A fascinating article in The Economist a few weeks ago: An exploration of the history of how marketers have tried to understand customer motivation, and in particular the work of Ernest Dichter, the “father” of modern psychological market research.

It’s interesting to see how efforts to understand the consumer have moved from the Psychoanalytic  to the “scientific”, and now back to the psychological. The last paragraph quotes the Director of the Strategic Marketing Program at Stanford University: “We’ve come back full circle….emotion is back in, the unconscious is back in”.

This, of course, has been my stock-in-trade for the last 18 years, since we developed Psychmentation™.

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