The Hidden PersuadersAn account of the motivation research people, the advertising agency psychologists who analyze consumer desires and find out how to make people buy the things the agencies are paid to promote. Personalities, techniques, symbols, and approaches are discussed and some of the leading ad psychologists are interviewed. |
Contents
CHAPTER PAGE 1 THE DEPTH APPROACH | 3 |
PERSUADING US AS CONSUMERS | 11 |
THE TROUBLE WITH PEOPLE | 13 |
Copyright | |
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added Advertising Age advertising agency Advertising Research Foundation American appeal auto become beer began behavior brand buyer campaign candy cent Cheskin Chicago cigar cigarette coffee consumer customers David Riesman Davy Crockett depth approach depth interviews depth merchandisers depth probers depth study Dichter director drink Edward Weiss Eisenhower emotional Ernest Dichter executive explained fact Father's Day feel felt firm girl impulse impulse buying industry instant coffee James Vicary journal look magazine major makers manipulators margarine McCann-Erickson mid-fifties motivation research motivational analysts Nescafé offered package personality persuaders picture Pierre Martineau pointed political President probers probing problem prune psychological psychologists public relations public-relations reassurance reported Republican saying sell smoking social engineers Social Research social scientists subconscious supermarket symbol talk techniques tests Tide tion trend trying Weiss and Geller Whitaker and Baxter woman women words