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Motorola TV Report, undated. Young and Rubicam - Grape Nuts Flakes, The Psychology of Mattresses and Sleeping, undated. Young and Rubicam - Goodyear Truck Tires, Young and Rubicam - Goodyear Tires, Memo on Pillsbury, Memo on Pure Oil Research, Leo Burnett - Pure Oil Research, undated. Memo on Schlitz Beer, The Leo Burnett Company, Inc. Foote, Cone and Belding - Frigidaire, Frigidaire Room Conditioners, Leo Burnett - Memo on Vim Milk, undated.

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Mars' Super Circus, undated. The Readers Digest Int. Proposal for a Psychological Study of Arrid, undated. Public Relations Program for Guideposts Associates, Proposal for a Psychological Study of Pabst Beer, undated. Walker Saussy Advertising, Inc. Proposal for a Qualitative Effectiveness Study for Serutan, undated. Geyer, Newell and Ganger - Memo re: The Psychology of Coffee, The Grey Advertising Agency - Memo re: The Psychology of Jewelry, Geyer, Newell, Ganger - Memo re: Study on Flying, Young and Rubicam - Memo re: Parke Davis Advertising, General Electric Automatic Washer, Young and Rubicam, Inc.

GE Water Heater, undated. General Electric Vacuum Cleaners, Hammond Chord and Home Organs, Young and Rubicam - Jello Tapioca Pudding, Young and Rubicam - Johnson's Baby Lotion, Young and Rubicam - Kent Cigarettes, Young and Rubicam - Standard and Electric Typewriters, Young and Rubicam - Royal Typewriter, Four Roses Distillers Company - Memo re: Four Roses Advertising, Memo on Paul Jones Whiskey, undated. Lane's Cedar Chest, Modess Ad -- Overall Imact, undated. Young and Rubicam - White Owl Cigarettes, Young and Rubicam - Sanforized, Memo -- Institute for Research in Psychotherapy, undated.

Young and Rubicam - Wolsey Hose, Young and Rubicam - 2 in 1 Shoe Polish, Young and Rubicam - Gothic Girdles, Young and Rubicam - Fry's Cocoa, Young and Rubicam - Arrow Shirts Darts, The New Psychology of Electrical Appliances, undated. Proposal for a Psychological Study of Prell Shampoo, Young and Rubicam - Lipton Soups, Russell Seeds - Walt Disney Production, International Harvester as a Part of American Culture, Memo on Hoover, Burnett - Memo on Cigarette Advertising, undated.

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Fashion Advertising specifically as it refers to Brown Shoes, Young and Rubicam - American Can, Young and Rubicam - Cannon Percale Sheets, Young and Rubicam - Baker's Cocoanut, Report on June 18th Dichter Meeting on Drano, undated. Young and Rubicam - Chef Boyardee, Young and Rubicam - International Trucks, Hunt's Tomato Sauce, Young and Rubicam - Hotel Statler, Sunsweet Prune Juice, Young and Rubicam - Singer Sewing Machines, undated. Simmons Beautyrest , undated.

Young and Rubicam - Petri Wine, Savings Bonds Campaign, Foote, Cone and Belding - Imperial Whiskey, undated. Young and Rubicam - Bostonian Shoes, Young and Rubicam - Cannon Nylons, Heublein Supplementary Charts, Shampoo Flakes -- Wildroot, American Broadcasting Company - Memo re: American Broadcasting Company, Buying an Automobile, Botsford, Constantine and Gardner - Memo re: Krupnick and Associates, Inc. Domino Sugar Packaging, Farm Bureau Insurance Companies, Inc.

Sterling Advertising Agency, Inc. Leo Burnett Company Inc. Progress Report on the Readers of the J. Company - Wrigley Chewing Gum, Marketing a New Chewing Gum, Communication Techniques for Industry, Inc.

Farm Bureau Insurance Co. Hour Glass -- Copy Clinic with Dr. The Predictive Problem, Jones Company - Proposal re: New Maid Margarine, Closing the Gap, undated. Memo on the New Prune Campaign, Stockton, West, Durkhart, Inc. Charts for Wesson Oil Progress Report, undated. Products Canned Meat , Sicks' Spokane Brewery, Inc. Refine your search for parfum. Refine more Format Format.

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All Listings filter applied. Special Attributes see all Special Attributes. Modified Item see all Modified Item. The mids to early s are the high summer of Dichter's independent work. Studies from the London office first appear in and run through Beginning in , German-language studies from the Zurich and then Frankfurt offices make up an increasing share of the total.

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By the early s, the percentage of the proposals being rejected is increasing, and by the mids, the volume of business is much reduced, and more of what remains deals with non-profits and employee motivation. The last surviving report dates from , three years before Dichter's death.

Researchers should be careful to observe the distinction between proposals and studies. As noted, a substantial number of the proposals sent out failed to generate a response. Together, the proposals are most important as evidence of Dichter's general stock of ideas which may also be gleaned from his published writings and the extent of his resourcefulness in seeking ways to apply them and sell his services to potential clients. The studies, on the other hand, offer a rare, if somewhat skewed entry into the minds of ordinary consumers in the U. Unfortunately, Dichter himself destroyed his original raw data, including the full records of his depth interviews and the identity of his test subjects.

Some supporting information survives only for a few of the very last studies. The only surviving example of something close to a full set of depth interviews is a series with residents of Arizona on their lifestyles and hobbies in , and it does not match any of the completed, typed and bound studies. The surviving extracts that Dichter worked into his reports are still important and often make fascinating or occasionally outrageous reading, but the researcher should always remember that what remains has passed through the filter of Dr.

He clearly found the play of a Wednesday Addams-like little girl who imagines that her Barbie doll has a baby that soon dies more intriguing than less morbid scenarios. That said, Dichter was able to elicit rather candid responses from his subjects, in the case of the woman who used an interview on home cooking to tear into her nagging mother-in-law and her in her view spoiled husband, unexpectedly so.

To the extent that the nature and test market of the product allowed, Dichter would try to include the differing responses of minorities, including African Americans, Puerto Ricans, French Canadians and the like. He also tried to balance his samples by age and gender, although in the latter case, the researcher needs to be ever-mindful of his tendency to classify women into a few types based on the polarity of the "new" woman and the traditional homemaker.

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Arrangement Original order was maintained. The studies are arranged according to Dr. Dichter's own numerical system which assigned numbers to clients in more-or-less chronological order with the report number first, followed by the client if applicable , and the report topic. Preliminary proposals generally carry an "A" suffix, while full studies are denoted with higher letters, and projects for a single client that resulted in successive reports are typically designated " During the later years, Dichter did not maintain his filing system with the same level of accuracy and occasionally filed reports for the same project under different numbers or out of chronological sequence.

A very high percentage of the proposals did not result in commissions. Related Material A second large collection of Dichter material, which presumably came from his European offices, is now housed at the University of Vienna. This collection contains a very large number, but not all, of Dichter's research proposals and studies, and while there is substantial overlap, a particular item may exist in only one of the collections.

A list of the studies at Vienna is available. Woolen Corporation of America - Proposal for the development of a public relations and advertising policy for the Woolen Corporation of America 1 Crowell-Collier Research Department - Homemaking and appliances - a psychological survey 1 1: Esquire magazine - Proposals re: Magazine of "Shared Excitement" 1 3. Esquire Magazine - Letter to Samuel Ferber outlining the basic points of the motivational research study 1 3. Motion Picture Tie-Ups 1 undated 9: Roosevelt's Radio History 1 The Crowell-Collier Publishing Co.

Jewel tea route business - Memorandum from Dr. Gerbosi 2 Bureau of Communication Research, Inc. Chicago Tribune Study - Part I: What are the Real Goals of an Advertising Program? From Numbers to People 2 Crowell Collier Publishing Corp. The Personna Blade Company, Inc. A Motivational Research Study 3 Tab on 1C, 2C, 3C: Time Incorporated - Time Magazine Letter 3 Summary of Psychological Study for Time Magazine 3 Time Magazine - Time Magazine letter 3 Memo on Dictaphone 4 undated Harry Doehla 4 undated A Psychological Pilot Study 4 74E: Voting 4 undated Voting for the Heritage Foundation 4 75A: Young and Rubicam - Borden's Cottage Cheese 4 Young and Rubicam - Borden's Chocolate Milk 4 Young and Rubicam - Borden's Elsie 4 Young and Rubicam - Borden's Cream 4 Young and Rubicam - Borden's Milk 4 Young and Rubicam - Starlac 4 Young and Rubicam - Borden's Buttermilk 4 79A: A Psychological Pilot Study 4 82A: Walter Thompson Company 4 85F: Leo Burnett Company, Inc.

Goodrich Company 4 86C: Goodrich Company 4 Memo on Toni 5 88F: Memo on New Toni Trio Ad 5 undated Monroe Greenthal Company, Inc. Ted Bates Company, Inc. Progress Report 5 undated 94D: The House of Seagram, Ltd. Geneva Gin 5 House of Seagram Ltd. Proposal for a Psychological Research Study 5 96C: United World Film Co. Analysis and Conclusions 5 99C: Kleenex 5 undated 99F: Ernest Dichter, Psychological Consultant 5 Kleenex 5 Memo on Kleenex 5 Leo Burnett Company - Letter re: Tea Drinking 6 C: Packaging Progress Report 6 undated C: Packaging 6 Memo on Libby Ads 6 F: Memo on Pineapple 6 undated F: Economy - A Psychologicl Study 6 B: Samuel Goldwyn Productions, Inc.

The Psychology of T. Commercials - A Research Study 6 undated E: Interviewing Conoco Station Attendants 7 undated Benton and Bowles, Inc. Quality Bakers of America Cooperative, Inc. Sunbeam Bread Slogan 7 A: Young and Rubicam - Memo on Television Commercials 7 Young and Ribicam - Memo re: Television Commercials 7 undated A: Summary and Outline of the Prune Report 7 undated H: Prunes 7 undated A: Ted Bates and Co.

Knox Reeves Advertising, Inc. Weiner - Cresta Blanca Wine Sales 7 Sheaffer Pens 7 Lennen and Mitchell, Inc. A Comparative Evaluation 7 E: The Carpet Institute, Inc. Thunderbolt 8 A: Duane Jones Company, Inc. Seeds Company - Memo re: Flour 8 C: Audience Tested Advertising, Inc. What People Want in a Home 8 undated B: What is the Mood of the Nation? Carnation Company - Proposal re: Carnation Company 8 A: Report on Dichter Meeting on Bufferin 8 undated Report on September 21st Dichter Meeting on Trushay 8 undated Proposal Number 1 8 undated E: Motorola TV Report 8 undated E: National Broadcasting Company - Letter re: Proposal for Advertising Research Projects 8 The Psychology of Mattresses and Sleeping 8 undated E: Young and Rubicam - Goodyear Truck Tires 8 Young and Rubicam - Goodyear Tires 8 E: Corn Soya 8 E: Memo on Pillsbury 8 Memo on Pure Oil Research 8 Consultant Service 8 Memo on Schlitz Beer 8 E: The Leo Burnett Company, Inc.

Electric Refrigerators 8 undated Foote, Cone and Belding - Frigidaire 8 E: Frigidaire Room Conditioners 8 E: Mars Candy 8 undated F: Mars' Super Circus 8 undated The Readers Digest Int. Proposal for a Psychological Study of Arrid 9 undated A: The Cory Company and H. Walker Saussy Advertising, Inc. Proposal 9 A: Geyer, Newell and Ganger - Memo re: The Psychology of Coffee 9 E: The Grey Advertising Agency - Memo re: The Psychology of Jewelry 9 A: Geyer, Newell, Ganger - Memo re: Study on Flying 9 C: Young and Rubicam - Memo re: Rockwood Chocolate 9 E: Pyrex Ware 9 A: Piel's Beer 9 E: Parke Davis Advertising 9 E: Lipton Tea 9 undated Lipton Tea 9 E: Minute Rice 9 E: Minute Potatoes 9 Toasters 9 undated General Electric Automatic Washer 9 Young and Rubicam, Inc.

GE Water Heater 9 undated General Electric Vacuum Cleaners 9 E: Elgin Watches 9 E: Kaiser Aluminum 9 E: Hammond Chord and Home Organs 9 A: Jello Division -- General Foods Corp. Young and Rubicam - Jello Tapioca Pudding 9 Jello 9 Young and Rubicam - Kent Cigarettes 9 E: Young and Rubicam - Standard and Electric Typewriters 9 Young and Rubicam - Royal Typewriter 9 E: Paul Jones 9 F: Four Roses Distillers Company - Memo re: Four Roses Advertising 9 Memo on Paul Jones Whiskey 9 undated E: Lane's Cedar Chest 9 E: Modess 9 F: Modess Ad -- Overall Imact 9 undated E: Young and Rubicam - Sanforized 9 A: Memo -- Institute for Research in Psychotherapy 9 undated A: Phillips Gasoline Phillips Petroleum Co.

Educators-Advertising Council 9 undated E: Young and Rubicam - Wolsey Hose 9 E: Young and Rubicam - 2 in 1 Shoe Polish 9 E: Young and Rubicam - Gothic Girdles 9 E: Young and Rubicam - Fry's Cocoa 9 C: Armour--Laboratories 9 Postum 10 D: Young and Rubicam - Lipton Soups 10 E: Memo on Hoover 10 E: Burnett - Memo on Cigarette Advertising 10 undated E: Fashion Advertising specifically as it refers to Brown Shoes 10 A: Young and Rubicam - American Can 10 Young and Rubicam - Baker's Cocoanut 10 E: Young and Rubicam - Chef Boyardee 10 E: Young and Rubicam - International Trucks 10 A: International Sterling 10 undated A: Hunt's Tomato Sauce 10 E: Young and Rubicam - Hotel Statler 10 E: Sunsweet Prune Juice 10 E: Simmons Beautyrest 10 undated E: Young and Rubicam - Petri Wine 10 E: Minute Tapioca 10 C: Savings Bonds Campaign 10 A: Foote, Cone and Belding - Imperial Whiskey 10 undated Kotex Ad 10 undated C: Young and Rubicam - Bostonian Shoes 10 E: Young and Rubicam - Cannon Nylons 10 E: Gumbinner Advertising Agency Inc.

Gumbinner, Advertising Agency Inc. Heublein Supplementary Charts 10 A: Investments 11 A: Batten, Barton, Durstine and Gaborn, Inc. Shampoo Flakes -- Wildroot 11 American Broadcasting Company - Memo re: American Broadcasting Company 11 D: Coffee 11 E: Coffee 11 D: Buying an Automobile 11 A: Botsford, Constantine and Gardner - Memo re: Raisins 11 B: New Business 11 C: Popular Merchandise Company, Inc. Krupnick and Associates, Inc. Griesedieck Beer 11 C: Beer 11 A: Domino Sugar Packaging 12 E: Farm Bureau Insurance Companies, Inc.

Sterling Advertising Agency, Inc.

Dannon Milk Products, Inc. Leo Burnett Company Inc. Progress Report on the Readers of the J. Geyer, Newell and Ganger - Thoughts re: Progress Report based on a Qualitative Study conducted to find: The Modern Hospital Publishing Co. Company - Wrigley Chewing Gum 12 A: Colgate-Palmolive Company - Proposal re: Marketing a New Chewing Gum 12 New Products Toilet Articles 12 A: Miner Company 14 A: Communication Techniques for Industry, Inc. Farm Bureau Insurance Co. National Shoe Manufacturers Association, Inc. Hour Glass -- Copy Clinic with Dr.

Dichter 14 A: Thrifty Drug Stores Co. The Predictive Problem 14 Phase III 14 A: Jones Company - Proposal re: New Maid Margarine 14 A: