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.
( M.G. Lord )
[ Forever Barbie: The ]
www.QuoteSweet.com