Sign-In
Cart
The Strategy of Desire
Paperback
Series: Classics in Communication and Mass Culture (Paperback)
Investing & FinanceMarketingGeneral Psychology
ISBN13: 9780765808943
Publisher: Routledge
Published: Apr 30 2002
Pages: 328
Weight: 0.99
Height: 0.75 Width: 6.36 Depth: 8.80
Language: English
Ernest Dichter is famous as one of the founding fathers of motivational research. In applying the social sciences to a variety of problems, Dichter emphasized new approaches to problem solving, advertising, politics, and selling, and issues of social significance such as urban renewal, productivity, and drug addiction. As an author and corporate adviser, he used psychoanalytic theory and depth interviewing to uncover unconsciously held attitudes and beliefs. He goal was to help explain why people act the way they do and how positive behavioral change might be achieved. In The Strategy of Desire, Dichter both counters the argument that motivational research amounts to manipulation, and shows how the understanding and modification of human behavior is necessary for progress.
Dichter's survey and analysis of behavior ranges widely. He examines everyday matters of product choice, as well as such broad civic issues as voter participation, religious toleration, and racial understanding. He shows that in order to achieve socially constructive goals, it is necessary to move beyond theological exhortation, which takes an unrealistic view of human morality, as well as beyond the limits of empirically oriented social science research, which only deals in appearances. Dichter sees human action as rooted in irrational and often unconscious motivation, which can usually be uncovered if the correct approach is used. In his consumer research, he analyzes the nonutilitarian importance of objects in everyday life, as well as how products and materials become bound with emotional resonance or acquire different meanings from different contexts or points of view. Dichter shows that success depends on the satisfaction of desires and a movement beyond the ethic of work and saving. Arguing that in an increasingly technological world, progress and social harmony are materially based, he advocates a morality of the good life in which prosperity and leisure lead to greater human self-assurance in the face of change.
First published in 1960, The Strategy of Desire is especially timely in the age of the Internet and ever-increasing effect of sophisticated computer technology on consumer culture.
2 different editions
Also available
Also from
Dichter, Ernest
Also in
Marketing
Dummies Guide to Starting Your Own Business: Essential Steps to Launching and Scaling a Successful Small Business Venture
Press, Essywrites
Paperback
Brought to You by: How Corporations Warped the Truth, Conned the Public, and Broke Democracy
Westervelt, Amy
Hardcover
Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering
Gladwell, Malcolm
Paperback
$100m Lost Chapters: Lost Treasures from $100M Offers, $100M Leads, and $100M Money Models
Hormozi, Alex
Hardcover
Stupider People Have Done It: Marketing Truths, Career Moves, and Life Advice for Doers
Schwedelson, Jay
Hardcover
Zero Click Marketing: How to Build Brands and Earn Customers on a Traffic-Starved Web
Fishkin, Rand
Natividad, Amanda
Hardcover
Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com
Tyler, Marylou
Ross, Aaron
Hardcover
Ofertas de $100M: Cómo presentar ofertas tan buenas que la gente sienta que es estúpida si dice que no
Hormozi, Alex
Hardcover
Prospectos de $100M: Cómo conseguir que los desconocidos quieran comprar lo que vendes
Hormozi, Alex
Paperback
Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life
Sutherland, Rory
Paperback
Clean Winners: Sustainability Strategy That Puts Customers First
Challagalla, Goutam
Dalsace, Frederic
Hardcover
The Currencies of Wellness: A Field Guide to the Unexpected Ways Brands Can Shape Everyday Well-Being
Nichols, Tricia
Paperback
Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers
Moore, Geoffrey A.
Paperback
The AI Edge: Sales Strategies for Unleashing the Power of AI to Save Time, Sell More, and Crush the Competition
Blount, Jeb
Iannarino, Anthony
Hardcover
The Million-Dollar Financial Services Practice: A Proven System for Becoming a Top Producer
Mullen Jr, David J.
Paperback
Odds Are It's Marketing: A Practical Guide to Spotting Trends, Building Strategy, and Driving Growth
Ling, Shanise
Paperback
Cold Calling Sucks (And That's Why It Works): A Step-by-Step Guide to Calling Strangers in Sales
Cegelski, Nick
Farrokh, Armand
Paperback
Yes!: 50 Scientifically Proven Ways to Be Persuasive
Goldstein, Noah J.
Martin, Steve J.
Cialdini, Robert
Paperback
Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets
Moore, Geoffrey A.
Paperback
The 1-Page Marketing Plan: Get New Customers, Make More Money, and Stand Out from the Crowd
Dib, Allan
Paperback
Predictable Revenue: Turn Your Business Into a Sales Machine with the $100 Million Best Practices of Salesforce.com
Tyler, Marylou
Ross, Aaron
Paperback
El año de 12 semanas: Logra en 12 semanas lo que otros hacen en 12 meses
Lennington, Michael
Moran, Brian P.
Paperback
Get Clients Now! (Tm): A 28-Day Marketing Program for Professionals, Consultants, and Coaches
Hayden, C.
Paperback
Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it
Dunford, April
Paperback
How Brands Grow 2 Revised Edition: Including Emerging Markets, Services, Durables, B2B and Luxury Brands
Romaniuk, Jenni
Sharp, Bryon
Hardcover
Blue Ocean Strategy, Enhanced Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant
Mauborgne, Renée
Kim, W. Chan
Hardcover
The Youtube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue
Eves, Derral
Hardcover
Sales Truth: Debunk the Myths. Apply Powerful Principles. Win More New Sales.
Weinberg, Mike
Paperback
2024 Ultimate Guide To E-commerce Growth: 7 Unexpected KPIs To Scale An E-commerce Shop To $10 Million Plus
Hammersley, Ian
Hammersley, Mark
Paperback
The AI Marketing Canvas, Second Edition: A Five-Step AI Plan for Marketers
Venkatesan, Rajkumar
Lecinski, Jim
Paperback
Revenge of the Tipping Point: Overstories, Superspreaders, and the Rise of Social Engineering
Gladwell, Malcolm
Hardcover
Be a Sequoia, Not a Bonsai: The Seven Growth Secrets of the World's Most Successful Companies
Darveau-Garneau, Nicolas
Hardcover
Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding
Wheeler, Alina
Meyerson, Rob
Hardcover
Walk in the Other Guy's Shoes: 25 Lessons for the Marketing, Procurement, and Agency Triangle
Davis, Joanne
Hardcover
What Would Tequila Do?: The Playbook For Thriving Despite Corporate Bullshit. 52 Shots. No Filler.
Campher, Henk
Paperback
The Leader's Brain, Updated and Expanded: Unlock Peak Performance in Work and Life with Neuroscience
Platt, Michael
Paperback
Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it
Dunford, April
Hardcover
Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond
Underhill, Paco
Paperback
The Power of Visual Storytelling: How to Use Visuals, Videos, and Social Media to Market Your Brand
Gioglio, Jessica
Walter, Ekaterina
Paperback
Haciendo que el Primer Círculo Funcione: La base para la duplicación en el mercadeo en red
Gage, Randy
Paperback
Marketing 7.0: A Guide for Thinking Marketers in the Age of AI
Kartajaya, Hermawan
Setiawan, Iwan
Kotler, Philip
Hardcover
Focus: How to Plan Strategy and Improve Execution to Achieve Growth
Sridhar, Shrihari
Mittal, Vikas
Hardcover
The Human Element: Overcoming the Resistance That Awaits New Ideas
Nordgren, Loran
Schonthal, David
Hardcover
How to Write a Marketing Plan: Define Your Strategy, Plan Effectively and Reach Your Marketing Goals
Westwood, John
Paperback
Satisfaction: How Every Great Company Listens to the Voice of the Customer
Denove, Chris
Power, James
Paperback
Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone
Whitman, Drew Eric
Paperback
The Director's Method: Lead With Vision, Activate Imagination, and Deliver Breakthrough Business Results
Megia, Misty
Hardcover
$100M Offers Summary and Workbook: How To Make Offers So Good People Feel Stupid Saying No
Hormozi, Alex
Hardcover
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
Kapferer, Jean-Noël
Bastien, Vincent
Hardcover
Sales EQ: How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal
Blount, Jeb
Hardcover
The 22 Immutable Laws of Branding: How to Build a Product or Service Into a World-Class Brand
Ries, Al
Ries, Laura
Paperback
Trust Is the Strategy: Building Your Law Firm's Brand With Integrity
Amarir, Molly
Hargroder, Megan
Paperback
Digital Threads: The Small Business and Entrepreneur Playbook for Digital First Marketing
Schaffer, Neal
Paperback
The Best Attorney Never Wins: Why Great Lawyers Go Broke and Average Ones Build Empires
Perone, Angelo
Hardcover
The Experience Economy, with a New Preface by the Authors: Competing for Customer Time, Attention, and Money
Pine II, B. Joseph
Gilmore, James H.
Hardcover
Storybrand 2.0 Edición Actualizada: Clarifica Tu Mensaje Y Los Clientes Escucharán
Miller, Donald
Paperback
Ultimate Partner: 7 Principles for Winning in the Age of Ecosystems, AI, and Co-Sell
Menzione, Vince
Hardcover
Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business
Hall, Kindra
Hardcover
Takeaways: Ideas, Strategies and Encouragement for the Nonprofit Public Relations Professional
Whitt, Marc C.
Hardcover
Hbr's 10 Must Reads on Marketing, Updated and Expanded (Featuring Marketing Myopia by Theodore Levitt)
Levitt, Theodore
Reichheld, Fred
Review, Harvard Business
Paperback
$100m Lost Chapters: Lost Treasures from $100M Offers, $100M Leads, and $100M Money Models
Hormozi, Alex
Paperback
The 22 Immutable Laws of Marketing: Exposed and Explained by the World's Two
Trout, Jack
Ries, Al
Paperback
When in Doubt, Make Applesauce! Core Habits of the Masterful Public Relations Professional
Whitt, Marc C.
Hardcover
Day Trading Attention: How to Actually Build Brand and Sales in the New Social Media World
Vaynerchuk, Gary
Hardcover
High-Profit Prospecting: Powerful Strategies to Find the Best Leads and Drive Breakthrough Sales Results
Hunter Csp, Mark
Paperback
Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitabilit
Zhang, Z.
Raju, Jagmohan
Paperback
Build Your Beverage Empire - Third Edition: Start Your New Beverage Business
Olson, Jorge S.
Paperback
How to Become a Rainmaker: The Rules for Getting and Keeping Customers and Clients
Fox, Jeffrey J.
Hardcover
$100M Leads Summary & Workbook: How to Get Strangers To Want To Buy Your Stuff
Hormozi, Alex
Paperback
The Indispensable Marketer: Bridge The Trust Gap with Your CEO and Build a Business You're Both Proud Of
Baadsgaard, Jacob
Paperback
Design Research Mastery: How to Lead Research That Builds Buy-In and Great Products
Fortier, Sara
Paperback
For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be
Collins, Marcus
Paperback
Get Together: How to Build a Community with Your People
Huynh, Kevin
Sotto, Kai Elmer
Richardson, Bailey
Hardcover
Wholesale MBA: How to Sell Consumer Goods to Distributors, Retailers, and Consumers
Piancone, Sandro
Olson, Jorge S.
Paperback
The Best Story Wins: How to Leverage Hollywood Storytelling in Business and Beyond
Luhn, Matthew
Paperback
Get Found: The No-Fluff Guide to Ranking Higher and Becoming Your Customers' First Choice
Diamante, Matt
Paperback
Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization
Inghilleri, Leonardo
Solomon, Micah
Paperback
Trust Me, I'm Lying: Confessions of a Media Manipulator (Large Print Edition)
Holiday, Ryan
Paperback
The Visible Expert Revolution: How to Turn Ordinary Experts into Thought Leaders, Rainmakers and Industry Superstars
Frederiksen, Lee
Harr, Elizabeth
Feldman, Karl
Paperback
Creating Signature Stories: Strategic Messaging That Energizes, Persuades and Inspires
Aaker, David
Paperback
AI-Powered Content Marketing and SEO: Impact, Risks, and Strategies for Brands
Seda, Catherine
Halasz, Jenny
Paperback
Obvious Adams (Special Edition): The Story of a Successful Businessman
Updegraff, Robert Rawls
Paperback
The Youtube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue
Eves, Derral
Hardcover
How to Write an Exceptional Business Plan: A Step-by-Step Guide to Winning Investors, Lenders, and Success
Cheeks, Ashley
Paperback
No B.S. Marketing to the Affluent (Fourth Edition): The Ultimate No Holds Barred, Take No Prisoners, Guide to Getting Really Rich
Kennedy, Dan S.
Fischer, Martin J.
Paperback
Objections: The Ultimate Guide for Mastering the Art and Science of Getting Past No
Blount, Jeb
Hardcover
Agent-Powered Growth: Deploy AI Agents That Build Your Marketing Pipeline 24/7
Sjouwerman, Stu
Hardcover
The Now Habit: A Strategic Program for Overcoming Procrastination and Enjoying Guilt-Free Play
Fiore, Neil
Paperback
No B.S. Marketing to the Affluent: No Holds Barred, Take No Prisoners, Guide to Getting Really Rich
Kennedy, Dan S.
Paperback