Dichter, Ernest

Ernest Dichter (1907-1991) was consulting psychologist for the Columbia Broadcasting System from 1943 to 1946, president of the Institute for Motivational Research, and founder of Ernest Dichter Associates International. His books include, "The Psychology of Everyday Life, Handbook of Consumer Motivation, Motivating Human Behavior", and "The Naked Manager". Arthur Asa Berger is professor of broadcast and electronic communication arts at San Francisco State University.