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American Consumer Culture, 1935-1965

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Market Research and American Business, 1935-1965

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Market Research and American Business, 1935-1965 provides a unique insight into the American consumer boom of the mid-20th century through access to the complete market research reports of Ernest Dichter, the era’s foremost consumer analyst and market research pioneer.

The collection is a treasure trove of information on some of America’s best known brands, containing thousands of reports commissioned by companies such as Philip Morris, Chrysler, Exxon and CBS on consumer goods ranging from tobacco and broadcasting to cars and hotels.

The work of Dichter and his Institute for Motivational Research provided the building blocks for many of the great campaigns of advertising’s golden age – including Exxon’s famous “put a tiger in your tank” campaign and the slogan “bet you can’t just eat one” for Frito-Lays – as well as facilitating the successful introduction of Mattel’s Barbie Doll.

This collection will provide researchers of consumer culture, business, advertising, marketing and psychology with a wealth of documentation. The wide variety of industries featured will allow for diverse – and multilateral – approaches from a range of academic disciplines.