skip to searchskip to content
banner
Ernest Dichter papers
print eadcite thisAsk Hagley
Ernest Dichter papers

Accession 2407

Manuscripts and Archives Department, Hagley Museum and Library


PO Box 3630
Wilmington, Delaware, 19807
302-658-2400
research@hagley.org

This finding aid was produced using the Archivists' Toolkit 2013-04-24T13:55-0400

Finding aid prepared using best local practices and Describing Archives: A Content Standard

Cite items for this collection in the following format:
[Description and dates], Box/folder number, Ernest Dichter papers (Accession 2407), Hagley Museum and Library, Wilmington, DE 19807

icon

Descriptive Summary

Title: Ernest Dichter papers
Dates: 1936-1991, bulk 1956-1986
Accession Number: 2407
Creator: Dichter, Ernest, 1907-1991
Extent: 215 linear feet
Language of Material: German
Repository: Hagley Museum and Library: Manuscripts and Archives Department
Abstract: This collection consists of the business records of Ernest Dichter and the several consulting firms through which he operated fully document his role as a pioneer of motivational research, from the beginnings of his career in the United States until a few months before his death.
icon

Administrative Information


Provenance

Gift of the Dichter family, 2007.

After closing his offices in the Croton-on-Hudson "Castle" in 1982, Dichter placed his library of research studies, publications and other writings with Mercy College, where he taught marketing. However, when Mercy College sought permission in 1990 to microfilm them and have carte blanche to destroy the originals to save space, Dichter repossessed them. He was working with a dealer to sell them to another library but was unable to make satisfactory arrangements before his final illness. These materials, plus Dr. Dichter's remaining business correspondence and notes, were removed to Hagley from Dichter's last residence and office in Cortlandt Manor, N.Y., in 2007.

Existence and Location of Copies

A large portion of the Ernest Dichter papers was digitized by Adam Matthew Digital (AMD) in 2013 and is available to on-site users and database subscribers via the AMD database, American Consumer Culture, 1935-1965 .

icon

Biographical Note

Ernest Dichter, one of the pioneers in consumer motivational research, was born in Vienna on August 14, 1907, the oldest of three children of William and Mathilde Dichter, a family of Polish and Sudeten-German immigrants. His father was a traveling salesman of textiles and sewing accessories. Dichter was obliged to assume the breadwinner role as his father's business and health failed. The Dichters were downwardly mobile and were barely affected by the glittering high culture of pre-World War I Vienna. During and immediately after World War I, the family was severely impoverished as William Dichter was first drawn into the army and then often unable to earn commissions. Ernest Dichter would always recall the poverty and starvation of his formative years and credit it with sharpening his awareness of the pleasures and comforts to be had in even the most basic and essential material goods.

Although he remained poor, Dichter was able attend the University of Vienna where he studied German literature from 1927 to 1929, thanks to a new law that permitted working students to take classes on nights and weekends. In the latter year, he fled to Paris to escape family pressures and enrolled at the Sorbonne, where he continued his literary studies. Here a woman fellow-student, a refugee from the Russian Revolution with whom he had a relationship, turned his interests away from literature towards socialism and psychology.

Because of the Depression, Dichter was forced to return to Vienna in 1930, where he resumed his studies at the University, supporting himself as a tutor and window dresser. He now pursued a doctorate in psychology. His most important mentors were Karl Bühler (1879-1963) and Charlotte Bühler (1893-1974), who taught an anti-Freudian, empirical and developmental psychology and a motivation-based theory of personality. Dichter himself later credited the analytical philosopher Moritz Schlick (1882-1936), under whom he studied epistemology and logic, as having the greater influence and giving him the intellectual tools most essential to his later work. However, it was his statistics teacher, Paul Felix Lazarsfeld (1901-1976), who would later provide the entry to his American career. Dichter also studied the art and psychology of public speaking in a class taught by Esti Freud, the daughter-in-law of Sigmund Freud.

In 1934, the same year his father died, Dichter received his Ph.D. In the following year, Dichter married Hedy Langfelder, a concert pianist, the three events together marking his entrance into the professional class and into adult family life. He worked with developing infants, mentally ill children, offered vocational guidance to adults, and authored a popular syndicated column on practical psychology. He also conducted a private psychoanalytical practice and studied with Wilhelm Stekel (1868-1940) and August Aichhorn (1878-1949), both of whom practiced a more clinical and empirical form of psychoanalysis than Freud. During 1936-37, he also worked at the Arbeitsgemeinschaft der Mitarbeiter des Ősterreichischen Wirtschaftspsychologischen Forschungsstelle (Employees Association of the Austrian Economic Psychology Research Center) where Lazarsfeld, who had emigrated to America in 1933, had developed innovative market research that employed psychological depth interviews.

However, Dichter claimed to have been unaware that the Center was a haven for socialist dissidents and what the new right-wing government of Austria considered subversive activities, and he found himself arrested and held for interrogation without warning. Early in 1937, at the same time as the Center was formally shuttered, Dichter and his wife fled to Paris, where he was forced to work at his father's old trade of commission salesman, a setback, but one that forced him to hone his ability to deliver a successful sales pitch and drove home the fact that the product generally does not sell itself.

Dichter esacped Nazi controlled Germany and secured a visa to the U.S. in the spring of 1938. Dichter arrived in New York with a recommendation from Lazarsfeld, who had established himself in the U.S. in 1933 and was busily developing and refining many of the techniques that Dichter himself would later employ, Dichter secured a position with a market research firm within three days and settled into the refugee community in New York City. Unlike many refugee intellectuals and professionals, however, he sought professional help to replace his Viennese accent with an American one.

Within a short time, Dichter began to solicit short-term consulting jobs, the first with Esquire magazine, then for Procter & Gamble's Ivory soap, and then for Chrysler's new Plymouth line of low-priced cars, all incidentally, products that had a high psycho-sexual or erotic component to their consumer appeal. Within eighteen months of his arrival, Dichter had been noticed by Time magazine, and these first successes led to the post of director of psychological research with the influential advertising agency J. Stirling Getchell, Inc. After Getchell died, Dichter accepted an offer from Frank Stanton of the Columbia Broadcasting System, where Lazarsfeld was doing pioneering work on audience response. Stanton, Lazarsfeld, and their teams aired programs for test audiences and used a Program Analyzer to accurately measure fluctuating listener attention, thereby discovering what parts of the program people liked most. Where Lazarsfeld's research was both rigorously quantitative and qualitative, Dichter's approach was almost entirely qualitative. Where Lazarsfeld favored collaboration and team effort, Dichter worked on the basis of personal insight and in the role of an individual expert.

Naturally independent and entrepreneurial, Dichter chafed under the working conditions within a large organization like CBS, and in 1946 established his own consulting firm, which he incorporated as the Institute for Research in Mass Motivations in 1952. He was soon commanding fees of $500 a day. He moved his office from New York to a small farm in Montrose in 1953, and about a year later, to a 26-room mansion on a hill top overlooking the river in Croton-on-Hudson about thirty miles north of Manhattan. It 1955, it was restyled the Institute for Motivational Research, Inc., and it was under this title that the Dichter organization was at its most productive.

The 1950s were the heyday of the type of motivational research that Dichter practiced. Whether Dichter originated M.R. or was merely its most important and aggressive practitioner is still debated. He clearly benefited from his place in the New York market and from his forceful, charismatic personality. Dichter was capable of using a barrage of controversial, speculative and Freudian assertions (a watered-down Freudianism was everywhere permeating contemporary American culture) and a talent for what would later become known as "thinking outside the box" to command the attention of manufacturers and their advertising agencies.

Dichter followed a consistent operating procedure for most of his career. He came to employ a staff of as many as sixty or seventy people, about a third of which were social scientists, along with a pool of as many as 2,000 part-time interviewers scattered around the country who worked with carefully constructed groups of test subjects drawn from the target population. Dichter also maintained a smaller and more permanent pool of families from the New York-Westchester County area from whom he could select test subjects for more intensive study at his offices.

Dichter usually began with a mailed proposal calling attention to some supposed problem faced by a prospective client and describing his own past successes. A substantial number failed to elicit a response. When one did, Dichter attended an initial meeting to deliver his well-honed pitch like any other salesman. If successful, either the manufacturer, its advertising agency, or both, would pay $20,000-60,000 for a full-fledged study whose end product might run to hundreds of pages. Dichter's staff would assemble an appropriate sample of test subjects and use them to investigate Dichter's hypotheses and assertions. With some companies, Dichter was able to secure follow-up studies and establish a long-term working relationship. He is perhaps best known for the groundwork that lead to the "put a tiger in your tank" slogan for Exxon Corporation and the "bet you can't eat just one" advertising campaign of Frito-Lay, as well as facilitating the successful introduction of the Barbie doll.

Dichter used a wide variety of methods, including standard personality assessment and perception tests, anthropological observations, and psychodrama. Test subjects and families assembled in Dichter's "Living Laboratory," a facsimile of an ordinary suburban family room, where they watched television commercials or interacted with actual products, while tape recorders rolled and hidden cameras captured changes in body language. However, the core of Dichter's approach was the use of the in-depth interview. He and his staff used the whole battery of psychiatric techniques to elicit self-exploration and candid responses from his subjects that teased out their unconscious (often sexualized) motivations and emotional engagements with the whole range of consumer goods, with commercials and advertisements, and, when occasionally promoting service agencies or political candidates, with other aspects of daily life. Dichter claimed not only to reveal the consumers innermost secrets and taboos, but also the "soul of the product," the deeper meanings and taboos surrounding it.

As someone who had experienced privation, Dichter understood how material goods contributed to physical and psychological well-being and brought some measure of satisfaction and fulfillment even to the relatively poor. He wrote paeans to the simple and deep delights offered by bathing or eating soup or feeling the textures of different types of cloth. He had witnessed the growth of the middle classes through increasing income and leisure time and realized that the newly-prosperous and upwardly mobile American relied on advertising and other mass media rather than tradition for cues to appropriate behavior and possessions. He also saw how material abundance complicated the age-old issue of status markers, allowing for all sorts of associations and "personal statements" between the old dichotomy of excess for the rich few and meagerness for everyone else. Hence, for Dichter, consumption, properly channeled, became a form of therapy and self-realization. Goods chosen to meet one's inner needs and social responsibilities represented an advance over items chosen simply as external status markers to assert one's superiority. Mass communication, again properly channeled and explained, became the structural framework of democratic society. Products designed and sold in line with people's deepest, albeit irrational, internal needs would constitute realistic and realizable small steps towards a better life, if not the Good Life. Such steps, Dichter believed, would allay the kind of mass public anxieties that had been exploited by Hitler and other totalitarians of left and right.

At the same time, Dichter seems to have had a sense of mission to bring a more open, Continental sexuality to repressed, puritanical America and to make American society more open to immigrants and outsiders. In this, he was largely riding on underlying tectonic shifts that had been going on for years and that had accelerated during the social disruptions of World War II. On the other hand, he seems to have believed that American politics, and for that matter advertising, had gone too far in the direction of the real equality of the sexes. Dichter was a believer in gender complementarity, not equality, which implied the existence of subconscious gendered consumer preferences that advertisers ignored at their peril. In an early study he expatiated on "the gender of rice," rice being by culture, if not by nature, "feminine," while potatoes, say, were perceived as "masculine." A corollary was that advertisers must avoid sexual ambiguity or confusion in their ads, pitching a "masculine" product in a "feminine" way or vice versa, and especially avoiding the suggestion that a product was, in today's parlance, "too gay," an issue that was, in contrast to the frankness about bodily functions, usually approached obliquely in the 1950s and 60s.

Even at his peak, Dichter had opponents. Some maintained that his work was insufficiently quantitative and was therefore "unscientific," and in fact, Dichter seems to have been forced to include more quantitative analysis later on simply to keep up with disciplinary trends. Others thought Dichter was little more that a gifted advertising copywriter who simply wrapped his creative insights in psychological garb, or a pitchman who could appeal over the heads of experts to bosses who found his presentation of simple truisms psychologically profound.

A more comprehensive attack was launched by Vance Packard in his 1957 book The Hidden Persuaders, who arraigned Dichter as "the most famed" practitioner of techniques that promoted mass consumption and self-indulgence and manipulated consumers into buying things they never wanted or needed. Ironically, Packard's attack served as the perfect endorsement for potential clients, increasing Dichter's business and his stature. Dichter himself responded with a presentation of his own views in Strategy of Desire in 1960. Whatever one thinks of Dichter's own beliefs, his report interviews show his consumer subjects to be critical and skeptical, often brutally so, and capable of distinguishing what worked for them from advertising hype.

The attack by Betty Friedan in The Feminine Mystique in 1963 was less easily deflected. Dichter's quasi-Freudian psychology, adherence to the notion of separate spheres, and personal view of women as male help-meets could not be reconciled with any version of feminism. Dichter had long divided female consumers into three classes. The "career woman," even if lacking an actual career, might dream of one and felt bored and frustrated by housework. At the opposite end of the spectrum, the "pure housewife" reveled in traditional domestic duties. As a result, neither was likely to be a receptive consumer of household goods, the first being indifferent and the second committed to the doctrine of "do it yourself." Dichter favored (or perhaps created) the happy medium of the "balanced woman," who enjoyed housekeeping, yet engaged in or at least thought about some activities outside the domestic circle. The "balanced woman" was the perfect mark for advertisers, because they could entice her to try some supposedly labor-saving product that would allegedly increase her free time, while at the same time playing on her guilt at not being a more dedicated homemaker and her desire to meld domesticity and creativity. So in a famous study for General Mills, Dichter advised them to remove the powdered eggs and milk from Bisquick, a biscuit or cake mix which needed only water, on the grounds that it eliminated the last bit of creativity in cooking. The "balanced woman" could be won over by being made an active (but not too active) participant through adding the real eggs and milk herself.

On the crest of his American successes, Dichter took his approach back to Europe. Here he encountered varying blends of resistance and acceptance depending upon a given country's general stance on the larger issues of "Americanization." Where cultural resistance was highest, in Paris (1958) and Rome (1959), Dichter's branch offices were small and short-lived, although he continued to do some work for French clients out of New York.

In Britain, Dichter encountered a society numbed by nearly three decades of Depression privation and war rationing, where American abundance still generated mixed reactions of awe and resentment. Traditional British society was hostile to Dichter at a number of levels. Britain's long traditions of empiricism and analytical philosophy ensured that academics and scientists rejected Dichter's qualitative methods and watered-down Freudianism out of hand. Its deeply-ingrained class system and notions of class solidarity that stifled anything that smacked of "putting on airs" or grabbing more than one's share seemed to offer only barren ground for Dichter's ideas of optimism and mobility. Dichter thought the British even more puritanical than the Americans, yet within a few years after Dichter opened his London office in 1958, Britain's younger generation was developing its own brands of hedonism and fashion-sense and exporting them to the rest of the world. Even Dichter's "balanced woman" was a step forward in the British case, as a 1965 study of women's sexuality for Nova, a new women's magazine, showed.

In the end, however, Dichter's most reliable British clients were vendors of cigarettes and chocolates. For whatever cultural reasons, Dichter continued to find a more receptive audience in the German-speaking Europe from which he had come. The branch offices in Zurich, his main European base (1968), and Frankfurt (1970) generated an increasing share of Dichter's business, and in fact survived him. Dichter developed some of his strongest relationships with German and Swiss firms.

By the 1960s, a resurgent feminism was but one of Dichter's problems. The early success stories could not be repeated indefinitely. Dichter's multi-volume reports could be little more than a post-mortem for the Edsel. Often as not, Dichter was called in as part of a usually unsuccessful drive to revive flagging sales of products that were losing their appeal or regional brands that eventually would succumb to competition from national chains. The academic study of consumer behavior was moving into business schools and becoming more quantitative and theoretical. Advertising thrived on novelty, and Freudianism was becoming old. Newer advertising agencies increasingly relied on humor and irony, and it became clear that if people could remember the style of your ad, your jingle, catchphrase or mascot for whatever reason, you didn't have to punch their Freudian subconscious buttons.

Beginning in the early 1960s, Dichter began responding to these challenges more by changing the scope of his work than by altering his own ideologies. He solicited more work from non-profits, governments and political candidates, shifted the emphasis from the product to the effectiveness of the packaging, and used his motivational techniques to suggest ways to improve the morale of employees, particularly local managers, salespeople, dealers, and commission agents. He added more appendices with graphs to make his work more quantitative.

These unfavorable trends accelerated in the late 1960s and early 1970s. Dichter had long preached against American Puritanism, but when the barriers began collapsing, it is likely that he was not as pleased with the result as he might have once thought. The baby boomer kids who had sat sullen or fidgety in his "Living Laboratory" while he poked and prodded their psyches in the 1950s were now vowing not to trust anyone over thirty. While many vendors quickly figured out ways to cultivate the Youth Market, Dichter was now not merely over thirty, he was over sixty. While he could observe the Counterculture from outside as a social scientist and profess to see some of his own ideas and ideals there, to the hippie generation he could only be a parent and not a prophet. His work on the "peacock revolution" in men's dress, however perceptive, was used by DuPont to market the garish polyester fabrics and clothing that have since become a cliché of the 1970s.

To someone who had promised to ameliorate societal anxieties and psychological discontents in the pursuit of greater harmony and personal growth, the era's sometimes violent confrontations over stark racial, generational, class, gender, and lifestyle divides was genuinely disturbing. By his own accounts, Dichter saw the polarizations of the late 1960s as a replay of what had happened in Germany in the early 1930s. Spiro Agnew-style conservatism, in particular, seemed to him to presage a second coming of the Brown Shirts. As in the 1930s, Dichter seriously considered whether it might be time to escape by emigrating before it was too late. Matters came to a head in 1970, when Dichter suffered a heart attack during a confrontational speaking encounter with a Black militant. Nonetheless, with typical optimism, he used his forced recuperation to make suggestions for improving amenities for patients in hospitals.

This physical setback further prompted Dichter to rearrange his affairs. In March 1971, he sold his companies to Lehigh Valley Industries, Inc., a minor industrial conglomerate that had begun life as an anthracite coal company, but they jettisoned the business as unprofitable in 1973, keeping only a subsidiary that promoted coupon sales. Dichter repurchased the rest. His firms went through several changes of name, although it is unclear if these were merely cosmetic or represented attempts to recapitalize or reorganize.

At the same time, of course, the cataclysms that Dichter had feared did not happen, and as the 1970s turned into the "me decade," he enjoyed a new popularity in a cultural landscape teeming with rival gurus and self-help artists. As he gradually lost favor with many American mass marketers, he gained greater exposure as a pop psychologist. He ran seminars, wrote personality tests for popular magazines such as Cosmopolitan, and gave interviews (and a temporary sheen of respectability) to Penthouse and the supermarket tabloids. On the more serious side, Dichter developed an interest in futurology and a relationship with the nearby Hudson Institute founded by Herman Kahn. He also taught courses in marketing at Mercy College, originally a Catholic junior college in Dobbs Ferry that was vigorously transforming itself into an institution for adult students and continuing education.

By now, Dichter was at the normal age for retirement. He had tried to hand down his businesses to his only son, Thomas W. Dichter, making him the titular president of the Institute for a time in the 1970s, but he opted for an independent career as an anthropologist and expert on Third World development. Although Ernest Dichter continued working, age and the economic dislocations of the early 1980s forced him to curtail his activities. He sold the Croton-on-Hudson "Castle" at the end of 1981 and moved to more economical quarters in nearby Cortlandt Manor. The successful offices in Zurich and Frankfurt were sold to their local staffs who retained the Dichter name, and the London operation had already been sold to William Schlackman, a former employee who was becoming Britain's leading market researcher.

Dichter turned more and more to writing, obtained a faculty position at Nova University in Fort Lauderdale, Florida, and sought to convert his business into an academic institute, housed either in Florida or Israel. He took commissions from strange bedfellows, including Pat Robertson's Christian Broadcasting Network, for whom he analyzed viewer reactions to American television re-runs beamed into northern Israel and occupied southern Lebanon. With much of his written output now divorced from selling particular products, Dichter proved able to re-run or syndicate his own message to new audiences. As late as 1989 he was hired to conduct the first consumer motivation studies in the Soviet Union. Dichter disseminated his ideas in seventeen books published over his lifetime, as well as in his Institute's newsletters and in countless speeches and public appearances.

Ernest Dichter died of heart failure in the Hudson Valley Hospital Center near Peekskill, N.Y., on November 21, 1991. His work is perpetuated by Dichter Research AG, successor to the old Zurich office, and the Ernest Dichter Institut. Motiv-, Marketing- Kommunikationsforschung GmbH & Co. KG in Frankfurt. At the beginning of the twenty-first century, Dichter's work has been rediscovered by a new generation of historians of consumer culture.

Note: The above essay draws heavily upon Daniel Horowitz's "The Birth of a Salesman: Ernest Dichter and the Objects of Desire," which is perhaps the fullest account of Dichter's life and work thus far, and also upon Dichter's own letters and manuscripts.

icon

Scope and Content

This collection consists of the business records of Ernest Dichter and the several consulting firms through which he operated fully document his role as a pioneer of motivational research, from the beginnings of his career in the United States until a few months before his death. They lay out the evolution of his pyschological thought, his methods of soliciting business and getting maximum exposure for himself and his accomplishments​, his later role as a mentor and teacher, and, most importantly, the access he gained into the psyche of thousands of ordinary consumers over five decades and on five continents. However, Dichter was forced to cull his records in moving to smaller offices in the 1980s, so that much of his early correspondence, recordings, and other raw data have been lost.

icon

Arrangement

The Ernest Dichter papers were arranged in six series, which more or less reflect Dr. Dichter's own arrangement. However, researchers should be aware that Dr. Dichter kept multiple copies of his writings and associated materials in several different filing systems, including freestanding items on library shelves, papers in loose-leaf binders, and several runs of filing cabinets. Versions of the same document may typically exist in two or more series so researchers are advised to check all parts of the finding aid. The loose-leaf binders themselves have been destroyed as a conservation measure and all materials transferred to file folders and record cartons. In the process, obvious duplication, including the many copies of his writings that Dr. Dichter held as inventory for sale, has been eliminated. Dichter's numbering systems and indexes have been preserved.

icon
icon

Separated Material

Over 2,400 of the most interesting volumes are cataloged individually in Hagley's online library catalog.

icon

Series Descriptions and Inventory

I. Research Proposals and Studies, 1938-1988
126 linear feet
General Note
See Ernest Dichter papers, Series I. Research proposals and studies, for a detailed inventory.
II. Publications
11 linear feet
Scope and Content
Consists of the formally published newsletters and bulletins though which Dr. Dichter disseminated his ideas and presented the activities of himself and his Institute. There are also Japanese-language versions of two of his books and four of the Sacha children's books published in France. The rest of Dichter's books have been transferred to the general Published Collections collection.
A. Books
Scope and Content
Of particular note among the books are four of the "Sacha" children's books that Dichter originally wrote for his grandson Sasha and then had published in France.
Box
127 Books -- Japanese editions
127 Diskussions Forum Schöner Wohen, 1968
127 "The Doctor in His Office," GPMagazine, 1958 November
127 How to Be a Top Manager, 1984; typescript
127 Sacha n'a plus peur, 1974
127 Sacha oublie et se rappelle, 1974
127 Sacha a des émotions, 1974
127 Sacha a tous les pouvoirs, 1974
127 "Whose Lifestyle is it Anyway," Psychology & Marketing, 1986
127 Publications price list, circa 1991
B. Newsletters
Scope and Content
During his career, Dr. Dichter published four principal serials to disseminate his ideas. The most important was Motivations, begun in 1956. This was the period when Dichter was near the height of his influence and his ideas were considered new and exciting. Through Motivations, Dichter broadcast some of the ideas and results of his private client studies. Motivations is an interesting window into American middle class culture in the mid-fifties, and contains a number of photographs of domestic life that show the clutter and indifference to style that characterized most homes of that period, in contrast to the abundant consumer durables and style-consciousness in dress and belongings that lay over the horizon. It is not clear exactly when Dichter ceased publishing Motivations, as his surviving file copies end in the middle of 1957. However, some later copies placed among Dichter's file of "Reprints," indicates that publication continued until at least the fall of 1958.
Dichter began publishing his first newsletter on October 13, 1953. In contrast to Motivations, his Memo from the Desk of Dr. Ernest Dichter began as a simple typed letter. However, it soon moved to offset printing and acquired illustrations. Memo is particularly interesting because it is one of the few places in which Dichter described and illustrated the practical workings of his Institute and his research methods. It contains photos of tests underway and of the staff at work, even showing off their new IBM punch card sorter to prove that their operation is up-to-date. Memo also includes Dichter's musings on current events, reports on his latest studies and doings, and the opening of branch offices abroad.
In its last issue in 1964, Memo reverted to a typed format. The following year, Dichter replaced it with Findings, an un-illustrated four-page offset newsletter, which he continued for nearly the rest of his active career, ending the run in June 1986. As its title indicates, Findings mixes information gleaned from the client studies with observations on current events against a constant background of Dichter's main intellectual themes. He also used this newsletter to publicize his own movements and speaking engagements, but these is little on the Institute's inner workings as found in Memo. Findings is therefore most useful as a record of the evolution or persistence of basic ideas in Dichter's thought and of his reactions to the sea changes in American social and political life over those two decades. Information relating to subscriptions and billings for Findings from the 1970s and 80s may be found in the "Files on Publications" series in Subgroup F, Correspondence.
The Human Factor, published between 1976 and 1987 by the Economic Press, Inc., is a pocket-sized folder that contains a single, focused homily or recommendation to managers on the subject of self-motivation or employee motivation. It reflects the growing importance of this sort of work in Dichter's later career, as opposed to the lengthy consumer motivation studies and marketing tips. In 1987, Dichter changed the title to Manager/Motivator and probably ceased active involvement. Manager/Motivator continued to be issued as "ideas for inspiring people by Dr. Ernest Dichter" well after his death, probably by drawing upon or recycling earlier writings. The last known issue is No. 614 from 1998.
Box
127 Motivations, Vols. 1-2, 1956-1957
127 ","
127 Memo from the Desk of Dr. Ernest Dichter, Vol. 1, No. 1-No. 45, 1953-1964
127 Memo -- Index
127 Findings
127 No. 1-Vol. 6, No. 10, 1965 January-1970 December
Box
128 Findings
128 Vol. 7, No. 1-Vol. 44, No. 6, 1971 January-1986 August
128 Vol. 45, no. 1 (February 1987)-Vol. 47, no. 4 (May 1987)
128 Vol. 49, no. 10 (December 1987/January 1988) -- Vol. 51, No. 4 (May 1989)
128 Findings -- Indexes
Box
130 Findings -- Index cards
Box
128 The Human Factor, No. 101-281, 1976-1983
Box
129 The Human Factor, No. 282-376, 1983-1987
129 Manager/Motivator, No. 377-614, 1986-1998
129 The Human Factor -- Indexes
129 Manager/Motivator -- Indexes
129 The Economic Press -- Miscellaneous pamphlets
C. Reprints
Arrangement
The series is arranged according to the original numbers assigned to them by Dr. Dichter, although this is not strictly chronological. Some of the earliest writings, including an article on commercial psychology that Dichter wrote in 1937 while still in France, are in the last box of the series. There are several indexes created by Dr. Dichter to manage sales of the reprints, which are placed at the beginning of the series.
Scope and Content
Consists of offprints of journal articles or copies and clippings of magazines and newspapers. During his practice, Dichter maintained a file of these for sale or distribution to clients, of which a maximum of three copies has been retained. Dichter published in a very wide variety of venues, from the Harvard Business Review and sociological journals, through obscure trade and professional journals, to TV Guide, Cosmopolitan, Penthouse, and the National Enquirer. Some articles are derived directly from the research studies.
Individual publications of some length or note have also been cataloged as separate items on Hagley's on line public catalog (OPAC).
Box
131 Indexes to Reprints
131 No. 101 -- 261, 1944-1966
Box
132 No. 262 -- 324, 1966-1979
Box
133 No. 325 -- 375, 1943-1974
Box
134 No. 376 -- 443, 1974-1976
Box
135 No. 444 -- 513, 1976-1980
Box
136 No. 514 -- 594, 1937-1986
D. Publications by Others
Scope and Content
Consists of publications that Dr. Dichter collected from a variety of outside sources. Most come from his later years and seem to have been collected for comparative reference or for potential collaboration and outsourcing of work. Presumably, Dichter destroyed similar materials from his earlier years. The most interesting pieces are a series of motivational workbooks produced by the Success Motivation Institute, Inc., of Waco, Texas, as a step-by-step guide to managerial and workplace success and a life planner for the housewife.
Box
137 ARC Research -- Mail order gardening study, 1980
137 Davidson-Peterson Associates, Inc. -- California tourism marketing, 1985
137 The Gallup Organization, Inc. -- 1980-1981 National gardening survey
137 Garber, SooHoo & Associates -- California tourism marketing plan, 1985
137 H. Stern, Jewelers -- Brochure, 1986
137 Hornsuch -- Information -- Creativer Leben, 1982
137 Journal of Consumer Marketing, 1985 Summer
137 Media Dynamics, 1987
137 National Family Opinion, Inc, 1980
137 NorAm International Corp, circa 1987
137 "The Nose," 1986
137 Science Applications International Corp., Indian Point Energy Center, 1986
137 The Sherman Group, Inc., undated
137 Small Moon Enterprises, 1987
137 Stellenbosch Farmers' Winery Limited, undated
137 Success Motivation Institute, Inc.
137 "The Dynamics of Motivational Management," 1969
137 "Dynamics of Supervision -- Plan of Action," 1971
137 "Family Achievement Planner -- Wife's Plan of Action," 1970
III. Speeches, Quizzes & Seminars
10 linear feet
Scope and Content
Consists of the texts of speeches, pop-psychology personality quizzes, and agendas and notes for seminars, some of which may also exist in published form.
The speeches follow the trajectory of Dichter's career and generally reflect the findings and ideas one finds in the motivational studies and published writings of a given year. During the 1950s and 1960s, when the Institute was at its height, many of the speeches are those of Dichter's vice presidents and other subordinates, including Ernest Angel, Irving Gilman, John Kellogg, John Kishler, Tibor Koves, John Rimberg, and William Schlackman. In the later years, a high percentage of the speeches were delivered in German before European audiences, although English translations are often provided. In many cases the speeches exist in several drafts, sometimes with accompanying letters and notes. Dichter recycled many of the same ideas and often entire speeches for different audiences at different times. There is also some overlap between the speeches and the "Reprints," which is often noted by Dr. Dichter in the front page margins.
Even before emigrating, Dr. Dichter had written psychological personality tests and quizzes for popular magazines, a practice he continued throughout his career. Many were for women's magazines such as Cosmopolitan, Family Circle and Elle, and Dichter's output logically increased in the "Me Decade" of the 1970s. In the 1980s, Dichter began numbering his quizzes as a continuation of his "Speeches" series, using Nos. 1157-1170. However, the bulk remained organized alphabetically. The earliest quiz dates from 1944 and the latest from 1985.
Dr. Dichter also conducted seminars, especially in the later phases of his career. Sometimes, as in the seminars for Expressen, a Swedish newspaper, or the "Teller-Seller" seminars for motivating bank tellers, they were part of a larger motivational study. Others were offered commercially, and still others as university courses. The "Seminars" series is somewhat mixed. For some seminars, there are only publicity materials and flyers.
For others, such as Dichter's standard creativity and motivation seminars and his "Top Man Tests" for managers, there are elaborate notes and tests for organizing each session. For those that were offered as university courses, such as the seminar given at the Polytechnic Institute of New York, there are copies of student papers.
Arrangement
Dr. Dichter spent a great deal of time as a public speaker presenting his findings and ideas in a wide variety of venues. His first preserved speech dates from October 15, 1943, when he described his method of depth interviews to a meeting of the Market Research Council, but his active career as a public lecturer did not begin until 1951. The last preserved speech dates from 1987. Dichter kept a stock of his speech texts for sale or distribution and numbered them from 601 to 1156. This order has been preserved.
A. Speeches
Box
138 Index to speeches
138 No. 601 -- 768, 1943-1962
Box
139 No. 769 -- 881, 1962-1972
Box
140 No. 882 -- 1039, 1873-1982
Box
141 No. 1040 -- 1156, 1982-1987
B. Tests & Quizzes
Box
142 Numbered tests & quizzes -- Index
142 Numbered tests & quizzes, No. 1157 -- 1170, 1969-1985
142 Alphabetical tests & quizzes -- Index
142 Absent-minded
142 Adaptable -- How adaptable are you?
142 Adversity
142 Alienation book
142 Ambitious
142 Are you a country or city dweller at heart?
142 Are you a fatalist?
142 Are you a good decision maker?
142 Are you a good parent?
142 Are you a gossip?
142 Are a hypochondriac?
142 Are you a prima donna?
142 Are you a sensitive person?
142 Are you a snob?
142 Are you a stuffed shirt?
142 Are you a worrier?
142 Are you easily embarrassed?
142 Are you inner or outer directed?
142 Are you jealous?
142 Are you jittery?
142 Are you meant to be married?
142 Are you willing to take a chance?
142 Are you your own ideal?
142 Artistic
142 Bank psycho quiz
142 Can you read facial expressions?
142 Can you take criticism?
142 Can you take it?
142 Color
142 Cosmopolitan, 1965-1972
142 Christmas quizzes
142 Daily living -- Are you progressing or stagnating?
142 Data -- Facts or fictions in the behavioral sciences
142 Divorcee
142 Do you know how to make up your mind?
142 Do you know how to relax?
142 Do you live in a dream world?
142 Do you him more than he loves you?
142 Do you really live together?
142 Do you see the person behind the mask?
142 Dream man -- How realistic are your expectations about men?
142 Fit for marriage
142 Goals -- Why do people want things?
142 Green thumb
142 Hats
142 Have you a guilt complex?
142 Hostility index
142 How conscientious are you?
142 How creative are you?
142 How cynical are you?
142 How devoted are you?
142 How dominant are you?
142 How effective is your man?
142 How efficient are you?
142 How emotional are you?
142 How emotionally mature are you?
142 How ethical are you?
Box
143 How frustrated are you?
143 How generous are you?
143 How good a shopper are you?
143 How good are you in an emergency?
143 How good is your imagination?
143 How good is your memory?
143 How good is your sense of direction?
143 How good is you sense of humor?
143 How great is your fantasy life?
143 How grown-up are you?
143 How happy are you?
143 How high does your fantasy fly?
143 How important are your looks to you?
143 How logical are you?
143 How much chutzpah do you have?
143 How much of a showman are you?
143 How much of an escapist are you?
143 How observant are you?
143 How practical are you?
143 How prejudiced are you? (Uptight)
143 How quickly do you grasp things?
143 How romantic are you?
143 How self-conscious are you?
143 How sentimental are you?
143 How sexy are you?
143 How sociable are you?
143 How suggestible/gullible are you?
143 How to behave when you become your boss's wife
143 How to develop insight (Know yourself better)
143 How well do you concentrate?
143 How well do you know men?
143 How well do you know the opposite sex?
143 How well do you package yourself?
143 How well liked are you?
143 Human relations
143 Hypochondriac
143 Imagination/Personality
143 Inhibited?
143 Initiative -- What is your initiative quotient?
143 Inner or outer directed quiz
143 Is yours the right job?
143 Israel Aliyah -- Toys frost
143 Legs -- What do your legs say about your relationships with men?
143 Lipstick
143 Manager assessment quiz
143 Manual skills
143 Marriage counseling -- Is your marriage a good one?
143 Masculine or feminine?
143 Mean streak
143 Patience -- Are you truly patient?
143 Personality in color
143 Personality tests, Old
143 Presidential quiz -- Psychological profile
143 Problem solver
143 Profile as manager of managers
143 Psycho-quiz
143 Quiz -- Psycho test
143 Quiz book
143 Sales, Customer -- Do you really know your customer?
143 Second career
143 Smoking -- Psycho test
143 Social mobility
143 Spotting a crack in your marriage
143 Stressogram
143 Tel-ology
143 Test for sociability
143 Voters -- Campaign '72 -- A depth profile of voter attitudes
143 What do your mannerisms mean?
143 What does money mean to you?
143 What is your best occupation or job? -- Where do your talents lie?
143 What is your mate quotient? -- Roommate game -- Are you a good lover?
143 What is your psychological age?
143 What kind of life style do you want?
143 What kind of work do you really like?
143 What's your profile as a boss?
143 Who makes up your mind -- you or others?
143 Woman president
143 Work -- What kind of work do you really like?
143 Work alone or in groups -- Do you work best alone or in a group
C. Seminars
Box
144 AATT Seminar, 1974
144 ACT Management Conference, 1975
144 California tourism -- Long Island University, 1986
144 Consumer psychology -- Young & Rubicam list
144 Creativity (Lessons 1-6 are missing)
144 Creativity -- Germany
144 Creativity -- Mercy College, 1977
144 Dr. Hans Morawa, 1984
144 Ego -- Static inventory
144 Ego -- What would you do?
144 Environment - Problem diary
144 Environment - Creative filing
144 Environment - Mood barometer
144 Environment - Worry reducer
144 Everyday creativity
Box
145 Expressen -- Stockholm, 1969-1970
145 Fashion
145 Girl Scouts
145 Households -- Meeting in Vienna, 1961
145 Hudson Institute, 1976
145 Inhaltsverzeichnis, 1970
145 Irmtraud Nagel
145 Management rules don't work -- University of Maine, 1977
145 Management training -- Kursus, 1968
145 Marketing course, MG 851, 1981
145 Manual for task force leaders -- F.N.M.A, 1975
145 Modern management methods
145 Motivation seminar
145 Motivation seminar -- Submission to Miles Laboratories, Inc, 1969
145 New School for Social Research, 1979
145 Nova University -- Futurology
145 Polytechnic Institute of New York (includes term papers), 1981
Box
146 Psychometric advertising and package testing
146 Seminar on urban renewal
146 Sperry seminar
146 Strategy research
146 Synectics
146 Telephone use seminar
146 Teller-Seller
146 Tengelmann -- Denk seminar (Thinking seminar), 1968
146 Tengelmann three-day seminar, 1969
146 Test book -- Vol. 2
146 Textile seminar, 1974
146 Thinking -- Creativity
146 Thinking
Box
147 Thinking
147 Thinking II -- Glassine sheets
147 Thinking -- Imagination
147 Thinking -- Ten propaganda techniques
147 Top man tests
147 Vienna seminars
IV. Publicity
4.5 linear feet
Scope and Content
Consists of Dichter's press releases and a file of articles and clippings which he designated as "Publicity". There is some overlap with the "Reprints" series of publications, but these articles for the most part publicize Dr. Dichter, the man and his work, rather than being formal statements of his findings and ideas. The two series thus document how Dichter sought to promote himself and his thought, and how and how much of himself he revealed to the general public at different times. Dichter's own formal press releases date from the 1940s through 1964. A lone survivor from 1975 indicates that he continued this process, but the post-1964 releases have been lost. The "Publicity" files are primarily from the 1960s and 1970s, a period in which Dichter was obliged to change with the times. A substantial portion of the "Publicity" files are in German, with smaller quantities in French and Spanish. The file on Russian publications contains a tamed-down English translation of a Soviet denunciation of Dichter published in Noyoye Vremya (New Times).
A. Press Releases
Box
148 Press releases -- Index
148 Press releases -- No. 1-146, 1948-1964, 1975
B. Publicity
Box
148 Abasatzwirtschaft -- German publicity, 1961-1968
148 Adetem -- World customer, 1963
148 Argentine publications, 1959-1969
148 Articles, 1962-1967
148 Athens -- H. C. Vellis, 1978
148 Aufbau -- German publicity, 1970
148 Austrian information, 1977
148 Autobiography, 1971-1977
148 Background -- Institute and E. Dichter, undated
148 Bangkok World
148 Beer, 1954-1963
148 Bibliography, undated
148 Book reviews, 1972
148 Booklet -- Motivations, undated
148 Books and courses, undated
148 Bouche à L'Oreille, undated
148 Brazilian publications
148 British publications, 1960-1971
148 Brūckenbauer, 1977
148 "Business Mirror," 1971
148 C&A -- Children's fashion test, 1970-1973
148 C&A -- Costa Esmeralda, 1967-1969
148 Cahiers de la Publicité, 1964
148 Canadian publication, 1960-1969
148 Capital -- "Ich bin eine backpflaume," 1969
148 Cégos, 1956
148 Color TV, 1966
148 "Come Freud lava piú bianco," 1977
148 "Communicating the value of comprehensive pharmaceutical services,"
148 Construction -- Katonah
148 "Der Mensch und sein Arbeitsplatz," 1970
148 "Der Nackte Manager,"
148 "The Diabolical Dr. Dichter,"
148 Dichter -- Career articles, 1966-1982
Box
149 Dichter U. Seine Motiforschung handesblatt, 1961
149 "Die Kultur des Kalenders," 1983
149 Die memoiren eines merkwürdigen Wieners, 1977
149 Die Welt -- German publicity, 1970
149 Doctors/Patients, 1960
149 "Dr. Dichter knows almost everything," Boston Globe, 1970
149 Dutch publications, 1967
149 E. Dichter biography -- Short version, undated
149 E. Dichter International -- Biography, undated
149 E. Dichter mixed biography, 1970-1972
149 E. Dichter personal history, 1959
149 E. Dichter speeches and personal writings (all languages), 1958-1977
149 Effective fundraising, 1975
149 Epoca -- The Austrian revolution, 1966
149 Erinnerungen eines "geheimen Verführers," undated
149 Europe -- General information, 1962
149 European unification, 1960-1962
149 Fabric Forecast (England), 1969
149 Follow-up publicity
149 Foreign agreement, undated
149 Foreign newsletter, 1961
149 Foreign publicity, 1977
149 Forschungsinstitut für Absatz und Handel, 1972
149 Forties and fifties publicity
149 Frankfurter Allgemeine -- Blick durch die wirtschaft, 1958-1969
149 "Frauen und jugendliche politisch aktivieren," 1969
149 French press cuttings
149 German publicity, 1971-1973
149 Germany -- General publicity, 1970
149 Germany -- Movie publicity, 1970
149 Getting Motivated by Ernest Dichter, undated
149 God spleen ..., 1978
149 Graphik -- German publicity, 1965-1966, 1977
149 Handbook, 1965
149 Hats, 1966
149 Hommes et Techniques, 1957-1958
149 Honored -- City of Vienna, 1974
149 "How's your adaptability?" (Success), 1977
149 Hungarian publications, 1964
149 Il Giornale, 1977
149 Illustrative material for books
149 Indian publications, 1967
149 Institute for Motivational Research
149 Institute for Motivational Research brochure, undated
149 Institute for Motivational Research bulletins
149 Interviews with Ernest Dichter, 1961-1966
149 Israel, 1962-1972
149 Israeli press cuttings, 1962
149 Italian government -- Election of, 1963
149 Italian publications, 1961-1968
Box
150 Italy -- P -- Pubblicita e Vendita, vol. 1, no. 1, 1962
150 Italy -- Ricerche Motivazionali, 1964
150 Japanese publications, 1964-1965
150 Journal de la Publicité, 1953
150 Kosmetik-Tage Karlsruhe, 1973
150 Kosmetik und Konsument, 1971
150 Küchenmöbel, undated
150 La Stampa Periodica Italiana, 1961
150 Latin American publications, 1961
150 "Le Marketing Remonte aux Sources," 1970
150 Leisure, 1963
150 L'Express, 1968
150 London -- Miscellaneous clippings, 1966
150 Manager Magazin, 1977
150 "Manager sind wie Gärtner," 1970
150 Map -- Europe, 1943
150 Marketing, 1955-1975
150 "Marketing 1980," 1977
150 Marketing & advertising, 1961-1967
150 Media research, undated
150 "Mehr gewicht auf individualitat," undated
150 "Mehr spaß in Büro," 1971
150 Mexican publications, 1964
150 Miscellaneous
150 Miscellaneous German publications, 1961-1970
150 Miscellaneous pictures
150 Miscellaneous products, 1960-1965
150 Modernes Wohnen, 1969
150 Motivação em Pesquisa e Propaganda
150 Motivational research, 1958-1977
150 "Motive Interpreter," 1977
150 Motor Trade Executive, 1967
150 N.W. Magazine, 1972
150 Netherlands Antilles publications, 1964
150 "The New World of Advertising," undated
150 Newspaper cuttings -- Miscellaneous
150 Newspapers -- Strike, etc., 1964
150 Öffentlichkeit auf Deutsch, 1971-1979
Box
151 Parat -- German publicity, 1965
151 Paris-Match, 1963
151 Personal fun work, 1972
151 Personal history -- Maine voter study, 1949
151 Personal selling, 1974
151 Plus -- German publicity, 1979
151 Press clippings -- Foreign, 1971
151 Press cuttings, 1940-1977
151 Presse Actualites -- Interview with Ernest Dichter, 1966
151 Problemes Africains (Seminar held in Vienna), 1967
151 Profil magazine -- Profile of the Institute in Frankfurt and Zürich, 1976
151 "Psychologie der Verpackung," 1972
151 Publications for Ernest Dichter articles, 1975
151 Publicity, 1953-1982
151 Publicis
151 Puerto Rican publications, 1953
151 Recent speeches by Ernest Dichter
151 Resumés & biographies
151 Revue der Reclame (Netherlands), 1966
151 Russian articles (includes Soviet criticism of Dichter), 1965-1966
151 Sales -- Psychological, 1982
151 Salesmen training/selling, 1965-1966
151 Shoe Talk -- Personality of the month (South Africa), 1967
151 Sin and fun, 1983
151 Smits, 1967
151 Solidarität, 1970
151 South Africa -- Newscheck, 1963
151 South African publications, 1961-1967
151 Spanish publications, 1963-1969
151 Speigel -- German publicity, 1968
151 Stimulus -- "How to capitalize on word-of-mouth advertising," 1967
151 Strategie im reich der wünsche, 1961
151 The Strategy of Desire, 1958-1963
151 Studi I Ricerche, 1961
151 Stuttgarter Zeitung, 1971
151 Svoboda & Co., 1970
151 Sweden, 1964-1969
151 Switzerland -- Motivation research, 1966
151 Tages Anzeiger, 1977
151 Textil-Forum -- German publicity, 1963
Box
152 Textil-Wirtschaft -- German publicity, 1967-1968
152 Troost -- German publicity, 1962
152 "Two Decades of Motivational Research,"
152 U.S. publicity, 1970-1979
152 Überzeugen -- Nicht Verführen, 1972-1973
152 Up to Date -- German publicity, 1969
152 Venezuela
152 "The Verbal Illusion," 1960-1971
152 Warum Eigentlich Nicht?
152 Warum magazine, 1976
152 "Werben und Verkaufen" -- German publicity, 1963-1972, 1977
152 Werbe-Rundschau -- German publicity, 1967
152 "What's Your Emotional Age?," 1973
152 "Why Not?," 1977
152 Wie konnen wir Produkte für die Zukunft finden, 1977
152 Wien Aktuell, 1973
152 Wirtschafts Woche, 1976-1977
152 Zehn neue Leitgedanken in der Mediaforschung, undated
V. Writings & Drafts
Scope and Content
Consists of multiple drafts of some of Dichter's principal books and other writings. It also contains what Dichter referred to as his "Subject Files," which are copies of his lesser writings and parts of the studies arranged by subject for ready reference.
A. Drafts of Writings
25 linear feet
Scope and Content
This series consists of Dr. Dichter's rough writings and drafts, part of which were originally kept in a series of three-ring binders. There is some overlap with other series of Dr. Dichter's writings. Dichter kept multiple drafts of his various works, often with different annotations. He also recycled parts of one work into another and kept drafts of each of the stages of evolution of his books, often under different working titles. Other drafts were simply fragments without precise title information. As a consequence, all of the drafts that could not be identified as obvious exact copies have been preserved and arranged alphabetically. The series documents how Dichter refined his presentations and how he reused particular insights and illustrative examples in multiple works.
Box
153 "A Conversation with Dr. Ernest Dichter," 1970
153 "Application of Psychological Techniques to Current Problems,"
153 "Applications of Motivational Research," (Parts II & III)
153 "The Art of Asking Why?,"
153 "Better than Valium,"
153 Book outlines
153 "Boredom in Paradise,"
153 "," 1975
153 "Changing Human Nature,"
153 Clippings -- Babies and parents, 1969-1970
153 Clippings and notes, 1971
Box
154 Course in modern psychology as applied to communication & journalism
154 Creativity workbook
154 "Das Auto im emotionalen und politischen Umfeld,"
154 "Das grosse Buch de Motive,"
154 "Das Image der verpackung,"
154 "Dichter on Consumer Motivations,"
154 "Dichter on Motivations,"
Box
155 "Die kreative kommunikationslucke muss geschlossen warden!,"
155 "Die suche nach dem verborgenen Gold am Markt.,"
155 "Digging for Market Gold," 1987
155 Draft fragments
155 Draft fragments
155 Drafts -- Miscellaneous
155 Drafts -- Miscellaneous
155 Drafts -- Unidentified
155 Elsevier book
155 "Entscheiden sie mit dem Kopf oder mit dem Herzen?,"
155 "The Excuse Eliminator,"
155 "Finding Out Why?" (originally Dichter on Motivations)
155 "From Supermarket to Human Market,"
155 Futurology notes from Mercy College lecture, 1976
155 "Going for Hidden Gold in the Market Place,"
Box
156 "Going for Hidden Gold in the Market Place,"
156 "How Good a Manager are You?,"
156 "How Hot a Manager are You?,"
156 "How to be a Top Manager,"
156 "How to be Successful in a New Career,"
156 "How to Gain Insight into Yourself" -- Quiz book vol. 2
156 "How to Make Love and Money in a Waterbed Economy,"
Box
157 Human Factor
157 "Hunting for Motivations,"
157 "In Search of Motivations,"
Box
158 "Interpretive versus Descriptive Research," 1976
158 "Knowing the Real Why Leads to Knowing How
158 "Le Marketing Mis a Nu,"
158 "Max the Mind Detector,"
158 Modern Industrie; rough draft
158 "Money Therapy,"
158 "The Most Effective Advertising and Motivational Appeals,"
158 "Motivations?,"
158 "Motivating Human Behavior,"
158 "Motivating your Patients and Yourself,"
158 "Motivational Research and the Pursuit of Life Goals," 1959
158 "Motivations in Consumer Behavior," ; old copy
158 "Motivations in Human Behavior: An Introduction to Qualitative Research,"
Box
159 "The Naked Manager,"
159 "Neus Denken bringt neue Markte,"
159 "The New Way to Sell,"
159 "The New World of Packaging," 1975
159 "The Newspaper of Today and Tomorrow,"
159 "Non-Future Shock" -- Progress reports 1-4, 1971-1972
159 "Packaging,"
159 Programmed learning course for "Total" pompistes
159 "Professional Polygamy,"
Box
160 "The Road to Decisions" -- Part one
160 "Second Career" -- Notes
160 "So Führensie ihr Unternehmen zu Spitzenleistungen" (includes Dr. Dichter’s partial English translation)
160 "Some Concepts of Motivation,"
160 "Specific Techniques of Interpretive Research,"
160 "Stress,"
160 "Stressogram and Blessogram,"
160 "The Why Not? Management Principle,"
160 "Unification of Europe" (Disease of Nationalism)
160 "Vacation from Yourself,"
Box
161 "Vacation from Yourself,"
161 "Warum denn Eigentlich Nicht" (Management)
161 "Warum warten auf das Jahr 2000?,"
161 "What's in an Image," 1983
161 "Why Moses Flopped,"
161 "Wie Ich wirklich bin -- Wie Ich sein Wollte,"
161 "Wie Man das Markt 'Gold' findet,"
161 "The World of Tomorrow is up to You,"
B. Autobiographical Writings
Scope and Content
Of greater interest are Dichter's autobiographical writings in English and German. There is also a typed diary from the years 1942 to 1944 which provides the only available window into Dichter's private thoughts during his first years in America, when his career was still in flux and he sought to establish himself in New York.
Box
161 Autobiography
161 "Autobiography of a Hidden Persuader,"
161 Biographical sketches
161 Diary, 1942-1944
C. Subject Files
Scope and Content
Consists of samples of Dichter's writings and notes arranged by subject rather than chronologically or by project or client. This file presumably allowed Dichter and the Institute's staff to access quickly all of Dichter's more important thoughts on a particular topic. Speeches, drafts, and proposals for studies are all double-filed as part of the "Subject Files". As might be expected, the "Subject Files" cover the heyday of the Institute from 1943 to the mid 1970s and contain some of Dichter's best early writings. The text of a telephone interview with the Wall Street Journal in the wake of the Robert Kennedy assassination captures Dichter's reactions, not only to the assassinations, but also the student upheavals of 1968, and shows him having second thoughts about his earlier pronouncements about violence on television. Files from the 1970s show an early interest in solar energy, both from the purely technical side and in visionaries like Paolo Soleri and his Arcosanti community.
Box
162 Ad. - Creating an "Even Geniuses Need the Facts" Speech -- Association of National Advertisers, 1969 January
162 Ad Quiz, Nova, 1965
162 Ad Regulations (Government), 1977, undated
162 Ad Testing - Five Point Test Helps You Check How Well Your Ads Are Working -- Food Business, 1954 August
162 Ad Testing - Ads, Various, 1971
162 Advertisers - Are Advertisers Losing Out on Sex Appeal?, 1969, undated
162 Advertising, undated
162 Advertisers - IG -- Advertisers Have an Obligation to Help the Consumer Decide, 1956 January 30
162 Advertising - Ad Behind the Ad (Advertising Club, Los Angeles), 1954 February
162 Advertising - Ad Behind the Ad (Notes on St. Louis Speech), 1954 May
162 Advertising - Ad Quiz, 1946 September, undated
162 Advertising - Advertising of the Future -- Zurich Speech -- Gisler & Gisler, 1973 June 5
162 Advertising - Beauty May Be a Beast to Sales, 1953 October
162 Advertising - A Credo for Modern Research and Advertising -- Advertising Federation of America, Miami Beach, 1957 June 11
162 Advertising - Do Your Ads Really Carry Your Message, undated
162 Advertising - Dr. E. Dichter and the Ad Game, undated
162 Advertising - Enjoyable Advertising Sells Best, 1971
162 Advertising - Eulen Nach Athen Tragen (Carrying Coal to NewCastle) Marktwirtschaft, 1969
162 Advertising - Five Real Reasons for Client-Agency Changes (Reprinted from Art in Advertising), 1954 September
162 Advertising - How Word of Mouth Advertising Works -- Harvard Business Review, Boston, 1966 November
162 Advertising - Human Motivations in Relation to Advertising Themes, 1951 June 11
162 Advertising - Is Your Advertising Talking Yesterday's Language, 1953 March
162 Advertising - Is Your Advertising Working For You?, undated
162 Advertising - Luncheon Address -- Continental Advertising Agency Network Conference, Toronto, 1954 May
162 Advertising - Mass Motivations and Advertising, 1953 November
162 Advertising - Miscellaneous Clippings, Publicity, etc, 1964-1970
162 Advertising - More Humor in Advertising, undated
162 Advertising - New Ads Sell Old Brews (Piels, Pabst, Goetz), Tide Magazine, 1955 August 10
162 Advertising - The Newspaper as Advertisement in the Future: Salenger Nachrichten, undated
162 Advertising - Notes from Lecture to Advertising Club, Chicago, undated
162 Advertising - Personality Plus -- The Key to Successful Beer Advertising, Brewers Digest, 1955 March
162 Advertising - Publicity -- Business Management -- Articles-Sales Incentives, August 1965, June 1968, September 1968
162 Advertising - Remarks by JK "Mass Motivation Research in the Forward Look," October 14, 1955
162 Advertising - Realism before Glamour in Advertising -- Dichter, November 20, 1964
162 Advertising - Six Reasons Why Your Award Winning Ad May Not Sell, 1972
162 Advertising - Speech -- Advertising Age Creative Workshop "Creativity Based on Facts," July 21, 1966
162 Advertising - Speech - Ohio Valley Industrial Advertising, April 28, 1955
162 Advertising - 3 Ways to Produce Understanding Advertising -- Adv. Agency & Adv. & Selling, February 1954
162 Advertising - 12 Principles to Improve Advertising -- Speech SIB Seminar in Germany, June 9, 1970
162 Advertising - To Influence People-Know Them, 1950
162 Advertising - Using Animals Instead of Girls Half Clad, July 14, 1971
162 Advertising - Twelve Common Pitfalls (Lecture -- Chicago Tribune), November 1950
162 Advertising - What Makes Advertising Effective to the Reader, undated
162 Advertising - Why Accounts Leave Home, Advertising Agency Magazine, November 1954
162 Advertising - Why Don't You Use Psychology, undated
162 Advertising (International) -- Awakening of Desires-The Major Job of..... (Special Supplement Herald Tribune), June 27, 1967
162 Advertising, Outdoor -- How to Increase Outdoor Advertising, October 1969
162 Advertising, Truth in -- An Exciting New Approach -- Speech, Ad Institute -- Back to Basics, April 19, 1973
162 Advertising Agencies, 1955-1967 undated
162 Advertising Bans -- e.g. Cigarettes, undated
162 Advertising Media - Depth of Media Penetration, undated
162 Advertising Media - Ten New Concepts in Media Research, prepared for MediaScope from Talk before Media Research Directors' Association, 1959
162 Aging - How Well Do You Know Older People, undated
162 Aging - Woman of Anonymous Age, 1972
162 Aging - The AHA! Experience, undated
162 Aging - Air Conditioning -- York Air Conditioning, May 16, 1967
162 Aging - Air Lines -- Release re: Japan Air Lines, undated
162 Aging - American -- What is an American?, undated
162 Aging - American Way, September 1970
162 American Foreign Policy - Changing America's Image Abroad, Overseas Press Club [file 1], October 16, 1957
162 American Foreign Policy - Why do They Hate Us, draft to New York Times [file 2], May 15, 1958
162 American Foreign Policy - A Goal for American Foreign Policy as Seen by a Psychologist E.D. [file 3], May 13, 1958
162 American Foreign Policy - The Psychology of International Marketing, E.D. Press Luncheon, 21 Club, New York City [file 4], December 11, 1958
162 American Foreign Policy - Khrushchev Visit: The Role of Social Research, Prod. (Political Research: Organization & Design), September 1959
162 American Foreign Policy - America's Image in Today's World -- National Military -- Industrial Conference [file 6], April 27, 1960
162 Appearance -- Seven Vital Things About Your Appearance, undated
162 Appliances, Household - Homemaking & Appliances [file 1], 1945
162 Appliances, Household - Electrical Appliances Release -- National Electrical Manufacturers Association [file 2], November 1955
162 Appliances, Household - How to Sell to the Modern Housewife -- Wagner Manufacturing Company [file 3], January 17, 1958
162 A.R.F, September 1983
162 Art Instruction Inc., 1953, undated
162 Atomic Energy, 1945-1947, undated
162 Australia -- Australia and Advertising, 1961
162 Australian Tourism, September 22, 1984
162 Austria -- Initiative, Public, 1985
162 Austrian Shepherd's Shirt, undated
162 "Confidential," October 2, 1958
162 Automobile - Buying Trends in the Automobile Field, January 1968
162 Automobile - The Car -- Friend or Foe?, 1966
162 Automobile - How to Attract More Customers to the Auto Laboratory, October 1969
162 Automobile - Marketing a New Motor Coach, March 1972
162 Automobile - Volkswagen, 1961, 1972
162 Automobile - What Different Types of Buyers Buy Different Types of Cars, December 3, 1956
162 Automobile - What the Car Means to Young People, undated
162 Automobile, Foreign -- Psychology of the Small Foreign Car, 1960
162 Automobile Supplies -- What Can Motivational Research do For the Manufacturing of Automotive Chemical Specialties?, December 9, 1958
162 Aviation - Air France -- Report on Flight #070, undated
162 Aviation - Notes on a 747 Flight, undated
162 Aviation - Thinking About Learning to Fly?, March 18, 1968
162 Aviation - Up, Up & Away, 1968
162 Aviation, Flying -- How to Fly, 1970, undated
162 Aviation, Planes -- In-Flight Entertainment, 1965
162 Aviation, Safety -- The Common Man -- Up in Air, 1953
162 Babies, 1956, undated
162 Babies -- Keeping Up With Baby (Scenarios for Nova University), 1973
162 Baking - Money Motivations in an Affluent Society (for Floss/Muthesius Book, Germany), March 1971
162 Baking - Put the Emotions Back Into Baked Products, 1955, undated
162 Bank Panel (Promotion of), 1971
162 Banks, 1971, undated
162 Banks - Bank of the Future, October 5, 1970
162 Banks - Bank Presentation (for CBT. Also information of Banking Panel), September 11, 1973
162 Banks - Bankers Trust Company (Preliminary Findings), undated
162 Banks - Clearing House (Burroughs) -- U.S.- New Tool for Banks: Motivation Research, December 1957
162 Banks - Fair Play Principle, undated
162 Banks - General, 1957-1968, undated
162 Banks - Manufacturers Hanover Trust, October 1971
162 Banks - Miscellaneous Clippings, Publicity, etc, 1972
162 Banks - Money is Merchandise -- Speech before New York Financial Association, November 1953
162 Banks - Money Motivations in Affluent Society, undated
162 Banks - Motivational Bank Marketing, undated
162 Banks - The New Bank Customer, undated
162 Banks - Psycho-Quiz -- How Well Do You Know Your Customers? (for Weigl & Co.), undated
Box
163 Banks - Successful Banking in the 1970s, May 1970
163 Banks - Teller-Seller -- Ideas on Modern Banking, undated
163 Banks - The Teller is the Seller, undated
163 Baseball, miscellaneous, 1971, undated
163 Bathing -- Miscellaneous Ideas, Clipping, etc, 1972
163 Beauty Parlor Training, 1973, undated
163 Beauty Parlors (Hair & -- miscellaneous), undated
163 Beef, 1976, undated
163 Beer, 1976
163 Beer, 1954-1967, undated
163 Beer -- Publicity, undated
163 Beer -- Wort, 1971, 1974
163 Behavioral Science, 1965-1967
163 Behavioral Science - How to Change Attitudes, Public Relations Journal, August 1967
163 Behavioral Science - The Strategy of Human Motivation, Public Relations Journal, October 1967
163 Behavioral Science - It Ain't Necessarily So, Public Relations Journal, 1957
163 Behind The Trends -- E. Dichter, 1950, undated
163 Beneficial Finance Company, 1967
163 Better Citizenship Bureau, 1950, undated
163 Bicentennial, 1973, undated
163 Bicentennial -- How to Prepare for 1976 -- 200th Anniversary, Avant Garde, March 1969
163 Bicycles, 1971
163 Biofeedback, undated
163 Birth Control, 1969
163 Blick Burch Die Wirtschft -- Dichter Was Here (article - personal history), February 25, 1972
163 Bleach -- Purex Liquid, 1957, undated
163 Bleach -- The Clorox Name & Trademark, March 1972
163 Blood -- "Blut Spenden oder Blut Leihen?" (Giving Blood or Lending Blood?) -- Medical Tribune -- Germany, June 1972
163 Blood Donor, 1967, 1970
163 Blunders -- How Not to Correct Mistakes, undated
163 Boats -- Why do They Buy Boats (by E.D.) The Boating Industry, January 15, 1956
163 Body -- A Psychologist Looks at Your Body, undated
163 Bonds -- Why People Buy Bonds (transcript of Remarks to Treasurers Group), November 25, 1980
163 Books - The Future Book, undated
163 Books - Mystic Bay Books, 1984, undated
163 Boredom, 1971, undated
163 Boredom, 1974
163 Boss -- Being your Own Boss, undated
163 Bourbon Institute, 1958, 1971
163 Bowling, 1962
163 Brand Loyalty - Eight Ways to Promote Brand Loyalty, February 1954
163 Brand Loyalty - Jolly Green Giant (after), undated
163 Brand Loyalty - Popular Brands Now Mean Chain Brands, undated
163 Brand Preference -- Consumer Preference, undated
163 Bread -- What's Wrong with Bread Advertising? (Baking Industry), August 25, 1956
163 Breasts -- Why Men Like, Love, and Fondle Breasts (see Cosmopolitan Magazine), undated
163 Breasts -- Why Men Like Breasts, 1968, 1973, undated
163 Brochures -- Ernest Dichter Associates brochures, undated
163 Brochures -- old Institute for Motivational Research brochures & clients, 1958, undated
163 Building Materials -- Lecture, Annual Conference (Red Cedar Shingle Bureau), December 1954
163 Bureaucracy -- The Pathology of a Bureaucracy, undated
163 Business Abroad, 1966, undated
163 Business Management, 1970
163 Butter -- American Butter Institute (Problems Confronting Industry), October 22, 1951
163 Buyer Psychology -- Psychology of Store Buyers (Psychologische Brucken und Barrieren des Einkaufers), May 1968
163 Buying - Are You Buying Names or Quality?, undated
163 Buying - Buying is an Expression of Creativeness, undated
163 Buying - Do You Really Know Your Customers, 1948, undated
163 Buying - How the Shopper is Motivated (Dry Goods), January 12, 1955
163 Buying - Motives Underlying the Buying Act (Holland and England), October 1953
163 Buying - Notes on Buying Motivations of Today's Women (interview for Fortune magazine), June 1956
163 Buying - Psychodramatic Research Project on Commodities as Inter-social Media, 1944, 1956
163 Buying - Purchases & the Real Motivations (Speech, Paris), 1953
163 Buying - Real Reasons Why People Buy, February 1, 1955
163 Buying - The Customer is Under the Microscope, undated
163 Buying - The Do it Yourself Nader, undated
163 Buying - The Myth of the Bargain Hunter (Supermarket News), February 1953
163 Buying - The Needs of Ten Buyer Types, E.D. (American Salesman), November 1958
163 Buying - The Point of Point of Purchase -- reprint from Food Marketing, May-June 1954
163 Buying - The Psychology of Buying, undated
163 Buying - Understanding the Purchase Motivation (American Marketing Association), January 1954
163 Buying - What Can Make Canadians Buy in 1957? Irving Gilman, Advertising & Sales Executive Club of Montreal, February 26, 1957
163 Buying - What Can Make People Buy in 1957?, article, Sales Management, November 10, 1956
163 Buying - What Makes the Lady Buy -- Hosiery Forum -- HosieryMerchandising Magazine, January 1952
163 Buying - What Makes Them Buy? -- Sponsor -- from Handbook, Consumer Motivations, August 24, 1964
163 Buying - Why People Buy, undated
163 Buying - Why People Really Buy Goods, 1948
163 Buying - Why The Consumer Buys (speech by Irving Gilman) New York City League of Advertising Agencies, February 1955
163 Buying - Why You Buy, Enquirer, 1967, 1981
163 Buying - Why You Buy, Family Circle, September 1967
163 Buying (Important) -- Frankfurter Zeitung, November 3, 1975
163 Buying, Suburban -- Suburban Buying, June 1957
163 Campaign Insight, May 1972, undated
Box
164 Canada, Tourism -- How to Win Over American Tourists to A Holiday in Canada -- The Globe and Mail, May 13, 1972
164 Canada Study, undated
164 Candidates -- How People Really Feel About the Candidate -- an Emotional Barometer, undated
164 Candy - Candy Industry, undated
164 Candy - Consumer Attitudes Towards, 1960
164 Candy - Candy Marketer, July 1965
164 Candy - Miscellaneous, 1970
164 Candy - Proposal for Cadbury, Ltd., Confectionary Group, October 1973
164 Candy - Publicity, 1954
164 Candy - The Stepchild of the Pleasure Society, June 23, 1972
164 Candy - X-Raying the Candy Customer, April 29, 1965
164 Candy Industry, 1965
164 Canning -- The Changing Psychology of Canning at Home, November 18, 1965
164 Capitol Concepts -- Capitol Concepts: article for Industrial Distribution, 1966, undated
164 Car Buyers -- Typology of 0 Kenyon & Eckhardt Inc. Ad Agency, February 20, 1967
164 Car Buying - The Motivations of, National Enquirer, undated
164 Car Buying - Your Car -- As Others See It, National Enquirer, undated
164 , October 1966
164 Car Owners -- Inside a Customer's Head, Motor Trade Executive London, March 1967
164 Car Psych, 1968, undated
164 Career -- The Second Career, undated
164 Carpet Sweepers: Housecleaning & Carpet Sweepers -- Guide to Selling more Carpet Sweepers, undated
164 Cars, 1973, undated
164 Cars - Attitudes of Jews in England re Volkswagen, October 1973
164 Cars - Case Study -- The Future of the Car (Florida Atlantic U.), undated
164 Cars - How to Train Better Car Salesmen, December 7, 1971
164 Cars - Miscellaneous Clippings, Publicity, 1964, 1971, undated
164 Cars - Palladino, 1978, undated
164 Cars - Psychology of the Small Foreign Car, April 18, 1960
164 Cars - The Car -- Your Friend or Foe? Weekend Telegraph London, 1966
164 Cars - Was Das Auto Fur Jung Menschen Bedeutet (What the Car Means to Young People) -- not published, August 1968
164 Cars - Wird Das Leben in Auatoabschnitten Gelebt?, December 1967
164 Cartoons, undated
164 Case Histories -- Case Histories in the Study of Motivation (A.A.A.A.), April 20, 1951
164 Catalan Language -- memo on, undated
164 CBS (interview), undated
164 Celery -- after, undated
164 Cereal -- Kelloggs' Corn Flakes, 1967, undated
164 Change, Psychology of (miscellaneous), 1972
164 Chemicals -- Vick Chemical Company, undated
164 Chewing Gum -- Wrigley, 1971
164 Chicken -- Needed: The Mod Chicken, 1968, undated
164 Children -- How to Help your Child Face Life, PTA Chicago, undated
164 Chips, undated
164 Christmas Cards -- Greet Card Association study, June 1959
164 Christmas Club, September 1968
164 Christmas Club Members -- Triggers, Trends & Typologies, April 1968
164 Chymoral -- Armour Pharmaceutical, 1970
164 Cigarettes - Article by E.D. -- The Current Climate of Cigarette Advertising -- Smoking, undated
164 Cigarettes - Brands, July 1956
164 Cigarettes - Philip Morris, 1953-1956, undated
164 Cigars, 1968
164 City, 1977, undated
164 Cleaning -- The Psychology of Cleaning, April 1957
164 Client Recommendation -- Why do Clients Recommend You?, undated
164 Closet -- My Enemy the Closet, undated
164 Clothing - Are You Really a Smart Dresser, undated
164 Clothing - Article on Fashions, undated
164 Clothing - Chuse Thy Clothes by Thine Own Eyes, Not Another's, undated
164 Clothing - Clothing and the Youth Market, 1966
164 Clothing - Do Your Clothes Fit Your Personality, undated
164 Clothing - Fashion Panel Prospectus, undated
164 Clothing - Fashion Panel Prospectus -- Miscellaneous, Pictures, Clippings, Articles on
164 Clothing - Fashion, 1971, undated
164 Clothing - From Dress to Undress and Camouflage -- Nino GmbH & Co, 1968
164 Clothing - Jacket, Shirt & Tie, 1978
164 Clothing - The Late Tape, May 1971
164 Clothing - Leisure, 1969
164 Clothing - Let's Find Out Why Men Buy -- Apparel Arts, 1956
164 Clothing - Men's Formal Wear in a Rapidly Changing Society, March 1972
164 Clothing - Men's Suits, March 1971
164 Clothing - Observer: Planning Troubles for Men's Feet, June 9, 1970
164 Clothing - The Psychology of Clothing, undated
164 Clothing - Psychology of Clothing -- Miscellaneous, 1972
164 Clothing - Soxology, etc., 1970, undated
164 Clothing - Tear the Grey Cloak (Summary of remarks at National Association of Wool Manufacturers), May 1956
164 Clothing - Threadbare Future?, June 17, 1971
164 Clothing - Uniformity Pays off For Career Clothing, July 24, 1971
164 Clothing - Will Real Dictators of Women's Fashions Please Stand?, May 1971
164 Clothing, Mens - King-Size, December 1971
164 Clothing, Mens - Men's Wear, May 1966
164 Clothing, Shirts -- Introduction of Tervilor Shirts into the French Market, undated
164 Coal -- Carrying Coal to New Castle, undated
164 Coffee - 15 Various Methods of Preparing Coffee, undated
164 Coffee - Before and After, December 1956
164 Coffee - The Conflict of Iced Coffee, Coffee and Tea Industries, undated
164 Coffee - Pan American Coffee, undated
164 Coffee - Taucher [Veronica Kettunnen, Manios Taucher], 1972
164 College -- Small College Proposal, 1974
164 Colleges, 1960
164 Color - Can Color Stimulate Sales, November 1962
164 Color - Color: Symbolic Definition of Your Product (Bill Schlackman, Newspaper ROP Color Conference), September 15, 1958
164 Color - How to Sell Through Color (E.D. Sponsor Magazine), undated
164 Color - What the Right Use of Color Can Do in Building More Sales -- reprint from Tide, March 27, 1954
164 Communication - Can Communications Change Human Nature (International Council of Industrial Editors), undated
164 Communication - Changing Human Nature through New Forms of Communication, September 24, 1964
164 Communication - Communicating Internationally, undated
164 Communication - Course in Modern Psychology as Applied to Communications, undated
164 Communication - Die Kreative Kommunicationsluecke Muss Geschlossen Werden, undated
164 Communication - How to Communicate Effectively (Minneapolis Ad Club), April 10, 1958
164 Communication - How to Communicate with Youth, 1969, undated
164 Communication - Human Relations & Motivations, March 1970
164 Communication - Marketing -- Ten Major Revolutions in Marketing and Advertising, 1966
164 Communication - New Visual Forms of Communication, undated
164 Communication - Psychological Principles of Visual Communications, November 15, 1971
Box
165 Communication - Public Relations & Mass Motivations ( Journal of Communication), 1953
165 Communication - Speech on Inter-Continental Communications to Advertising Club of Washington, April 22, 1958
165 Communication - Tomorrow's Thinking for Today's World, April 22, 1971
165 Communication, Mass -- Analyzing the Context of Mass Communication, undated
165 Company Brochures, undated
165 Competitive (Research Companies), December 19, 1966
165 Computer, 1977, undated
165 Computer -- Mini-Computer, undated
165 Computer -- Proposal, 1974
165 Computers (Miscellaneous), February 1965
165 Condominiums -- see either the Greenhouse or Kaufman and Broad, 1965, 1976, undated
165 Confrontation Laboratory, undated
165 Conservation, 1978, undated
165 Consommat (France), 1981
165 Constipation -- Your Mind Can Make You Constipated, undated
165 Constipation -- Worry Can Constipate You ( Journal of Living), March 1944
165 Consumer - Changing American Taste -- Consumer Trends ( Advertiser's Digest), July 1956
165 Consumer - Consumer Attitudes -- Fundamental Considerations, January 1947
165 Consumer - Consumer Confrontation Laboratory, July 1971
165 Consumer - Consumer Encounter Library (memo), undated
165 Consumer - The Consumer of 1970, March 2, 1965
165 Consumer - Consumer of Tomorrow, undated
165 Consumer - Consumer, Understanding the New, June 1956
165 Consumer - The Consumer's World in 1956 ( Tide Magazine), undated
165 Consumer - Der Konsument Im Jahre 1975, undated
165 Consumer - Do You Really Know Your Customers?, 1947
165 Consumer - Konsument Von 1957 and/or Der Verbraucher Von Morgen -- based on DIB Speech, October 1967
165 Consumer - Neue Konsumtendenzen in Den Staaten (Werbern & Verkaufen), March 1972
165 Consumer - The New American Consumer (notes) -- Public Utilities Advertising Association, May 1956
165 Consumer - Notes on Speech at Notre Dame, April 1956
165 Consumer - Notes on Speech to Paraffin Carton, Council, Annual Meetings, Chicago, March 11, 1953
165 Consumer - Psychological Strategy for Today's Market (Irving Gilman), Home Appliance Builder, July 1958
165 Consumer - Understanding -- The Way to Reach the Consumer, June 1953
165 Consumer - What the Consumer Really Thinks -- Brief Publishing Company, November 1955
165 Consumer - The World Consumer -- Harvard Business Review, undated
165 Consumer Confrontation Laboratory (prospectus), July 1971
165 Consumer Encounter Laboratory, undated
165 Consumer Motivation -- Clippings, Publicity, etc, 1965
165 Consumer Protection - Are You Buying Names or Quality?, undated
165 Consumer Protection - Consumer Protection Starts with You, undated
165 Consumer Protection - The Do It Yourself Nader, undated
165 Consumerism, 1971, 1973, undated
165 Consumerism -- Motivations Behind, August 1972
165 Conventions -- Outline of Convention Programs Featuring Motivational Research, undated
165 Cookies & Crackers, background info on, undated
165 Cooking - How Cooking Can Help Your Mind -- Journal of Living, September 1943
165 Cooking - How To Be Happy While Cooking, undated
165 Cooking - Outline -- Programmed Instruction in Cooking, May 1, 1968
165 Cooking - Why Men Marry Women Who Are Good Cooks, undated
165 Cosmetics - Back to Natural Cosmetics -- Eternal Virginity?, December 8, 1971
165 Cosmetics - Expression, undated
165 Cosmetics - How to Analyze a Lipstick -- Pageant, 1955
165 Cosmetics - The Inner Jones, undated
165 Cosmetics - Kosmetik Gross Geschrieben -- Publicity, undated
165 Cosmetics - Kosmetik Im Trend Unserer Gesselschaft, undated
165 Cosmetics - Men's Cosmetics, undated
165 Cosmetics - Mirror, Mirror, undated
165 Cosmetics - Motivations & Masculine Cosmetics, 1970, undated
165 Cosmetics - æNatural' Fad Termed Hawking Back to Virginity, December 27, 1971
165 Cosmetics - The New Beauty & Motivation for Beauty, 1968-1972
165 Cosmetics - Psychologie Des Augen-Make-Up (Luders-Lohde -- Toscana Young Fashion), September 30, 1970
165 Cosmetics & Doctors -- for Mrs. Lüders-Lohde, Hamburg, 1969
165 Cosmetics of the Future, May 30, 1974
165 Cooperation - Job for Applied Psychology, undated
165 Cooperation - Psychology of Cooperation, undated
165 Cooperation - What Motivates People to Participate in Co-Ops (Irving Gilman), July 5, 1953
165 Cooperation - Who Is Fit For Cooperative Farming?, 1943
165 Cooperatives -- France, February-March 1967
165 Corporations - Corporations Are Consumers Too, undated
165 Coupons, 1972
165 Cream, Facial - The Creative Consumer -- Publik (Germany), December 20, 1968
165 Cream, Facial - Atra Skin Tone Cream, October 1967
165 Creativeness - Creativeness (E.D.) Advertising Age, Summer Workshop, Chicago, July 24, 1958
165 Creativeness - Dichter Lists Nine Things to Keep In Mind When Gathering Facts & Creating an Ad -- Ad Age Workshop, Chicago, 1966
165 Creativeness - Does Motivational Research Stimulate Creativeness -- 4th District AFA Conference, St. Petersburg, FL, May 2, 1959
165 Creativeness - How Creative Are You? How You Can Become More Creative, undated
165 Creativity - 12 Principles of Creativity, undated
165 Creativity - Can We Have Research Without Creativity, 1969
165 Creativity - Creativeness, July 1956
165 Creativity - Creativity: What It Is and How It Works -- from Motivations, undated
165 Creativity - Creativity Based on Research, January 19, 1969
165 Creativity - Dr. Dichter's 12 Principles of, undated
165 Creativity - Executive Thought Starters, 1968, undated
165 Creativity - For Fun and Profit, May 7, 1970
165 Creativity - Kreativitat in der Forschung, undated
165 Creativity - Kreativitaet in der Werbung, undated
165 Creativity - Kreativitat & Ernest Dichter, undated
165 Creativity - Outline for 3-Day Creativity Course, 1973
165 Creativity - Outline for 5-Day Creativity Course, 1973
165 Creativity - Publicity -- Advertising Age, Creative Seminar, Chicago, September 4, 1958
165 Creativity (miscellaneous) -- re: Managers, etc., April 12, 1972
165 Creativity and Motivational Research, undated
165 Creativity Course Outline, undated
165 Creativity in Management -- Solidarität, Austria, 1970
165 Creativity Seminar -- Creativity Seminar for Travel Agents, undated
Box
166 Credit Unions -- Notes on Credit Unions, undated
166 Crises -- The Crisis As an Opportunity, undated
166 Crisis -- Five Ways to Face a Crisis, undated
166 Culture - American, 1956-1957
166 Cultural Entropy, November 1967
166 Daily Living - Daily Living, nos. 3-18, 1945-1948
166 Daily Living - How To Feel Good At The End of A Day, undated
166 Daily Living - Lesson in Living from the Movies, Movieland, 1946-1947, undated
166 Dairy, undated
166 Dealers - 7 Ways to Guarantee Wallpaper Sales, November 1957
166 Dealers - How to Use Emotional Factors That Trigger Industrial Sales, April 6, 1959
166 Dealers - New Trends in Dealer Aids, April 12, 1957
166 Dealers - The Psychological Role of The Dealer In Car Buying, undated
166 Dealers - The Role of The Salesman or Dealer, undated
166 Death, Fear of, undated
166 Death - Life Insurance Protects You Against Dying, undated
166 Death - Miscellaneous, undated
166 "Death in Action," 1944
166 Decisions - Can You Make Up Your Mind -- Why Is It Sometimes Difficult to Make Up Your Mind?, undated
166 Decisions - How to Make Decisions -- The Psychology of Decisions, undated
166 Democracy, 1983, undated
166 Democracy - The Psychology of Cooperation, undated
166 Democracy - The Psychology of Democracy, 1956, undated
166 Democracy - Visceral Democracy -- article for Avant Garde, Findings, January 14, 1969, February 28, 1969
166 Democratic Party -- Trial Market Proposal, undated
166 Department Store Management, December 1969, undated
166 Department Stores, 1954-1957, undated
166 Department Stores - Auditing The Unsatisfied Needs of Today's Shopper, August 1971
166 Department Stores - Dreams Unlimited -- Keynote of Successful Dept. Store Promotion, Stores Magazine, August 1955
166 Department Stores - Future of the Department Store, National Retail Dry Goods Association, January 1956
166 Department Stores - How to Build Salesman Loyalty, September 1955
166 Department Stores - How to Increase Patronage, March 1971
166 Department Stores - Motivating Department Store Customers -- Roundtable Conference, White Sulphur Springs, WV, April 1954
166 Department Stores - Notes on Lecture, Associated Merchandising Corp, February 1954
166 Department Stores - Store for Merchandising -- or People?, undated
166 Department Stores - Strategic Departments Can Push Traffic and Sales (submitted to Stores, not published), undated
166 Design -- The Researcher is the Designer's Best friend (E.D.) Food Field reporter, May 23, 1958
166 Desire -- The Strategy of Human Desires, undated
166 D.I.B. -- Publicity on D.I.B. Conference -- Consumer of Tomorrow, October 23, 1967
166 Dichter, 1970, undated
166 Dichter, 1945-1959, undated
166 Dichter -- French Articles, 1937, undated
166 Dictionary, 1970, undated
166 Dieting -- Miscellaneous Clippings, Publicity, etc. & How to Stick to a Diet, Journal of Living, October 1943, October 1968
166 Direct Mail -- The Psychological Approach to Direct Mail, 1955, undated
166 Direct Mail Advertising (Sue White), 1973-1974, undated
166 Direct Selling - An Answer to Consumerism, May 22, 1972
166 Direct Selling - Consumerism -- A Challenge to The Industry, undated
166 Direct Selling - Forbes Magazine, August 1971
166 Direct Selling - Miscellaneous Publicity, Clippings, Etc, 1972
166 Direct Selling - Persoenlicher Verkauf die Aelteste und die Neueste Verkaufs Methode, May 1973
166 Direct Selling Association, 1970-1975, undated
166 Dishwashers -- Waste King Corporation, 1959
166 Disposables -- Have Patrons Accepted Disposeables-Aabsolutely-or-Conditionally?, 1970
166 Distribution -- Evaluation of, 1969
166 Divorce, 1972, undated
166 Do it Yourself -- Do-It-Yourself and You, September 1954
166 Do-it-Yourself -- Why You Do It Yourself (draft), November 1955
166 Doctors, undated
166 Doctors, 1953-1954
166 Doctors, 1955-1962
166 Doctors, April 26, 1972
166 Doctors - Are Social Attitudes Changing -- Speech, American Hospital Association, September 19, 1955
166 Doctors - The Aura around the Present Day Doctor (Luders-Lohde), February 1969
166 Doctors - Communicating With Physicians -- Lecture, New York, April 23, 1973
166 Doctors - Do Your Patients Really Like You -- New York State Medical Association, May 1953
166 Doctors - Doctor-Patient Relationships -- reprints from Readers Digest, Post, American Anthropologist, 1953-1956
166 Doctors - The Doctor's Human Relationships (E.D.), District Medical Council of Washington, DC, March 27, 1958
166 Doctors - How to Attract Your Kind of Patients, Medical Economics, May 26, 1958, June 12, 1967
166 Doctors - How to Get More From Your Doctor (E.D.), Journal of Living, April 1954
166 Doctors - How to Save Your and Your Patient's Time, undated
166 Doctors - Human relationships as Applied to Doctor-Patient Relationships -- Academy of Medicine, Toledo, OH, October 1953
166 Doctors - Lecture, American Medical Association, Los Angeles, December 1951
166 Doctors - Something New in Patient Relations, Medical Economics, 1951
166 Doctors - What Makes Doctors Tick? Modern Medicine, July 1955
166 Doctors (Hospitals) -- Hospital Patient Relationship, Modern Hospital, 1954-1955
166 Dogs - Faithful -- Miscellaneous Clippings, Publicity, etc., re: Old Faithful Pets, 1972
166 Dogs - What Motivates the Dog Owner, September 15, 1955
166 Dogs - Why Do People Love Dogs, 1972
166 Dogs, Food -- Creative Memorandum on Dog Food, April 1967
166 Dreams -- Are You a Day Dreamer, undated
166 Drinking -- What are You Going to Have, undated
166 Drivers Education, 1972
166 Drugs - Doctor's Psychology and Selling, from Drug and Cosmetic Industry, August 1955
166 Drugs - Interview with Drug Trade News, April 3, 1972
166 Drugs - Pharmaceutical Advertising, study for Pharmaceutical Advertising Club, 1955
166 Drugs - What Really Makes Doctors Tick, on lecture to Pharmaceutical Advertising Club, April 1955
166 Drugs - Why Tells You How, American Surgical Dealer, February 1973
166 Drugs - Your Customer in the Drugstore of Tomorrow (E.D.), Texas Pharmaceutical Association, July 29, 1959
166 Drugs - Youth & Drugs, 1970, 1983
166 Drugs, Prescription -- Consumer Attitudes Towards Filling Prescriptions, December 1971
166 Drugs, Prescription -- Should CIBA Introduce Color Into It's Prescription Drugs?, December 1968
166 Drugs, Therapy -- Unsatisfied Drug Therapy: Information Needs of the Physician, 1970
166 Drugs & Toiletries -- Psychological Marketing of -- to Drug & Toiletry Group, Association of National Advertisers, January 12, 1954
Box
167 Dry Cleaners -- Fabricare, 1976-1982, undated
167 Dry Cleaning - Commercial Laundry and Dry Cleaning in Northern New Jersey, June 1969
167 Dry Cleaning - Current Market for Commercial Laundry and Dry Cleaning Services, March 1971
167 Dry Cleaning - Miscellaneous, 1957, 1964
167 Dynamic Society, undated
167 Eastern Europe, June 1981
167 Eating -- Getting Your Family to Eat Right, December 1943
167 Ecology -- Miscellaneous Clippings, 1969-1971
167 Ecology Man, 1971
167 Economic Survey -- U.S., 1983
167 Economics - General, 1954-1958, undated
167 Economics - It Ain't Necessarily So., 1976, undated
167 Economics - Thinking Ahead -- The Psychology of Prosperity, Harvard Business Review, 1975
167 Economics and the Individual -- Discovering the Inner Jones, undated
167 Economy Crisis -- Doom, 1979
167 Education, 1972, undated
167 Education - Conventional Teaching & Planned Education, undated
167 Education - Development for The Forum School, 1969
167 Education - Education -- For What, undated
167 Education - Education in the Future -- Visiting Day, 1968
167 Education - Education in the Year 2000, undated
167 Education - Educators -- Advertisers Council, undated
167 Education - Educators & the Public...Closing the Communication Gap, 1970
167 Education - Melbane Middle School, 1971-1972, undated
167 Education - Miscellaneous Ideas, Clippings, etc., 1971, undated
167 Education - New Methods of Learning, for Smit's Reclame-Aides & Service (Amsterdam), 1968, undated
167 Education - The Schools Cry for More Federal Aid, 1971
167 Education - Time Magazine as a Mass Educator, undated
167 Education - Who Should be Responsible for Education in Television, 1950
167 Educational Improvement Center, undated
167 Ego and The Buyer, 1978
167 Electrical Appliances, 1983
167 Electrolux -- Representatives, undated
167 Electrolux -- Users, 1960, undated
167 Employees -- How to Motivate Employees, undated
167 Emergencies -- Miscellaneous Clippings, Publicity, etc. (Blackout), 1965
167 Emotion - How Cynical Are You, undated
167 Emotion - How to Recognize Mental Disturbances, undated
167 Emotional - Are You a Tense Person, undated
167 Emotional - Are You Fidgety, undated
167 Emotional - Nagging, undated
167 Emotional Troubles -- Inhibitions, Shyness, undated
167 Emotions - Budgeting Emotions, undated
167 Emotions - How Expensive Are Your Emotions?, undated
167 Employee Relations -- Management-Labor Relationship in War and Post-War, undated
167 Employer Employee Relations - Absenteeism: A Job for Psychology, undated
167 Employer Employee Relations - "Cheerful Office = Better Work," 1972
167 Employer Employee Relations - Do You Really Manage Labor, undated
167 Employer Employee Relations - How to Motivate Employees, for Business Management, undated
167 Employer Employee Relations - How to Use Psychological Incentives (E.D.) Management Methods, February 1956
167 Employer Employee Relations - Jobmanship October 29, 1972 -- reprints Family Weekly, December 3, 1972
167 Employer Employee Relations - Pay Attention to Your Internal Corporate Image, Business Management, April 1969
167 Environment -- Energy Crisis, 1974, undated
167 Ethics (Waterson), 1954
167 Europe -- What Are The Unsatisfied Needs of Europe Today?, undated
167 European Marketing -- Miscellaneous Clippings, Publicity, etc, 1957, 1970
167 Everyday Life -- A Psychologist Looks at Everyday Life and Its Problems, undated
167 Executive, 1951-1957, undated
167 Executives -- A Platform for Executive Lining, reprint Motivations, undated
167 Expressen, 1970
167 Extravert -- Are You a Show Off, undated
167 Fabric - Blue Ridge Winkler, 1971, undated
167 Fabric - How to Make Americans Fabric Conscious, May 8, 1968
167 Fabric - Opportunities & Problems of Retail Fabric Stores, November 1971
167 Fabric Care (Quest), 1982, undated
167 Fabrics For Clothing Manufacturer, undated
167 Face, Psychology of the, undated
167 Fads, 1970
167 Fads -- The Meaning of Fads, Tide Magazine, September 26, 1958
167 Family -- Why Do You Dislike Your Mother-in-Law, undated
167 Family Circle, Inc., undated
167 Fan -- How Does a Team Win Fans? article for Reader's Digest, undated
167 Farming, undated
167 Farming -- What is Motivating Farmers in'57? (Albert Shepard)
167 Feed Manufacturers Association, 1957
167 Farm Machinery -- New Holland Baler (Before and After Success Story), undated
167 Farmers -- The Psychology of the Farmer, July 1956
167 Fashion -- Escape from, undated
167 Fashion, Men's -- Jacket, Shirt & Tie Still Uniform-of-Day for American Business, June 29, 1973
167 Federal Trade Commission -- Hearings on Modern Advertising Practices -- Testimony by E.D., November 15, 1971
167 Fish -- Fish, A Food for Many Occasions, National Fisheries Institute Convention, April 1966
167 Floor Coverings - Broadloom Carpets: Every Home a Bit of Paradise, undated
167 Floor Coverings - Dr. Ernest Dichter und der Treppenfussboden, Blickpunkt, January 1969
167 Flying, Fear of, 1964
167 Foreign -- General Material on Foreign Business, etc., July 1956
167 Folklore -- Applied Folklore: Creating Understanding Through Folklore, September 1953
167 Food, 1961, 1967
167 Food, 1977, undated
167 Food - Are You a Food Faddist, undated
167 Food - Are You a Food Snob, Journal of Living, June 1945
167 Food - Are You a Static or Dynamic Personality? Your Food Habits Tell the Secret, undated
167 Food - Biscuit & Cracker Manufacturers' Association -- Enriched
167 Flour & Snack Study - Do You Have Food Courage, 1944, undated
167 Flour & Snack Study, 1970
167 Food - Fads Fancies and Fetishes in Food, Journal of Living, April 1945
167 Food - Food Research Bibliography, 1955
167 Food - The Great Barbecue and the TV Dinner, undated
167 Food - Happiness from Your Meals, Journal of Living, June 1944
167 Food - How Food Can Make You Happy, undated
167 Food - How to Enjoy what You Don't Like, undated
167 Food - How to Overcome Food Dislikes, Journal of Living, June 1943
167 Food - How to Stick To a Diet, Journal of Living, October 1943
167 Food - Judging the Candidates by Their Meals, Journal of Living, October 1944
167 Food - Mind over Platter, Journal of Living, July 1943
167 Food - A New Snack Chip, 1961
167 Food - Psychologist Watches You Eat, Journal of Living, March 1943
167 Food - The Sex Character of Food, April 1956
167 Food - Two Principles for Future Food Retailing, Box Talk Magazine, December 1955
167 Food - What Are Americans Eating, 1965
167 Food - Your Meals Test Your Personality, Journal of Living, July 1944
167 Food - Your Mind and Your Food, undated
Box
168 Food, Fast - Comparison of Hardees & McDonalds in the Charlotte Market, undated
168 Food, Fast - Fun Food-Not Just Fast Food, 1966
168 Food, Fast - Hardees -- An Idea whose Time Has Come, undated
168 Food, Fast - Hardees: The Challenge of the 70's Planning, The Continued Growth of..., June 1972
168 Food, Fast - Hardees Commercial, 1972
168 Food, Fast - (Ponderosa) Continued Success of the Chain, September 1971
168 Food, Fish -- Fish-A Food for Many Occasions, April 25, 1966
168 Food, Frosted -- Frosted Foods Need Emotional Defrosting [frozen foods], December 12, 1962
168 Food, Soup -- Miscellaneous, 1955-1960
168 Food Psychology, 1954-1971
168 Foot -- The Naked Foot of the Woman (quotations), 1965
168 Fund Raising - Fund Raising, 1975
168 Fund Raising, 1974-1976, undated
168 Fund Raising - United Jewish Appeal (Irving Gilman) for Silton Bros., undated
168 Fund Raising - Why People Give, undated
168 Fund Raising - Why People Give (speech by E.D.), American College Public Relations Association & American Alumni Council, July 13, 1960
168 Fund Raising - Why People Give -- speech, United Community Funds, Detroit, MI, February 1956
168 Fur, 1957-1959, undated
168 Fur -- Fur Industry Learns What Women Want in Fur Coat (draft of article E.D.) Fur Association for Women's Wear magazine, August 14, 1958
168 Furniture, 1968
168 Furniture - Armstrong Cork Company, 1969, undated
168 Furniture - Chairs, undated
168 Furniture - Die Motive Des Mobelkaufs (Motivations of Furniture Buying), Furniture Fair in Cologne Germany, February 1969
168 Furniture - Do You Buy Office Furniture Like a Housewife or Like a Business Man? (E.D.) Modern Office Procedure, 1958
168 Furniture - General, 1965-1967
168 Furniture - Grand Rapids Furniture Guild, Series of 5 Pamphlets, 1958
168 Furniture - Miscellaneous Clippings, 1957
168 Furniture - Office Furniture -- Do You Buy Office Furniture Like a Housewife? Or Like a Businessman, 1958
168 Furniture - Office Furniture for Living, April 26, 1962
168 Furniture - Ten Ways to Revitalize the Sales of Fine Furniture, Grand Rapids Furniture Guild, June 14, 1957
168 Furniture, Buying -- The Motivation of Furniture Buying, February 3, 1969
168 Future - Anti-Future Shock -- miscellaneous, 1972, undated
168 Future - The Crisis as an Opportunity, undated
168 Future - The Futures Group -- Alternative Technologies -- National Science Foundation, 1973, undated
168 Future - Hudson Institute Projections, 1969-1976, undated
168 Future - Personal, undated
168 Future - Threat or Opportunity, 1968, undated
168 Futurology, 1969
168 Futurology - Create Your Own World, undated
168 Futurology - Home of the Future, November 7, 1969
168 Futurology - Ten Years, It'll be Too Late, November 12, 1964
168 Gambling, 1973
168 Gambling -- Gambling as New Management Principle (and others), Gamblers World, June 1973
168 Gasoline - Gas Games, undated
168 Gasoline - Shopping Habits of Buyers, undated
168 Genetics (body), 1977, undated
168 Germany -- Image (some articles), undated
168 Geriatrics, undated
168 Geriatrics, 1970-1972, undated
168 Geriatrics, 1971-1973, undated
168 Geriatrics - Aging, Retirement, Social Security, 1972
168 Geriatrics - Look, 1972, undated
168 Geriatrics - Perceived Risk in New Product Trial by Elderly Consumers, undated
168 Geriatrics - Third Age, 1971, undated
168 Gifts - Anatomy of the Gift, National Jeweler, February 1960
168 Gifts - Business Gifts at Christmas, Advertisers Digest, Sales Review, November 1957
168 Gloves, March 1956
168 Gloves - The Psychology of Gloves, undated
168 Gloves - We Know What Your Customers Want (Hansen Glove Corp.), 1956
168 Gõssl, 1985-1986, undated
168 Government -- Does U.S. Government Really Know Americans, undated
168 Groceries -- Research Workshop, New York Times, undated
168 Grocery Store -- Research Workshop Announcement, undated
168 Group Dynamics, undated
Box
169 Hair Preparations -- Rinse Away, 1958-1959, undated
169 Hair Preparations, 1946-1948, undated
169 Hair, Men's -- Male Hairdo Ado Not about Nothing, Advertising Age, July 15, 1968
169 Hair Coloring, 1973
169 Hardware, 1983
169 Hardware -- Tools for Independence -- Why People Buy Hardware and Garden Supplies, 1961
169 Hate - I Could Kill Him, undated
169 Hate - Suppose Somebody Hates You, undated
169 Hats, undated
169 Hats -- Hats Off -- Or On?, The Exchange Magazine, August 1965
169 Health -- How to Sell Health, undated
169 Hedonism -- The Third Agers, The New Hedonists, 1972, undated
169 Hobbies, May 1973
169 Hobbies -- England, Germany, Italy -- Miscellaneous Clippings, Etc., undated
169 Holography, 1975, undated
169 Home Furnishings - Are You Following the New Trends in Homemakers' Tastes?, June 1956
169 Home Furnishings - Futurology -- Miscellaneous Articles, Etc, 1964-1970
169 Home Furnishings - Rough Notes for Speech to Fashion Group, Hotel Astor, New York City, April 19, 1956
169 Homemaker -- How Good a Homemaker Are You?, undated
169 Homes, undated
169 Homes -- Materials for Homes (Irving Gilman), undated
169 Hosiery -- Motivations and Hosiery -- A New Approach for Development, December 8, 1958
169 Hospitals, 1955, undated
169 Hospitals -- Modern Hospital, undated
169 Hotels & Motels - America on the Move, May 11, 1959
169 Hotels & Motels - The Little Extras Make the Difference, October 20, 1967
169 Hotels & Motels - Tomorrow's Traveler and Duncan Hines, June 1959
169 Housecleaning Products -- The Psychology of Housecleaning Products, May 1957
169 Housing - The Home, undated
169 Housing - How Psychology Sells a Home, undated
169 Housing - The Liberated Home, October 14, 1968
169 Housing - Miscellaneous, 1959-1968
169 Housing - Why Mr. Jones Said No -- Selling The House is More Important than Selling Client, Ohio Real Estate Boards, September 22, 1958
169 Hubert Humphrey, 1970, undated
169 Hygiene, Feminine Personal, undated
169 Ice Cream -- No More Ice Cream? (William Schlackman) for Ice Cream Field, May 1959
169 Incentives - Changing Spirit of Business Gifts & Incentives, Business Management, July 1970
169 Incentives - How to Use Psychology Incentives, 1956 1976, undated
169 Incentives - Incentive Travel Gets Stamp of Approval, October 25, 1964
169 Income -- Psychology and Buying Habits of Upper Income Levels, 1968
169 Industrial College of the Armed Forces, Washington, DC - Human Factors in Counterinsurgency Operations: Vietnam, 1964-1965
169 Industrial Marketing - Address to National Paint & Varnish & Lacquer Association (E.D.) New York, November 5, 1957
169 Industrial Marketing - How to Motivate the Technical-Minded Consumer (E.D.), Industrial Research, February 1959
169 Industrial Marketing - Industrial Buyers are Human Too, article for Industrial Distribution, December 1973
169 Innovation (Creativity), 1973-1974, undated
169 Institute for Motivational Research - Services and Facilities, 1958, undated
169 Institute of Investor Motivation, 1968, undated
169 Insurance, 1971, 1973
169 Insurance - General, undated
169 Insurance - Motivating the Buyer of Insurance (Irving Gilman), National Association of Independent Insurers, Washington, DC, October 1959
169 Insurance - Motivation to Buy (Irving Gilman), Best's Insurance News, New York, February 1959
169 Insurance - A New Direction for Insurance Advertising (E.D.), Journal of America Insurance, January 1958
169 Insurance, Health - Health Insurance Starts in the Heart, Spectator, September 1954
169 Insurance, Health - Human Factors of Health, San Mateo, March 1954
169 Insurance Information Institute, undated
169 Intelligence -- Pragmatic Intelligence (E.D.), The Mensa Journal, London, September 1967
169 Interior Decorating, undated
169 International - Anti-Americanism -- A Little Flattery Goes a Long Way..., Business Abroad, October 2, 1967
169 International - Establishing Direct Contact between European Investors & American Business Men (Financial Encounter Groups), undated
169 International - It's Typical, Business Abroad, February 15, 1967
169 International - Please Don't Call Me a Salesman, Business Abroad, February 20, 1967
169 International - Sales to the Women of Europe Can be Killed with Kindness, Business Abroad, December 1966
169 International - Some People Don't Like to Make More Money, Business Abroad, September 14, 1966
169 Intolerance -- What is Intolerance, Negro Digest, March 1946, 1946 [condensed from Look, January 1946]
169 Invent -- Why Don't They Invent, undated
169 Israel, undated
169 Israel (Log 899), undated
169 Israel - Diamonds, 1985
169 Israel - Jerusalem Post, Finding out What the Customer Really Wants, personal history, March 26, 1972
169 Jeans, undated
169 Jerusalem -- The Image of Jerusalem, undated
169 Jewelry, undated
169 Jewelry -- H. Stern, 1985
169 Jewelry - Diamonds, 1955, 1985
169 Jewelry - Wack, Pierre
169 Jewelry - What Sells Rings (article to be sent to Chas. L. Rumrill), 1955
169 Jobs --Job Application Motivations, undated
169 Journalism, 1972, undated
169 Juvenile Delinquency, undated
169 Kiss -- Why We Really Kiss, 1985
169 Kitchen, Revolution of -- Women Have Given up Looking and Don't Even Know Know It, undated
169 Kontaktfibel -- Entwurf, undated
169 Labor Relations -- Notes (Standard Oil), undated
169 Land Development -- For Speech, January 1973, Ad Daily, September 1972
169 Law - Law Enforcement Ideas, undated
169 Leather, 1956, undated
169 Lecture Notes (miscellaneous), undated
169 Legs - Galitzure -- Leg Quiz (E.D. Burlington), undated
169 Legs - Legs & The Woman, Pageant Magazine, June 1958
169 Legs - What Do Your Legs Say About You?, Cosmopolitan, 1973
169 Leisure, 1977
169 Leisure Time - Hobby for Your Needs, Journal of Living, November 1946
169 Leisure Time - How to Spend your Leisure Time, undated
169 Leisure Time - What's Your Game, Journal of Living, January 1946
169 Life, Quality of, 1972
169 Lighter -- The Psychology of Lighters and the Flame, for Zippo, August 1973
169 Lipstick, undated
169 Liquor -- The Coming Revolution in Liquor Advertising (E.D.), Liquor Industry sponsored by Esquire Magazine, January 22, 1958
169 Liquor, Miscellaneous Clippings, 1970
169 Littering, 1977, undated
169 Living Home, 1977
169 Loans -- Motivation through Advertising (also includes borrowing in our culture -- draft of speech; and advice from Ph.D. summary reprint), October 1956
Box
170 Love Clinic -- Q&A (from Real Life & Real Life for Hillman Group), 1940s
170 Luxury Market, 1953
170 Machinery-Talking, Advertising -- A Talk with a Motivated Man, 1963
170 Sunset Magazine, 1969
170 Mail Order, 1968
170 Mail Order Catalogs, June 1972
170 Management, Ideas, 1972, 1980, undated
170 Management - Being your Own Boss -- A Dream or Nightmare, undated
170 Management - Die 10 Wichtigsten Management-Ideen, 25 Jahre (Management for The Elite), undated
170 Management - Management der 70er Jahre "Der Konsument im Jahre 1980," undated
170 Management - Management's New Role (Drucker), 1969
170 Management - Maslow's Eupsychian Experiment, 1976, undated
170 Management - Spanish: The Universal Client, 1963
170 Management Certificate, 1978
170 Management Training -- How I am Training Managers, undated
170 Mannerisms - Traits That Give People Away, Journal of Living, April 1948
170 Mannerisms - Why Do You Act Like this, undated
170 Marble, undated
170 Market in 80's, undated
170 Market Research (Modern), undated
170 Market Research, Psychology in, - reprint Harvard Business Review, 1947
170 Marketing - The Company behind the Company (food marketing), June 1954
170 Marketing - Modern Marketing Means Creative Thinking, undated
170 Marketing - Ten Major Revolutions in Marketing and Advertising, undated
170 Marketing - Ten Mistakes in Modern Marketing, August 25, 1969
170 Marketing (International), 1965, 1967, undated
170 Marketing (International) -- Needed: A Psychological Bridge Over the Ocean, Successo, Milan Italy, 1967
170 Marketing & Advertising -- Ten Major Revolutions in Marketing & Advertising, undated
170 Marketing & Motivation -- Marketing Men Told to Dig for Motivations, 1969, undated
170 Markets -- Neglected Markets, October 8, 1971
170 Markets, Foreign, undated
170 Marriage - Psychic Factors Involved in Successful Marital Relationships (rough draft), undated
170 Marriage - Taking a Second Chance on Marriage, undated
170 Marriage - Your Life Marriage, undated
170 Marriage Counseling - Courtship is a Tough Trial, undated
170 Marriage Counseling - Five Year Plan for your Marriage, undated
170 Marriage Counseling - How Old Should A Girl Be When She Gets Married, undated
170 Marriage Counseling - How to Choose a Husband -- Real Romances (love clinic), undated
170 Marriage Counseling - How to Choose your Mate Successfully, undated
170 Marriage Counseling - Pity the Spoiled Wife, Movieland, May 1947
170 Mass Communications -- Mass Communications and Human Relations, 1957
170 Masturbation, undated
170 Master Charge, undated
170 Materials, 1977, undated
170 Meat -- We Need More Creativity in Meat Merchandising, article from Speech, June 13, 1969
170 Media, Research -- 8 New Concepts in Media Research, undated
170 Medical Marketing & Media -- Generating, Trapping and Using Creativity, 1970
170 Medicine (Body), undated
170 Men's Clothing, 1966-1973, undated
170 Men's Ties, December 11, 1973
170 Menus -- Publicity, Newsday, April 16, 1971
170 Methodology, undated
170 Methodology: Motivation Research, undated
170 Metrecal -- Succor for the Slim Success Seeker, undated
170 Milk, Psychology of, 1973-1985, undated
170 Milk Industry Foundation, 1970-1977, undated
170 Mind, 1977, undated
170 Mini Calculator, undated
170 Modern Materials Handling, undated
170 Money, undated
170 Money magazine, 1973, undated
170 Money - Money Management, article by E.D., undated
170 Money - Money Motivations in an Affluent Society, undated
170 Money - Money Motivations in an Affluent Society (Banks), undated
170 Money - What Does Money Mean toYou?, undated
170 Money Management, undated
170 Montclair State College, February 7, 1972
170 Morality -- The Morality Hucksters, undated
170 Motels -- Motel: A Place for Strange Cars, undated
170 Mothers -- Mother's Complex, undated
170 Motivation - How to Motivate People to Get Involved in Something That Might Conceivably Cause Them Problems and Difficulties, undated
170 Motivation - Motivforschung (Nevere Aspekte), undated
170 Motivation Panel, undated
170 Motivation Research -- How to Uncover Hidden Resistance with
170 , November 1957
170 Motivational Learning, 1964-1968, undated
170 Motivational Reference Unit, October 17, 1955
170 Motivational Research - How Motivation Research Can Help (for Department Stores), undated
170 Motivational Research - Is Motivational Research a Science, October 10, 1958
170 Motivational Research - Motivational Research-A Merchandising Tool, 1969
170 Motivational Research - One Picture, 10,000 Words and Still No Sale..., undated
170 Motivational Research - Speech by E.D. -- The Basic Principles of Motivational Research, November 19, 1959
170 Motivational Research in Developing Countries, undated
170 Motivational Research Methodology, undated
170 Motivational Tools, undated
170 Motivating Your People, undated
170 Motivations - Searching for Motivations (lecture), undated
170 Motivations - Seminars: Trends, Impulses, Motivations (Starnberg am See), May 1980
170 Motivations - What is Real -- and What Isn't, undated
170 Motivations Abroad, 1966-1967
170 Motivations Abroad - Some People Don't Like to Make More Money, 1966
170 Motivations Abroad - Don't Call Me a Salesman, undated
170 Motor Trade Executive, London England -- Car Ownership, December 1966
170 Moving, undated
170 MRP (Motivating Response Patterns), 1956-1957, undated
170 Museum, 1977, undated
Box
171 Nagging, undated
171 National Enquirer, 1975
171 National Enquirer, undated
171 National Observer - Publicity on E.D., Marshall McLuhan, May 30, 1966
171 Needs, Human Needs -- Motivating Tomorrow's Customers, speech, June 5, 1967
171 Needs, Unsatisfied, undated
171 Neue Zeitung, Newspaper "After," 1967
171 New Building, 1968
171 New Products, 1950-1966, undated
171 New Products - New Products Seminar, February 1955
171 New Products - Products, New (needs), 1975-1979, undated
171 Newspaper - Miscellaneous, undated
171 Newspaper - Strike (miscellaneous), 1942, 1958
171 Newspaper of the Future -- Articles Die Zeitung Im Jahre 2000, 1969
171 Newspaper Strike -- 114 Days in a Vacuum, January 1964
171 Newspapers - Are Newspapers Becoming Outdated? Lecture for American Newspaper Publishers Association, undated
171 Newspapers - Inside The Reader's Mind, American Society of Newspaper Editors (Panel Discussion), May 4, 1973
171 Newspapers - Speech -- How to Find & Solve the Hidden Human Problems in Effective Newspaper Promotion, October 5, 1954
171 Newspapers - What's Wrong with News? It Isn't New Enough (Marx Ways), October 1969
171 Newspapers, Future, undated
171 Noise -- Noise is What You Make It, undated
171 Non-Woven Industry Edana Newsletter, 1969, 1982, undated
171 Nostalgia, 1970, undated
171 Nova University, 1972, 1975
171 Nova University - Dr. Abraham S. Fischler, 1970-1975, undated
171 Nova University - Florida TV, undated
171 Nova Seminar Publicity for seminar, January 6-8, 1970
171 Novelty Toys -- Marketing of Novelty Toys, 1971
171