$dc2010 215 $a1 online resource (227 p.) 300 $aBibliographic Level Mode of Issuance: Monograph 311 $a0-8122-4251-3 320 $aIncludes bibliographical references and index. 327 $aThe psychology of everyday living -- The sophisticated sell -- The secret pitch -- The fertile moment -- The psychology of the world of objects. 330 $aWhat do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freud and his followers. By the 1950's, Freudian psychology had become the adman's most powerful new tool, promising to plumb the depths of shoppers' subconscious minds to access the irrational desires beneath their buying decisions. That the unconscious was the key to consumer behavior was a new idea in the field of advertising, and its impact was felt beyond the commercial realm. Centered on the fascinating lives of the brilliant men and women who brought psychoanalytic theories and practices from Europe to Madison Avenue and, ultimately, to Main Street, Freud on Madison Avenue tells the story of how midcentury advertisers changed American culture. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, and the father of motivation research, Viennese-trained psychologist Ernest Dichter, adapted techniques from sociology, anthropology, and psychology to help their clients market consumer goods. Many of these researchers had fled the Nazis in the 1930's, and their decidedly Continental and intellectual perspectives on secret desires and inner urges sent shockwaves through WASP-dominated postwar American culture and commerce. Though popular, these qualitative research and persuasion tactics were not without critics in their time. Some of the tools the motivation researchers introduced, such as the focus group, are still in use, with "consumer insights" and "account planning" direct descendants of Freudian psychological techniques. Looking back, author Lawrence R. Samuel implicates Dichter's positive spin on the pleasure principle in the hedonism of the Baby Boomer generation, and he connects the acceptance of psychoanalysis in marketing culture to the rise of therapeutic culture in the United States. 606 $aMotivation research (Marketing)$zUnited States$xHistory 606 $aSubliminal advertising$zUnited States$xHistory 606 $aAdvertising$zUnited States$xPsychological aspects$xHistory 606 $aConsumer behavior$zUnited States$xHistory 610 $aAmerican History. 610 $aAmerican Studies. 610 $aBusiness. 610 $aEconomics. 615 0$aMotivation research (Marketing)$xHistory. 615 0$aSubliminal advertising$xHistory. 615 0$aAdvertising$xPsychological aspects$xHistory. 615 0$aConsumer behavior$xHistory. 676 $a659.101/9 700 $aSamuel$b Lawrence R$0872705 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910828958403321 996 $aFreud on Madison Avenue$94057134 997 $aUNINA