M.G. Lord Quote
AS STRATEGY SESSIONS BEGAN IN HAWTHORNE, THE Handlers made a brilliant tactical move. They commissioned a toy study from Ernest Dichter, Ph.D., director of the Institute for Motivational Research in Croton-on-Hudson, New York. The study cost a staggering $12,000 and took six months to complete, but when it was finished the charge seemed low. Dichter had masterminded a cunning campaign to peddle Barbie. Dichter was already a legend when the Handlers approached him. Quoted on nearly every page of Vance Packard's The Hidden Persuaders, a bestseller in 1957, Dichter was hailed as a marketing Einstein—an evil Einstein, but an Einstein nonetheless. He pioneered what he called motivational research, advertising's newest, hippest, and, in Packard's view, scariest trend—the manipulation of deep-seated psychological cravings to sell merchandise.
AS STRATEGY SESSIONS BEGAN IN HAWTHORNE, THE Handlers made a brilliant tactical move. They commissioned a toy study from Ernest Dichter, Ph.D., director of the Institute for Motivational Research in Croton-on-Hudson, New York. The study cost a staggering $12,000 and took six months to complete, but when it was finished the charge seemed low. Dichter had masterminded a cunning campaign to peddle Barbie. Dichter was already a legend when the Handlers approached him. Quoted on nearly every page of Vance Packard's The Hidden Persuaders, a bestseller in 1957, Dichter was hailed as a marketing Einstein—an evil Einstein, but an Einstein nonetheless. He pioneered what he called motivational research, advertising's newest, hippest, and, in Packard's view, scariest trend—the manipulation of deep-seated psychological cravings to sell merchandise.
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About M.G. Lord
She produces the podcast, LA Made: The Barbie Tapes with Antonia Cereijido.