Baker Library | Bloomberg Center

American Consumer Culture 1935 - 1965

Description: Market research reports and supporting documents of Ernest Dichter; a consumer analyst and market research pioneer.

The work of Dichter and his Institute for Motivational Research provided the building blocks for many of the great campaigns of advertising's golden age - including Exxon's famous "put a tiger in your tank" campaign and the slogan "bet you can't just eat one" for Frito-Lays - as well as facilitating the successful introduction of Mattel's Barbie Doll.

Content Type: Analyst & Research Reports

Subject: Advertising, Business History, Market Research

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