The Strategy of Desire

Exploring the intersection of psychology and marketing, this work by Ernest Dichter delves into consumer behavior through a Freudian lens. It introduces groundbreaking concepts like the focus group and emphasizes the role of image and persuasion in advertising. The book is divided into two parts: the first examines the foundations of persuasion and human motivations, while the second addresses strategic challenges in a rapidly changing world, highlighting themes of identity and the complexities of choice. Dichter's insights laid the groundwork for modern advertising practices.