Ernest Dichter Papers Opened at Hagley Library

Hagley is pleased to announce the official opening of the Ernest Dichter Papers. Dichter (1907-1991) was a Vienna-trained psychologist who came to New York in 1938 to escape the Nazis. He became a pioneer in the development of motivational research, a marketing tool that used psychological techniques to probe consumers’ desires and responses to market products. Dichter specialized in the "depth interview" in which samples of target consumers were subjected to a battery of psychological tests and something approximating psychoanalytic sessions. Dichter provided these services for a wide range of clients, including large U.S. and European corporations. He is perhaps best known for helping coin the "put a tiger in your tank" slogan for Exxon Corporation.

Image: "A Conversation with Dr. Ernest Dichter," by Pamela Rothon, ca. 1970. View full document

Hedy Dichter (Dr. Dichter’s widow) began donating the Ernest Dichter Papers to Hagley in 2007; the gift will be complete by the end of 2010. Archivists arranged, described, and cataloged this significant collection which measures 215 linear feet. The papers include research reports, publications, speeches, and writings which document his long and influential career. As each series of the papers was processed, it was made available for research and it has already been used to study a wide range of subjects. The finding aid provides a thorough description of the Ernest Dichter Papers.

Image: The Human Factor, no. 224, The Economics Press, Inc., 1981. View full document

Links to Dichter Articles and Documents in the Hagley Digital Archives:

Abstract page that includes links to Finding Aid and Inventory

"A Conversation with Dr. Ernest Dichter," by Pamela Rothon, ca. 1970.

"Do You Really Want to Create More Effective T.V. Commercials?," undated.

The Human Factor, published between 1976 and 1987 by the Economic Press, Inc., is a pocket-sized folder that contains a single, focused homily or recommendation to managers on the subject of self-motivations or employee motivation.
  
"Motivational Research Study in the Field of Toys for Mattel Toys, Inc.," June 1959.

"To Buy or Not to Buy,” 1968.  This study was sponsored by Geo. J. Ball, Inc., Pan-American Seed Co., and Jiffy-Pot Company of America about the reasons people buy or do not buy bedding plants.

“Why Patients Don't Love You Anymore,” reprint from Dental Management, July 1962. 


Please contact manuscripts@hagley.org for additional information.