Ernest Dichter Motivates the British: Motivation Research and Contested Professional Legitimacies in Britain
Ernest Dichter Motivates the British: Motivation Research and Contested Professional Legitimacies in Britain
复制标题
欧内斯特·迪希特激励英国人：英国的动机研究和有争议的职业合法性
DOI：
10.1057/9780230293946_13
复制
发表时间：
2010
影响因子：
3
通讯作者：
S. Schwarzkopf
中科院分区：
文献类型：
--
作者：
S. Schwarzkopf
欧内斯特·迪希特的朋友和批评者不仅认为他是“动机研究之父”，而且认为他对消费者欲望的巧妙操纵使迪希特获得了全球成功。第二次世界大战后，迪希特的动机研究所（Institute for motivation Research）扩展到英国、意大利、法国、瑞士、德国和奥地利，这经常被引用为他商业战略成功的证据。迪希特成功地在美国和后来的欧洲主导了动机研究的部分市场。然而，在这位白手起家的“营销大师”看似势不可挡的崛起背后，迪希特必须克服相当多的批评和职业竞争，才能让他的研究公司获得经济上的成功。在他将其独特的消费者分析品牌输出到的所有国家，他的研究理论和实践都被挪用、重新加工和重新解释。此外，他的理论必须与其他理论学派在心理市场研究领域的竞争，在他扩展到的国家。这些“本地”学校往往能更好地适应国家消费者偏好的条件。迪希特还与一个重要得多、但几乎看不见的敌人作斗争：他的名声——或者可能是臭名昭著——不仅随着他在20世纪50年代在欧洲各个国家开店。
Both friends and critics of Ernest Dichter often worked not only on the assumption that he was the ‘father of motivation research’, but also on the idea that his skilful manipulation of consumer desires allowed Dichter to enjoy global success. The expansion of Dichter’s Institute for Motivational Research to Great Britain, Italy, France, Switzerland, Germany and Austria after the Second World War is often quoted as a proof for the success of his business strategy. Dichter managed to dominate parts of the market for Motivation Research in the United States and later in Europe. Behind this seemingly unstoppable rise of a self-made ‘marketing guru’, however, lay considerable critical objections and professional rivalries which Dichter had to overcome in order to enjoy economic success for his research company. In all of the countries into which he exported his peculiar brand of consumer analysis, his research theories and practices were appropriated, reworked and reinterpreted. Moreover, his theories had to compete with other theoretical schools in the area of psychological market research in the countries he expanded to. These ‘local’ schools were often far better adapted to the conditions of national consumer preferences. Dichter also fought a far more important, yet almost invisible, enemy: his reputation — or perhaps notoriety — not only followed him to the various European countries where he set up shop during the 1950s.