Ernest Dichter Papers
Date: 1936-1991
Collection Abstract: Ernest Dichter (1907-1991) was a Vienna-trained psychologist who came to New York in 1938 to escape the Nazis. He became a pioneer in the development of motivational research, a marketing tool that used psychological techniques to probe consumers’ desires and responses to market products.
Dichter specialized in the "depth interview" in which samples of target consumers were subjected to a battery of psychological tests and something approximating psychoanalytic sessions. Dichter provided these services for a wide range of clients, including large U.S. and European corporations. He is perhaps best known for helping coin the "put a tiger in your tank" slogan for Exxon Corporation.
The papers include research reports, publications, speeches, and writings which document his long and influential career.
Collection Size: 215 linear feet
Access: The collection is open for research. No restrictions on use. A finding aid with a detailed description about the contents of this collection is available online.
Additional resources/information:
Ernest Dichter Photographs, finding aid
Ernest Dichter Research Reports, inventory
Accession number: 2407
Contact: Ask Hagley or 302-658-2400 ext 330 for more information
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