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1Title:  Research proposals and reports, 1937-1988   
 Creator:  Dichter, Ernest, 1907-1991 | Institute for Research in Mass Motivations, Inc | Institute for Motivational Research, Inc | Ernest Dichter Associates International Ltd | Ernest Dichter Motivations, Inc | Dichter Institute International Ltd | Ernest Dichter International, Institut für Motiv- und Marketingforschung 
 Notes:  This series of Ernest Dichter's papers consists of 125 linear feet of proposals and research reports created by Dichter and his staffs between his arrival in the United States in 1938 and 1988. They include a few pre-Dichter reports from J. Stirling Gatchell, Inc., the earliest dated 1937. The reports have been kept are just as they were removed from the Dichters' house in 2008. Some reports may have been removed and not returned since the 1970s, so that a number of important reports, such as those on the Plymouth automobile and the “Tiger in your tank” campaign, are now missing. Dr. Dichter's own card index, which cross-referenced reports by number, client and topic, is included.  
 Extent:  125 
 Subjects:  Dichter, Ernest, -- 1907-1991 -- Archives | Institute for Motivational Research, Inc. -- Archives | Advertising -- Effectiveness | Advertising -- Rating of | African American consumers -- Attitudes | Consumers -- Canada -- Attitudes | Consumers -- France -- Attitudes | Consumers -- Germany -- Attitudes | Consumers -- Great Britain -- Attitudes | Consumers -- Interviews | Consumers -- Switzerland -- Attitudes | Consumers -- United States -- Attitudes | Employee motivation -- Reports | Housewives -- Attitudes | Motivation (Psychology) | Motivation research (Marketing) -- Reports | Packaging -- Rating of | Women consumers -- Attitudes

Collection:  Hagley Library 
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