Ernest Dichter Papers - Hagley Museum and Library

Hagley Museum and Library 

P.O. Box 3630 

298 Buck Road East 

Wilmington, Delaware 19807 

(302) 658-0545 

Manuscripts and Archives Department e-mail: 

manuscripts@hagley.org 

Ernest Dichter Papers 

Accession 2407 

October 2009


ERNEST DICHTER PAPERS 

Table of Contents 

History…………………………………………………………..….1 

Proposals & Studies………………………………………………14 

Publications………………………………………………………..22 

Speeches, Quizzes & Seminars…………………………………...27 

Publicity……………………………………………………………35 

Writings & Drafts…………………………………………….…..42 

Correspondence………………………………………….………101 

Also includes a list of Ernest Dichter’s Research Reports (box number, report number, title, client 

and date); as well as a copy of the photo archive inventory that is housed in the Pictorial 

Department.

HISTORY 



Ernest Dichter, one of the pioneers in consumer motivational research, was born in 

Vienna on August 14, 1907, the oldest of three children of William and Mathilde Dichter, 

a family of Polish and Sudeten-German immigrants. His father was a traveling salesman 

of textiles and sewing accessories. Dichter later wrote that he “never really had a 

psychological father” and of being “ashamed” of him by age nine or ten. However, as the 

oldest son, Dichter enjoyed a special status within the family and was obliged to assume 

the breadwinner role as his father’s business and health failed. Ernest Dichter had red 

hair and blue eyes which made him stand out among Jews but not Gentiles, and the 

family was at best only moderately observant. The Dichters were downwardly mobile 

and were barely affected by the glittering high culture of pre-World War I Vienna. 

During and immediately after World War I, the family was severely impoverished as 

William Dichter was first drawn into the army and then often unable to earn 

commissions. Ernest Dichter would always recall the poverty and starvation of his 

formative years and credit it with sharpening his awareness of the pleasures and comforts 

to be had in even the most basic and essential material goods. 

In his own words, Ernest Dichter “concentrated on earning money” from the age of 

fourteen. He began by picking wild mushrooms and berries in the countryside, which he 

sold to grocery stores. By 1924, he was forced to drop out of school for lack of money 

and secured a position in an uncle’s department store as a clerk and window decorator. 

Although he remained poor, Dichter was able attend the University of Vienna where he 

studied German literature from 1927 to 1929, thanks to a new law that permitted working 

students to take classes on nights and weekends. In the latter year, he fled to Paris to 

escape family pressures and enrolled at the Sorbonne, where he continued his literary 

studies. Here a woman fellow-student, a refugee from the Russian Revolution with 

whom he had a relationship, turned his interests away from literature towards socialism 

and psychology. 

Because of the Depression, Dichter was forced to return to Vienna in 1930, where he 

resumed his studies at the University, supporting himself as a tutor and window dresser. 

He now pursued a doctorate in psychology. His most important mentors were Karl 

Bühler (1879-1963) and Charlotte Bühler (1893-1974), who taught an anti-Freudian, 

empirical and developmental psychology and a motivation-based theory of personality. 

Dichter himself later credited the analytical philosopher Moritz Schlick (1882-1936), 

under whom he studied epistemology and logic, as having the greater influence and 

giving him the intellectual tools most essential to his later work. However, it was his 

statistics teacher, Paul Felix Lazarsfeld (1901-1976), who would later provide the entry to 

his American career. 

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HISTORY (cont’d) 



Dichter also studied the art and psychology of public speaking in a class taught by Esti 

Freud, the daughter-in-law of Sigmund Freud. 

In 1934, Dichter received his Ph.D., and his father died. In the following year, Dichter 

married Hedy Langfelder, a concert pianist, the three events together marking his entrance 

into the professional class and into adult family life. He worked with developing infants, 

mentally ill children, offered vocational guidance to adults, and authored a popular 

syndicated column on practical psychology. He also conducted a private psychoanalytical 

practice and studied with Wilhelm Stekel (1868-1940) and August Aichhorn (1878- 

1949), both of whom practiced a more clinical and empirical form of psychoanalysis than 

Freud. During 1936-37, he also worked at the Arbeitsgemeinschaft der Mitarbeiter des 

Ősterreichischen Wirtschaftspsychologischen Forschungsstelle (Employees Association 

of the Austrian Economic Psychology Research Center) where Lazarsfeld, who had 

emigrated to America in 1933, had developed innovative market research that employed 

psychological depth interviews. 

However, Dichter claimed to have been unaware that the Center was a haven for 

socialist dissidents and what the new right-wing government of Austria considered 

subversive activities, and he found himself arrested and held for interrogation without 

warning. Early in 1937, at the same time as the Center was formally shuttered, Dichter 

and his wife fled to Paris, where he was forced to work at his father’s old trade of 

commission salesman, a setback, but one that forced him to hone his ability to deliver a 

successful sales pitch and drove home the fact that the product generally does not sell 

itself. 

Dichter was one of those fortunate refugees from Nazism who accurately gauged the 

threat Hitler posed to all of Western Europe and escaped in time. He secured a visa to the 

United States in the spring of 1938 by, as he claimed, personally convincing the 

American Vice Consul in Paris of the value of his skills to the U.S. consumer economy. 

The Dichters arrived in New York with only $100 between them in September. 

However, with a recommendation from Lazarsfeld, who had established himself in the 

U.S. in 1933 and was busily developing and refining many of the techniques that Dichter 

himself would later employ, Dichter secured a position with a market research firm 

within three days and settled into the refugee community in New York City. Unlike many 

refugee intellectuals and professionals, however, he sought professional help to replace 

his Viennese accent with an American one. 

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Within a short time, Dichter began to solicit short-term consulting jobs, the first with 

Esquire magazine, then for Procter & Gamble’s Ivory soap, and then for Chrysler’s new 

Plymouth line of low-priced cars, all incidentally, products that had a high psycho-sexual 

or erotic component to their consumer appeal. Within eighteen months of his arrival, 

Dichter had been noticed by Time magazine, and these first successes led to the post of 

director of psychological research with the influential advertising agency J. Stirling 

Getchell, Inc. After Getchell died, Dichter accepted an offer from Frank Stanton of the 

Columbia Broadcasting System, where Lazarsfeld was doing pioneering work on 

audience response. Stanton, Lazarsfeld, and their teams aired programs for test audiences 

and used a Program Analyzer to accurately measure fluctuating listener attention, thereby 

discovering what parts of the program people liked most. Where Lazarsfeld’s research 

was both rigorously quantitative and qualitative, Dichter’s approach was almost entirely 

qualitative. Where Lazarsfeld favored collaboration and team effort, Dichter worked on 

the basis of personal insight and in the role of an individual expert. 

Naturally independent and entrepreneurial, Dichter chafed under the working 

conditions within a large organization like CBS, and in 1946 established his own 

consulting firm, which he incorporated as the Institute for Research in Mass Motivations 

in 1952. He was soon commanding fees of $500 a day. He moved his office from New 

York to a small farm in Montrose in 1953, and about a year later, to a 26-room mansion 

on a hill top overlooking the river in Croton-on-Hudson about thirty miles north of 

Manhattan. It 1955, it was restyled the Institute for Motivational Research, Inc., and it 

was under this title that the Dichter organization was at its most productive. 

The 1950s were the heyday of the type of motivational research that Dichter practiced. 

Whether Dichter originated M.R. or was merely its most important and aggressive 

practitioner is still debated. He clearly benefited from his place in the New York market 

and from his forceful, charismatic personality. Dichter was capable of using a barrage of 

controversial, speculative and Freudian assertions (a watered-down Freudianism was 

everywhere permeating contemporary American culture) and a talent for what would later 

become known as “thinking outside the box” to command the attention of manufacturers 

and their advertising agencies. 

Dichter followed a consistent operating procedure for most of his career. He came to 

employ a staff of as many as sixty or seventy people, about a third of which were social 

scientists, along with a pool of as many as 2,000 part-time interviewers scattered around 

the country who worked with carefully constructed groups of test subjects drawn from the 

target population. Dichter also maintained a smaller and more permanent pool of 

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families from the New York-Westchester County area from whom he could select test 

subjects for more intensive study at his offices. 

Dichter usually began with a mailed proposal calling attention to some supposed 

problem faced by a prospective client and describing his own past successes. A 

substantial number failed to elicit a response. When one did, Dichter attended an initial 

meeting to deliver his well-honed pitch like any other salesman. If successful, either the 

manufacturer, its advertising agency, or both, would pay $20,000-60,000 for a fullfledged 

study whose end product might run to hundreds of pages. Dichter’s staff would 

assemble an appropriate sample of test subjects and use them to investigate Dichter’s 

hypotheses and assertions. With some companies, Dichter was able to secure follow-up 

studies and establish a long-term working relationship. He is perhaps best known for the 

groundwork that lead to the “put a tiger in your tank” slogan for Exxon Corporation and 

the “bet you can’t eat just one” advertising campaign of Frito-Lay, as well as facilitating 

the successful introduction of the Barbie doll. 

Dichter used a wide variety of methods, including standard personality assessment and 

perception tests, anthropological observations, and psychodrama. Test subjects and 

families assembled in Dichter’s “Living Laboratory,” a facsimile of an ordinary suburban 

family room, where they watched television commercials or interacted with actual 

products, while tape recorders rolled and hidden cameras captured changes in body 

language. However, the core of Dichter’s approach was the use of the in-depth interview. 

He and his staff used the whole battery of psychiatric techniques to elicit self-exploration 

and candid responses from his subjects that teased out their unconscious (often 

sexualized) motivations and emotional engagements with the whole range of consumer 

goods, with commercials and advertisements, and, when occasionally promoting service 

agencies or political candidates, with other aspects of daily life. Dichter claimed not only 

to reveal the consumers innermost secrets and taboos, but also the “soul of the product,” 

the deeper meanings and taboos surrounding it. 

Dichter’s own motivations were rather complex, befitting his personal history. As 

someone who had experienced privation, he understood how material goods contributed 

to physical and psychological well-being and brought some measure of satisfaction and 

fulfillment even to the relatively poor. He wrote paeans to the simple and deep delights 

offered by bathing or eating soup or feeling the textures of different types of cloth. He 

had witnessed the growth of the middle classes through increasing income and leisure 

time and realized that the newly-prosperous and upwardly mobile American relied on 

advertising and other mass media rather than tradition for cues to appropriate behavior 

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and possessions. He also saw how material abundance complicated the age-old issue of 

status markers, allowing for all sorts of associations and “personal statements” between 

the old dichotomy of excess for the rich few and meagerness for everyone else. Hence, 

for Dichter, consumption, properly channeled, became a form of therapy and selfrealization. 

Goods chosen to meet one’s inner needs and social responsibilities 

represented an advance over items chosen simply as external status markers to assert 

one’s superiority. Mass communication, again properly channeled and explained, became 

the structural framework of democratic society. Products designed and sold in line with 

people’s deepest, albeit irrational, internal needs would constitute realistic and realizable 

small steps towards a better life, if not the Good Life. Such steps, Dichter believed, 

would allay the kind of mass public anxieties that had been exploited by Hitler and other 

totalitarians of left and right. 

At the same time, Dichter seems to have had a sense of mission to bring a more open, 

Continental sexuality to repressed, puritanical America and to make American society 

more open to immigrants and outsiders. In this, he was largely riding on underlying 

tectonic shifts that had been going on for years and that had accelerated during the social 

disruptions of World War II. On the other hand, he seems to have believed that American 

politics, and for that matter advertising, had gone too far in the direction of the real 

equality of the sexes. Dichter was a believer in gender complementarity, not equality, 

which implied the existence of subconscious gendered consumer preferences that 

advertisers ignored at their peril. In an early study he expatiated on “the gender of rice,” 

rice being by culture, if not by nature, “feminine,” while potatoes, say, were perceived as 

“masculine.” A corollary was that advertisers must avoid sexual ambiguity or confusion 

in their ads, pitching a “masculine” product in a “feminine” way or vice versa, and 

especially avoiding the suggestion that a product was, in today’s parlance, “too gay,” an 

issue that was, in contrast to the frankness about bodily functions, usually approached 

obliquely in the 1950s and 60s. 

Even at his peak, Dichter had opponents. Some maintained that his work was 

insufficiently quantitative and was therefore “unscientific,” and in fact, Dichter seems to 

have been forced to include more quantitative analysis later on simply to keep up with 

disciplinary trends. Others thought Dichter was little more that a gifted advertising 

copywriter who simply wrapped his creative insights in psychological garb, or a pitchman 

who could appeal over the heads of experts to bosses who found his presentation of 

simple truisms psychologically profound. 

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A more comprehensive attack was launched by Vance Packard in his 1957 book The 

Hidden Persuaders, who arraigned Dichter as “the most famed” practitioner of 

techniques that promoted mass consumption and self-indulgence and manipulated 

consumers into buying things they never wanted or needed. Ironically, Packard’s attack 

served as the perfect endorsement for potential clients, increasing Dichter’s business and 

his stature. Dichter himself responded with a presentation of his own views in Strategy of 

Desire in 1960. Whatever one thinks of Dichter’s own beliefs, his report interviews 

show his consumer subjects to be critical and skeptical, often brutally so, and capable of 

distinguishing what worked for them from advertising hype. 

The attack by Betty Friedan in The Feminine Mystique in 1963 was less easily 

deflected. Dichter’s quasi-Freudian psychology, adherence to the notion of separate 

spheres, and personal view of women as male help-meets could not be reconciled with 

any version of feminism. Dichter had long divided female consumers into three classes. 

The “career woman,” even if lacking an actual career, might dream of one and felt bored 

and frustrated by housework. At the opposite end of the spectrum, the “pure housewife” 

reveled in traditional domestic duties. As a result, neither was likely to be a receptive 

consumer of household goods, the first being indifferent and the second committed to the 

doctrine of “do it yourself.” Dichter favored (or perhaps created) the happy medium of 

the “balanced woman,” who enjoyed housekeeping, yet engaged in or at least thought 

about some activities outside the domestic circle. The “balanced woman” was the perfect 

mark for advertisers, because they could entice her to try some supposedly labor-saving 

product that would allegedly increase her free time, while at the same time playing on her 

guilt at not being a more dedicated homemaker and her desire to meld domesticity and 

creativity. So in a famous study for General Mills, Dichter advised them to remove the 

powdered eggs and milk from Bisquick, a biscuit or cake mix which needed only water, 

on the grounds that it eliminated the last bit of creativity in cooking. The “balanced 

woman” could be won over by being made an active (but not too active) participant 

through adding the real eggs and milk herself. 

On the crest of his American successes, Dichter took his approach back to Europe. 

Here he encountered varying blends of resistance and acceptance depending upon a given 

country’s general stance on the larger issues of “Americanization.” Where cultural 

resistance was highest, in Paris (1958) and Rome (1959), Dichter’s branch offices were 

small and short-lived, although he continued to do some work for French clients out of 

New York. 

6




In Britain, Dichter encountered a society numbed by nearly three decades of 

Depression privation and war rationing, where American abundance still generated mixed 

reactions of awe and resentment. Traditional British society was hostile to Dichter at a 

number of levels. Britain’s long traditions of empiricism and analytical philosophy 

ensured that academics and scientists rejected Dichter’s qualitative methods and watereddown 

Freudianism out of hand. Its deeply-ingrained class system and notions of class 

solidarity that stifled anything that smacked of “putting on airs” or grabbing more than 

one’s share seemed to offer only barren ground for Dichter’s ideas of optimism and 

mobility. Dichter thought the British even more puritanical than the Americans, yet 

within a few years after Dichter opened his London office in 1958, Britain’s younger 

generation was developing its own brands of hedonism and fashion-sense and exporting 

them to the rest of the world. Even Dichter’s “balanced woman” was a step forward in 

the British case, as a 1965 study of women’s sexuality for Nova, a new women’s 

magazine, showed. 

In the end, however, Dichter’s most reliable British clients were vendors of cigarettes 

and chocolates. For whatever cultural reasons, Dichter continued to find a more receptive 

audience in the German-speaking Europe from which he had come. The branch offices in 

Zurich, his main European base (1968), and Frankfurt (1970) generated an increasing 

share of Dichter’s business, and in fact survived him. Dichter developed some of his 

strongest relationships with German and Swiss firms. 

By the 1960s, a resurgent feminism was but one of Dichter’s problems. The early 

success stories could not be repeated indefinitely. Dichter’s multi-volume reports could 

be little more than a post-mortem for the Edsel. Often as not, Dichter was called in as 

part of a usually unsuccessful drive to revive flagging sales of products that were losing 

their appeal or regional brands that eventually would succumb to competition from 

national chains. The academic study of consumer behavior was moving into business 

schools and becoming more quantitative and theoretical. Advertising thrived on novelty, 

and Freudianism was becoming old. Newer advertising agencies increasingly relied on 

humor and irony, and it became clear that if people could remember the style of your ad, 

your jingle, catchphrase or mascot for whatever reason, you didn’t have to punch their 

Freudian subconscious buttons. 

Beginning in the early 1960s, Dichter began responding to these challenges more by 

changing the scope of his work than by altering his own ideologies. He solicited more 

work from non-profits, governments and political candidates, shifted the emphasis from 

the product to the effectiveness of the packaging, and used his motivational techniques to 

7




suggest ways to improve the morale of employees, particularly local managers, 

salespeople, dealers, and commission agents. He added more appendices with graphs to 

make his work more quantitative. 

These unfavorable trends accelerated in the late 1960s and early 1970s. Dichter had 

long preached against American Puritanism, but when the barriers began collapsing, it is 

likely that he was not as pleased with the result as he might have once thought. The baby 

boomer kids who had sat sullen or fidgety in his “Living Laboratory” while he poked and 

prodded their psyches in the 1950s were now vowing not to trust anyone over thirty. 

While many vendors quickly figured out ways to cultivate the Youth Market, Dichter was 

now not merely over thirty, he was over sixty. While he could observe the 

Counterculture from outside as a social scientist and profess to see some of his own ideas 

and ideals there, to the hippie generation he could only be a parent and not a prophet. His 

work on the “peacock revolution” in men’s dress, however perceptive, was used by 

DuPont to market the garish polyester fabrics and clothing that have since become a 

cliché of the 1970s. 

To someone who had promised to ameliorate societal anxieties and psychological 

discontents in the pursuit of greater harmony and personal growth, the era’s sometimes 

violent confrontations over stark racial, generational, class, gender, and lifestyle divides 

was genuinely disturbing. By his own accounts, Dichter saw the polarizations of the late 

1960s as a replay of what had happened in Germany in the early 1930s. Spiro Agnewstyle 

conservatism, in particular, seemed to him to presage a second coming of the Brown 

Shirts. As in the 1930s, Dichter seriously considered whether it might be time to escape 

by emigrating before it was too late. Matters came to a head in 1970, when Dichter 

suffered a heart attack during a confrontational speaking encounter with a Black militant. 

Nonetheless, with typical optimism, he used his forced recuperation to make suggestions 

for improving amenities for patients in hospitals. 

This physical setback further prompted Dichter to rearrange his affairs. In March 

1971, he sold his companies to Lehigh Valley Industries, Inc., a minor industrial 

conglomerate that had begun life as an anthracite coal company, but they jettisoned the 

business as unprofitable in 1973, keeping only a subsidiary that promoted coupon sales. 

Dichter repurchased the rest. His firms went through several changes of name, although 

it is unclear if these were merely cosmetic or represented attempts to recapitalize or 

reorganize. 

8




At the same time, of course, the cataclysms that Dichter had feared did not happen, 

and as the 1970s turned into the “me decade,” he enjoyed a new popularity in a cultural 

landscape teeming with rival gurus and self-help artists. As he gradually lost favor with 

many American mass marketers, he gained greater exposure as a pop psychologist. He 

ran seminars, wrote personality tests for popular magazines such as Cosmopolitan, and 

gave interviews (and a temporary sheen of respectability) to Penthouse and the 

supermarket tabloids. On the more serious side, Dichter developed an interest in 

futurology and a relationship with the nearby Hudson Institute founded by Herman Kahn. 

He also taught courses in marketing at Mercy College, originally a Catholic junior college 

in Dobbs Ferry that was vigorously transforming itself into an institution for adult 

students and continuing education. 

By now, Dichter was at the normal age for retirement. He had tried to hand down his 

businesses to his only son, Thomas W. Dichter, making him the titular president of the 

Institute for a time in the 1970s, but he opted for an independent career as an 

anthropologist and expert on Third World development. Although Ernest Dichter 

continued working, age and the economic dislocations of the early 1980s forced him to 

curtail his activities. He sold the Croton-on-Hudson “Castle” at the end of 1981 and 

moved to more economical quarters in nearby Cortlandt Manor. The successful offices in 

Zurich and Frankfurt were sold to their local staffs who retained the Dichter name, and 

the London operation had already been sold to William Schlackman, a former employee 

who was becoming Britain’s leading market researcher. 

Dichter turned more and more to writing, obtained a faculty position at Nova 

University in Fort Lauderdale, Florida, and sought to convert his business into an 

academic institute, housed either in Florida or Israel. He took commissions from strange 

bedfellows, including Pat Robertson’s Christian Broadcasting Network, for whom he 

analyzed viewer reactions to American television re-runs beamed into northern Israel and 

occupied southern Lebanon. With much of his written output now divorced from selling 

particular products, Dichter proved able to re-run or syndicate his own message to new 

audiences. As late as 1989 he was hired to conduct the first consumer motivation studies 

in the Soviet Union. 

Dichter disseminated his ideas in seventeen books published over his lifetime, as well 

as in his Institute’s newsletters and in countless speeches and public appearances. His 

major published works include: The Psychology of Everyday Living (1947), The Strategy 

of Desire (1960, The Handbook of Consumer Motivations: The Psychology of the World 

of Objects (1964), Motivating Human Behavior (1971), The Naked Manager (1974), 

9




Packaging: The Sixth Sense? (1975), Total Self-Knowledge (1976), Getting Motivated 

(1979), and How Hot a Manager Are You? (1987). Attempts to explain his work to his 

oldest grandson Sasha resulted in a series of Sacha books on psychological concepts for 

children published in Paris in the mid-1970s. 

Ernest Dichter died of heart failure in the Hudson Valley Hospital Center near 

Peekskill, N.Y., on November 21, 1991. His work is perpetuated by Dichter Research 

AG, successor to the old Zurich office, and the Ernest Dichter Institut. Motiv-, 

Marketing- Kommunikationsforschung GmbH & Co. KG in Frankfurt. At the beginning 

of the twenty-first century, Dichter’s work has been rediscovered by a new generation of 

historians of consumer culture. 

Although Dichter saw himself as first and foremost a psychologist, a balanced account 

of his life must concede some points to his critics. It would appear, perhaps reflecting his 

earlier devotion to literary studies, that, whatever his other gifts Dichter was also a 

sometimes-brilliant artist whose medium was the symbolic element of advertising and 

whose methods had a large intuitive component. That is, Dichter used his training in 

psychology and logic, his personal experiences, and those of his subjects to craft 

explanatory narratives that were highly plausible if not always completely convincing. 

There is an anecdote that Nestlé finally balked at hiring him, saying in effect, that since 

the premises and conclusions of his reports were the same, it made no sense to pay for 

what was in the middle. 

Of course, there was nothing really new here. Seers, poets, artists, and their kin have 

been coining intuitive readings of situations into pithy images and phrases since the dawn 

of human history, and traders, merchants and manufacturers have depended upon intuitive 

readings of their customers’ emotional needs and have tried to turn luxuries into 

necessities ever since commerce began. From that perspective, Dichter did not so much 

venture into unexplored territory as develop a style, a distinctive voice in a long-running 

conversation. It is perhaps appropriate that automatic Internet translation software 

renders the name of his German successor literally as “Ernest Poets Institute.” 

Dichter’s wish to be taken seriously as a social philosopher will always be 

compromised by his participation in commerce, but perhaps equally so by his deep 

immersion in the messiness of everyday life, both his own and that of his subjects. 

Unlike professional therapists, Dichter made no pretense of curing the psychically 

damaged of their traumas nor of elevating humanity onto some straight and narrow path. 

At the same time, the charges of Vance Packard and other moralizers seem overblown in 

10




that Dichter’s actual effectiveness is not that easy to measure among a host of other 

factors. It is difficult if not impossible to prove that Dichter all by himself successfully 

and knowingly tempted people into activities he knew to be harmful, something he 

himself went to some lengths to deny and disprove. He did, however, use his authority to 

validate some kinds of irrational, emotional and messy behavior, and although he urged 

the channeling of animal appetites for food, sex, security, control, and emotional 

gratification towards moderate and socially benign ends, this in itself is enough to 

condemn him in the eyes of those who for whatever reason have a hard time with 

messiness in general. To use the vocabulary of the clergy he professed to despise, Dichter 

sought to help people live with their sinfulness and acknowledged the futility of trying to 

stamp it out. 

As someone who first directly experienced the baneful effects of a society organized 

around totalizing myths of “blood and soil,” and master race/untermenschen 

polarizations, and later those of unbridled hedonism and “let it all hang out,” Dichter 

remains pertinent as an example, if not a guide, to our continuing “creative discontents.” 

Situated in the murky, ambiguous no-man’s land somewhere between self-denial and 

self-indulgence, privation and excess, the ideal and the material, repression and license, 

asceticism and sensuality, will and appetite, dichotomies that have shaped human thought 

and action for ages, Dichter and his subjects remain contentious, engaging and relevant 

(The above essay draws heavily upon Daniel Horowitz’s “The Birth of a Salesman: 

Ernest Dichter and the Objects of Desire,” which is perhaps the fullest account of 

Dichter’s life and work thus far, and also upon Dichter’s own letters and manuscripts.) 

GENERAL SCOPE AND CONTENT NOTE 

Ernest Dichter’s papers were donated to the Hagley Museum and Library by the 

Dichter family. After closing his offices in the Croton-on-Hudson “Castle” in 1982, 

Dichter placed his library of research studies, publications and other writings with Mercy 

College, where he taught marketing. However, when Mercy College sought permission 

in 1990 to microfilm them and have carte blanche to destroy the originals to save space, 

Dichter repossessed them. He was working with a dealer to sell them to another library 

but was unable to make satisfactory arrangements before his final illness. These 

materials, plus Dr. Dichter’s remaining business correspondence and notes, were removed 

11



GENERAL SCOPE AND CONTENT NOTE (cont’d) 

to Hagley from Dichter’s last residence and office in Cortlandt Manor, N.Y., in 2007. A 

second large collection of Dichter material, which presumably came from his European 

offices, is now housed at the University of Vienna. This collection contains a very large 

number, but not all, of his research proposals and studies, and while there is substantial 

overlap, a particular item may exist in only one of the collections. A list of the studies at 

Vienna is available. 

The Ernest Dichter Papers have been arranged in six Subgroups, which more or less 

reflect Dr. Dichter’s own arrangement. However, researchers should be aware that Dr. 

Dichter kept multiple copies of his writings and associated materials in several different 

filing systems, including freestanding items on library shelves, papers in loose-leaf 

binders, and several runs of filing cabinets. Versions of the same document may typically 

exist in two or more of the Subgroups, and researchers are advised to check all parts of 

the finding aid. The loose-leaf binders themselves have been destroyed as a conservation 

measure and all materials transferred to file folders and record cartons. In the process, 

obvious duplication, including the many copies of his writings that Dr. Dichter held as 

inventory for sale, has been eliminated. Dichter’s numbering systems and indexes have 

been preserved. 

Subgroup A, which accounts for over half the collection, is comprised of Dr. Dichter’s 

research proposals and studies. As such, it is both the heart of the archive and the most 

important part of Dichter’s prodigious intellectual output, containing not merely the 

fullest expression of his own ideas but also an unparalleled window into consumer 

behavior and attitudes over more than four decades and on five continents. 

Subgroup B, Publications, consists of the formally published newsletters and bulletins 

though which Dr. Dichter disseminated his ideas and presented the activities of himself 

and his Institute. There are also Japanese-language versions of two of his books and four 

of the Sacha children’s books published in France. The rest of Dichter’s books have been 

transferred to the general Imprints collection 

Subgroup C, Speeches, Quizzes & Seminars, consists of the texts of speeches, poppsychology 

personality quizzes, and agendas and notes for seminars, some of which may 

also exist in published form. 

Subgroup D, Publicity, consists primarily of press cuttings and articles issued to 

publicize Dr. Dichter’s activities, including public appearances, pronouncements, or short 

statements to the newspaper press and other mass media. 

12



GENERAL SCOPE AND CONTENT NOTE (cont’d) 

Subgroup E, Writings & Drafts, comprises multiple drafts of some of Dichter’s 

principal books and other writings. It also contains what Dichter referred to as his 

“Subject Files,” which are copies of his lesser writings and parts of the studies arranged 

by subject for ready reference. 

Subgroup F, Correspondence, contains Dichter’s business correspondence and other 

materials created or collected in the process of running the Institute and publishing his 

books and newsletters. 

Because Dr. Dichter had such a wide range of clients over the course of his long career 

and maintained an interest is so many different issues, his files contain an equally wide 

range of embedded catalogs and publications, from a paper on counterinsurgency in 

Vietnam to catalogs for Brazilian diamonds and Porsche motorcycles to flyers for 

retirement communities. Many of the catalogs are fine examples of Continental graphic 

design styles of the 1970s, 80s and 90s. To improve access to this material, the most 

significant items have been cataloged individually in Hagley’s online public access 

catalog (OPAC), where they may be retrieved by author, title and subject. 

13

SCOPE AND CONTENT NOTE 



Proposals & Studies 

This series consists of 126 linear feet of proposals and research studies created by 

Ernest 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 studies have been kept just as they were removed from the Dichters’ house in 

2008. Some studies may have been given away or not refiled, so that some important 

studies, such as those on the Plymouth and the “Tiger in your tank” campaign, are now 

missing. Dr. Dichter’s own card index, which cross-referenced the studies by number, 

client and topic, is included. 

The studies are arranged according to Dr. Dichter’s own numerical system which 

assigned numbers to clients in more-or-less chronological order. Preliminary proposals 

generally carry an “A” suffix, while full studies are denoted with higher letters and 

projects for a single client that resulted in successive reports are typically designated 

“12.1,” “12.2,” etc. During the later years, Dichter did not maintain his filing system with 

the same level of accuracy and occasionally filed reports for the same project under 

different numbers or out of chronological sequence. A very high percentage of the 

proposals did not result in commissions. However, the researcher should keep in mind 

that in some cases the proposal remains, while the final report has been removed from the 

files. 

The studies begin with Dichter’s work for J. Stirling Gatchell and the Columbia 

Broadcasting System. The CBS reports employ the Lazarsfeld methods of measuring 

audience response and include analyses of single programs, of daytime soap operas, of 

Franklin D. Roosevelt’s use of radio, and of public service programming, including one 

on anxieties raised by the atomic bomb. The mid-1950s to early 1960s are the high 

summer of Dichter’s independent work. Studies from the London office first appear in 

1958 and run through 1969. Beginning in 1968, German-language studies from the 

Zurich and then Frankfurt offices make up an increasing share of the total. By the early 

1970s, the percentage of the proposals being rejected is increasing, and by the mid-1970s, 

the volume of business is much reduced, and more of what remains deals with non-profits 

and employee motivation. The last surviving report dates from 1988, three years before 

Dichter’s death. 

14




SCOPE AND CONTENT NOTE (cont’d) 

Researchers should be careful to observe the distinction between proposals and 

studies. As noted, a substantial number of the proposals sent out failed to generate a 

response. Together, the proposals are most important as evidence of Dichter’s general 

stock of ideas (which may also be gleaned from his published writings) and the extent of 

his resourcefulness in seeking ways to apply them and sell his services to potential 

clients. 

The studies, on the other hand, offer a rare, if somewhat skewed entry into the minds 

of ordinary consumers in the U.S., Western Europe, and to a lesser extent Canada, 

Mexico and Israel. Unfortunately, Dichter himself destroyed his original raw data, 

including the full records of his depth interviews and the identity of his test subjects. 

Some supporting information survives only for a few of the very last studies. The only 

surviving example of something close to a full set of depth interviews is a series with 

residents of Arizona on their lifestyles and hobbies in 1985, and it does not match any of 

the completed, typed and bound studies. The surviving extracts that Dichter worked into 

his reports are still important and often make fascinating or occasionally outrageous 

reading, but the researcher should always remember that what remains has passed through 

the filter of Dr. Dichter’s own sensibilities. He clearly found the play of a Wednesday 

Addams-like little girl who imagines that her Barbie doll has a baby that soon dies more 

intriguing than less morbid scenarios. 

That said, Dichter was able to elicit rather candid responses from his subjects, in the 

case of the woman who used an interview on home cooking to tear into her nagging 

mother-in-law and her (in her view) spoiled husband, unexpectedly so. Dichter also paid 

more attention to class (as measured both by education and income) and racial/ethnic 

divisions in his research than Daniel Horowitz has implied. To the extent that the nature 

and test market of the product allowed, Dichter would try to include the differing 

responses of minorities, including African Americans, Puerto Ricans, French Canadians 

and the like. He also tried to balance his samples by age and gender, although in the latter 

case, the researcher needs to be ever-mindful of his tendency to classify women into a 

few types based on the polarity of the “new” woman and the traditional homemaker. 

15





A complete list of the proposals and studies has been prepared as an attachment in 

Microsoft Excel. In addition, over 2,400 of the most interesting volumes have been 

cataloged individually in Hagley’s on line public access catalog (OPAC). They can be 

searched by “subject browse” or “keyword” searches for client name, brand name of 

product, type of consumer, or certain abstract categories. A box list can be generated by 

doing a “call number browse” search for “2407 (Box…” “Keyword” searches can be 

used to retrieve individual reports by number. A “keyword search” on “Ernest Dichter 

papers” can be used to retrieve all the reports, which may then be further sorted by date or 

other parameters. A “builder” or Boolean search using “Ernest Dichter” as one of the 

phrases can be used to isolate the reports from a particular office or in specific foreign 

languages. 

16

B-1 1 – 37 

B-2 38C – 54D 

B-3 55 – 64.6A 

B-4 65A – 87 III 

B-5 88A – 100.1F 

B-6 101B – 114.1E 

B-7 115C – 150.1C 

B-8 151C – 180.2E 

B-9 181A – 240E 

B-10 241A – 292C 

B-11 293A – 320E 

B-12 324A – 348.8A 

B-13 349A – 360E 

B-14 361A – 390A 

B-15 391.1A – 420A 

B-16 421A – 453A 

B-17 454A – 480A 

B-18 481A – 496D 

B-19 497A – 529A 

B-20 530C – 552.1A 

B-21 553A – 573.4C 

B-22 573.5C – 593.3B 

B-23 593.3C – 629A 

B-24 629C – 669B 

B-25 669C – 689C 

B-26 690A – 717A 

B-27 717C – 740D 

B-28 741C – 772E 

B-29 777C – 794A 

B-30 794.A.1 – 809A 

B-31 811A – 828.1A 

B-32 828.1C – 848B 

B-33 848D – 854A 

B-34 856A – 863TV 

B-35 864A – 878.4B 

B-36 878.4C – 884B 

B-37 884E – 885.8A 

B-38 885.8E – 896B 

B-39 898C – 915A 




17

B-40 916A-934.4E 

B-41 935E – 949.1A 

B-42 952A – 967B 

B-43 967C – 984.4C 

B-44 984.5B – 999B 

B-45 999C – 1011.1C 

B-46 1011.2C –1030A 

B-47 1030C – 1045.2A 

B-48 1045.2A.1 – 1067A 

B-49 1067C – 1086A 

B-50 1086C – 1113C 

B-51 1114A – 1135F 

B-52 1135.1A – 1170A 

B-53 1171C – 1198C 

B-54 1198C.1 – 1218B 

B-55 1218C – 1245B 

B-56 1245C – 1255.1D 

B-57 1246A – 1279C 

B-58 1280A – 1299C 

B-59 1300A – 1320E 

B-60 1321A – 1352A 

B-61 1352B – 1357C 

B-62 1358A – 1370P.33 

B-63 1370P.34 – 1374E 

B-64 1375E – 1396A 

B-65 1396.1A – 1419A 

B-66 1419B – 1445A 

B-67 1446A – 1479B 

B-68 1479C – 1486.3D 

B-69 1487A – 1511D 

B-70 1512D – 1529A 

B-71 1530A – 1546B.1 

B-72 1546C – 1577C 

B-73 1578B – 1607A 

B-74 1607C – 1637C 

B-75 1638E – 1666.1C 

B-76 1667B – 1696A 

B-77 1696D – 1718E 

B-78 1719A – 1752C 




18

B-79 1752G – 1765C 

B-80 1767A – 1797A 

B-81 1798A – 1830F 

B-82 1831F – 1856A.2 

B-83 1856C – 1876A 

B-84 1877C – 1901C 

B-85 1902A – 1937B.1 

B-86 1937C – 1955C 

B-87 1956E – 1978A 

B-88 1978C – 1994D 

B-89 1995A – 2020A 

B-90 2021A – 2045C 

B-91 2046A – 2065A 

B-92 2066A – 2095A 

B-93 2095C – 2119C 

B-94 2120A – 2150A 

B-95 2151A – 2170A 

B-96 2170C – 2187C 

B-97 2187C addendum – 2209F 

B-98 2210E – 2235C 

B-99 2236C – 2263A 

B-100 2263C – 2287A 

B-101 2288A – 2313C 

B-102 2314A – 2346C 

B-103 2347A – 2367C.2 

B-104 2367C.3 – 2396 

B-105 2396A – 2433F 

B-106 2434A – 2452A 

B-107 2453C – 2467D 

B-108 2468A – 2488A 

B-109 2488C – 2515C 

B-110 2516A – 2539A 

B-111 2539B – 2566A 

B-112 2566C – 2594.1A 

B-113 2594.1C – 2623A 

B-114 2624A – 2660C 

B-115 2661A – 2693C 

B-116 2694F – 2726A 

B-117 2727A – 2763A 




19

B-118 2766A – 2804C 

B-119 2805A – 2823.1C 

B-120 2823.2C – 2857C 

B-121 2858C – 2890C 

B-122 2891C – 2929C 

B-123 2930A – 2937 

B-124 2938A – 2954C 

B-125 2955C – 2964A 

Errata: 

B-125 1116C – Mattel Toys, Inc. 




B-126 2538A-2538C – Public Service Alliance of Canada 

2539C – Motivating the Japanese consumer 

2935A – AT&T – Further telephone study (notes only) 

Notes for Studies & Miscellany: 

B-126 Advancement, Inc. – Depth interview schedule, 1968 

Banking panel, 1971 

CIBA-Geigy Concept Test, 1988 

Fashion panel 

Interview with a hospital purchasing agent, n.d. 

Leisure time panel 

Lifestyles & hobbies – Arizona – Depth interviews, no. 1-60, 1985 

Panel on household products 

Pontiac presentation, 1971 

Proposed happiness center, n.d. 

Ralston Purina study, 1954-1957 

RRollway – Depth interview schedule, 1966 

Indexes to Studies: 

B-126 Numerical indexes, 1937-1989 

B-215 Index cards, A - Co 

B-216 Index cards, Co - Gi 

20

Indexes to Studies: (Cont’d) 

B-217 Index cards, Gl - M 

B-218 Index cards, N - Sh 

B-219 Index cards, Si - Z 




21




Publications 

This series consists of 11 linear feet of Dr. Dichter’s newsletters and published 

articles, plus some of his books. Dichter’s principal published works have been 

transferred to the Imprints Department. Of particular note among the books are four of 

the “Sacha” children’s books that Dichter originally wrote for his grandson Sasha and 

then had published in France. 

During his career, Dr. Dichter published four principal serials to disseminate his ideas. 

The most important was Motivations, begun in 1956. This was the period when Dichter 

was near the height of his influence and his ideas were considered new and exciting. 

Through Motivations, Dichter broadcast some of the ideas and results of his private client 

studies. Motivations is an interesting window into American middle class culture in the 

mid-fifties, and contains a number of photographs of domestic life that show the clutter 

and indifference to style that characterized most homes of that period, in contrast to the 

abundant consumer durables and style-consciousness in dress and belongings that lay 

over the horizon. It is not clear exactly when Dichter ceased publishing Motivations, as 

his surviving file copies end in the middle of 1957. However, some later copies placed 

among Dichter’s file of “Reprints,” indicates that publication continued until at least the 

fall of 1958. 

Dichter began publishing his first newsletter on October 13, 1953. In contrast to 

Motivations, his Memo from the Desk of Dr. Ernest Dichter began as a simple typed 

letter. However, it soon moved to offset printing and acquired illustrations. Memo is 

particularly interesting because it is one of the few places in which Dichter described and 

illustrated the practical workings of his Institute and his research methods. It contains 

photos of tests underway and of the staff at work, even showing off their new IBM punch 

card sorter to prove that their operation is up-to-date. Memo also includes Dichter’s 

musings on current events, reports on his latest studies and doings, and the opening of 

branch offices abroad. 

In its last issue in 1964, Memo reverted to a typed format. The following year, Dichter 

replaced it with Findings, an un-illustrated four-page offset newsletter, which he 

continued for nearly the rest of his active career, ending the run in June 1986. As its title 

indicates, Findings mixes information gleaned from the client studies with observations 

on current events against a constant background of Dichter’s main intellectual themes. 

He also used this newsletter to publicize his own movements and speaking engagements, 

but these is little on the Institute’s inner workings as found in Memo. Findings is 

therefore most useful as a record of the evolution or persistence of basic ideas in 

22



Publications 


Dichter’s thought and of his reactions to the sea changes in American social and political 

life over those two decades. Information relating to subscriptions and billings for 

Findings from the 1970s and 80s may be found in the “Files on Publications” series in 

Subgroup F, Correspondence. 

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-motivation or employee motivation. It reflects the 

growing importance of this sort of work in Dichter’s later career, as opposed to the 

lengthy consumer motivation studies and marketing tips. In 1987, Dichter changed the 

title to Manager/Motivator and probably ceased active involvement. Manager/Motivator 

continued to be issued as “ideas for inspiring people by Dr. Ernest Dichter” well after his 

death, probably by drawing upon or recycling earlier writings. The last known issue is 

No. 614 from 1998. 

The third series of Dr. Dichter’s published writings comprises what he called 

“Reprints.” There were offprints of journal articles or copies and clippings of magazines 

and newspapers. During his practice, Dichter maintained a file of these for sale or 

distribution to clients, of which a maximum of three copies has been retained. Dichter 

published in a very wide variety of venues, from the Harvard Business Review and 

sociological journals, through obscure trade and professional journals, to TV Guide, 

Cosmopolitan, Penthouse, and the National Enquirer. Some articles are derived directly 

from the research studies. The Reprints are arranged according to the original numbers 

assigned to them by Dr. Dichter, although this is not strictly chronological. Some of the 

earliest writings, including an article on commercial psychology that Dichter wrote in 

1937 while still in France, are in the last box of the series. There are several indexes 

created by Dr. Dichter to manage sales of the Reprints, which are placed at the beginning 

of the series. Those individual publications of some length or note have also been 

cataloged as separate items on Hagley’s on line public catalog (OPAC). 

The last series consists of publications that Dr. Dichter collected from a variety of 

outside sources. Most come from his later years and seem to have been collected for 

comparative reference or for potential collaboration and outsourcing of work. 

Presumably, Dichter destroyed similar materials from his earlier years. The most 

interesting pieces are a series of motivational workbooks produced by the Success 

Motivation Institute, Inc., of Waco, Texas, as a step-by-step guide to managerial and 

workplace success and a life planner for the housewife. 

23

SERIES I BOOKS 



Publications 

B-127 Books – Japanese editions 

Diskussions Forum Schöner Wohen, 1968 

“The Doctor in His Office,” GPMagazine, November 1958 

How to Be a Top Manager (Typescript), 1984 

Sacha children’s books: 

Sacha n’a plus peur, 1974 

Sacha oublie et se rappelle, 1974 

Sacha a des emotions, 1974 

Sacha a tous les pouvoirs, 1974 

“Whose Lifestyle is it Anyway,” Psychology & Marketing, 1986 

Publications price list, ca. 1991 

SERIES II NEWSLETTERS 

B-127 Motivations, Vols. 1-2, 1956-1957 

Motivations – Indexes 

(Note: Vol. 3 is filed with the “Reprints.”) 

Memo from the Desk of Dr. Ernest Dichter, Vol. 1, No. 1-No. 45, 1953- 

1964 

Memo – Index 

Findings, No. 1-Vol. 6, No. 10, January 1965-Nov./Dec. 1970 

B-128 Findings, Vol. 7, No. 1-Vol. 44, No. 6, January 1971-July/August 1986 

Findings – Indexes 

B-130 Findings – Index cards 

B-128 The Human Factor, No. 101-281, 1976-1983 

B-129 The Human Factor, No. 282-376, 1983-1987 

Manager/Motivator, No. 377-614, 1986-1998 

The Human Factor – Indexes 

Manager/Motivator – Indexes 

24

SERIES II NEWSLETTERS 



Publications 

B-129 The Economic Press – Miscellaneous pamphlets 

SERIES III REPRINTS 

B-131 Indexes to Reprints 

No. 101 – 261, 1944-1966 

B-132 No. 262 – 324, 1966-1979 

B-133 No. 325 – 375, 1943-1974 

B-134 No. 376 – 443, 1974-1976 

B-135 No. 444 – 513, 1976-1980 

B-136 No. 514 – 594, 1937-1986 

SERIES IV PUBLICATIONS BY OTHERS 

B-137 ARC Research – Mail order gardening study, 1980 

Davidson-Peterson Associates, Inc. – California tourism marketing, 1985 

The Gallup Organization, Inc. – 1980-81 National gardening survey 

Garber, SooHoo & Associates – California tourism marketing plan, 1985 

H. Stern, Jewelers – Brochure, 1986 

Hornsuch – Information – Creativer Leben, 1982 

Journal of Consumer Marketing, Summer, 1985 

Media Dynamics, 1987 

National Family Opinion, Inc., 1980 

NorAm International Corp., ca. 1987 

“The Nose,” 1986 

Science Applications International Corp., Indian Point Energy Center, 

1986 

The Sherman Group, Inc., n.d. 

Small Moon Enterprises, 1987 

Stellenbosch Farmers’ Winery Limited, n.d. 

25



Publications 

SERIES IV PUBLICATIONS BY OTHERS 

B-137 Success Motivation Institute, Inc.: 

“The Dynamics of Motivational Management,” 1969 

“Dynamics of Supervision – Plan of Action,” 1971 

“Family Achievement Planner – Wife’s Plan of Action,” 1970 

26




Speeches, Quizzes & Seminars 

This Subgroup consists of 10 linear feet of Dr. Dichter’s speeches and other 

presentations. It is divided into three Series: Speeches, Tests & Quizzes, and Seminars. 

Dr. Dichter spent a great deal of time as a public speaker presenting his findings and 

ideas in a wide variety of venues. His first preserved speech dates from October 15, 

1943, when he described his method of depth interviews to a meeting of the Market 

Research Council, but his active career as a public lecturer did not begin until 1951. The 

last preserved speech dates from 1987. Dichter kept a stock of his speech texts for sale or 

distribution and numbered them from 601 to 1156. This order has been preserved. 

The speeches follow the trajectory of Dichter’s career and generally reflect the 

findings and ideas one finds in the motivational studies and published writings of a given 

year. During the 1950s and 1960s, when the Institute was at its height, many of the 

speeches are those of Dichter’s vice presidents and other subordinates, including Ernest 

Angel, Irving Gilman, John Kellogg, John Kishler, Tibor Koves, John Rimberg, and 

William Schlackman. In the later years, a high percentage of the speeches were delivered 

in German before European audiences, although English translations are often provided. 

In many cases the speeches exist in several drafts, sometimes with accompanying letters 

and notes. Dichter recycled many of the same ideas and often entire speeches for 

different audiences at different times. There is also some overlap between the speeches 

and the “Reprints,” which is often noted by Dr. Dichter in the front page margins. 

Even before emigrating, Dr. Dichter had written psychological personality tests and 

quizzes for popular magazines, a practice he continued throughout his career. Many were 

for women’s magazines such as Cosmopolitan, Family Circle and Elle, and Dichter’s 

output logically increased in the “Me Decade” of the 1970s. In the 1980s, Dichter began 

numbering his quizzes as a continuation of his “Speeches” series, using Nos. 1157-1170. 

However, the bulk remained organized alphabetically. The earliest quiz dates from 1944 

and the latest from 1985. 

Dr. Dichter also conducted seminars, especially in the later phases of his career. 

Sometimes, as in the seminars for Expressen, a Swedish newspaper, or the “Teller-Seller” 

seminars for motivating bank tellers, they were part of a larger motivational study. 

Others were offered commercially, and still others as university courses. The “Seminars” 

series is somewhat mixed. For some seminars, there are only publicity materials and 

flyers. 

27





For others, such as Dichter’s standard creativity and motivation seminars and his “Top 

Man Tests” for managers, there are elaborate notes and tests for organizing each session. 

For those that were offered as university courses, such as the seminar given at the 

Polytechnic Institute of New York, there are copies of student papers. 

SERIES I SPEECHES 

B-138 Index to speeches 

No. 601 – 768, 1943-1962 

B-139 No. 769 – 881, 1962-1972 

B-140 No. 882 – 1039, 1873-1982 

B-141 No. 1040 – 1156, 1982-1987 

SERIES II TESTS & QUIZZES 

B-142 Numbered tests & quizzes – Index 

Numbered tests & quizzes, No. 1157 – 1170, 1969-1985. 

Alphabetical tests & quizzes – Index 

Absent-minded 

Adaptable – How adaptable are you? 

Adversity 

Alienation book 

Ambitious 

Are you a country or city dweller at heart? 

Are you a fatalist? 

Are you a good decision maker? 

Are you a good parent? 

Are you a gossip? 

Are a hypochondriac? 

Are you a prima donna? 

28




SERIES II TESTS & QUIZZES (cont’d) 

B-142 Are you a sensitive person? 

Are you a snob? 

Are you a stuffed shirt? 

Are you a worrier? 

Are you easily embarrassed? 

Are you inner or outer directed? 

Are you jealous? 

Are you jittery? 

Are you meant to be married? 

Are you willing to take a chance? 

Are you your own ideal? 

Artistic 

Bank psycho quiz 

Can you read facial expressions? 

Can you take criticism? 

Can you take it? 

Color 

Cosmopolitan, 1965-1972 

Christmas quizzes 

Daily living – Are you progressing or stagnating? 

Data – Facts or fictions in the behavioral sciences 

Divorcee 

Do you know how to make up your mind? 

Do you know how to relax? 

Do you live in a dream world? 

Do you love him more than he loves you? 

Do you really live together? 

Do you see the person behind the mask? 

Dream man – How realistic are your expectations about men? 

Fit for marriage 

Goals – Why do people want things? 

Green thumb 

Hats 

Have you a guilt complex? 

Hostility index 

How conscientious are you? 

How creative are you? 

29





B-142 How cynical are you? 

How devoted are you? 

How dominant are you? 

How effective is your man? 

How efficient are you? 

How emotional are you? 

How emotionally mature are you? 

How ethical are you? 

B-143 How frustrated are you? 

How generous are you? 

How good a shopper are you? 

How good are you in an emergency? 

How good is your imagination? 

How good is your memory? 

How good is your sense of direction? 

How good is you sense of humor? 

How great is your fantasy life? 

How grown-up are you? 

How happy are you? 

How high does your fantasy fly? 

How important are your looks to you? 

How logical are you? 

How much chutzpah do you have? 

How much of a showman are you? 

How much of an escapist are you? 

How observant are you? 

How practical are you? 

How prejudiced are you? (Uptight) 

How quickly do you grasp things? 

How romantic are you? 

How self-conscious are you? 

How sentimental are you? 

How sexy are you? 

How sociable are you? 

How suggestible/gullible are you? 

How to behave when you become your boss’s wife 

30





B-143 How to develop insight (Know yourself better) 

How well do you concentrate? 

How well do you know men? 

How well do you know the opposite sex? 

How well do you package yourself? 

How well liked are you? 

Human relations 

Hypochondriac 

Imagination/Personality 

Inhibited? 

Initiative – What is your initiative quotient? 

Inner or outer directed quiz 

Is yours the right job? 

Israel Aliyah – Toys frost 

Legs – What do your legs say about your relationships with men? 

Lipstick 

Manager assessment quiz 

Manual skills 

Marriage counseling – Is your marriage a good one? 

Masculine or feminine? 

Mean streak 

Patience – Are you truly patient? 

Personality in color 

Personality tests, Old 

Presidential quiz – Psychological profile 

Problem solver 

Profile as manager of managers 

Psycho-quiz 

Quiz – Psycho test 

Quiz book 

Sales, Customer – Do you really know your customer? 

Second career 

Smoking – Psycho test 

Social mobility 

Spotting a crack in your marriage 

Stressogram 

Tel-ology 

31





B-143 Test for sociability 

Voters – Campaign ’72 – A depth profile of voter attitudes 

What do your mannerisms mean? 

What does money mean to you? 

What is your best occupation or job? – Where do your talents lie? 

What is your mate quotient? – Roommate game – Are you a good lover? 

What is your psychological age? 

What kind of life style do you want? 

What kind of work do you really like? 

What’s your profile as a boss? 

Who makes up your mind – you or others? 

Woman president 

Work – What kind of work do you really like? 

Work alone or in groups – Do you work best alone or in a group 

SERIES III SEMINARS 

B-144 AATT Seminar, 1974 

ACT Management Conference, 1975 

California tourism – Long Island University, 1986 

Consumer psychology – Young & Rubicam list 

Creativity (Lessons 1-6 are missing) 

Creativity – Germany 

Creativity – Mercy College, 1977 

Dr. Hans Morawa, 1984 (English & German versions) 

Ego – Static inventory 

Ego – What would you do? 

Environment: 

Problem diary 

Creative filing 

Mood barometer 

Worry reducer 

Everyday creativity 

32

SERIES III SEMINARS (cont’d) 




B-145 Expressen – Stockholm, 1969-1970 

Fashion 

Girl Scouts 

Households – Meeting in Vienna, 1961 

Hudson Institute, 1976 

Inhaltsverzeichnis, 1970 

Irmtraud Nagel 

Management rules don’t work – University of Maine, 1977 

Management training – Kursus, 1968 

Marketing course, MG 851, 1981 

Manual for task force leaders – F.N.M.A., 1975 

Modern management methods 

Motivation seminar 

Motivation seminar – Submission to Miles Laboratories, Inc., 1969 

New School for Social Research, 1979 

Nova University – Futurology 

Polytechnic Institute of New York, 1981 (includes term papers) 

B-146 Psychometric advertising and package testing 

Seminar on urban renewal 

Sperry seminar (German) 

Strategy research 

Synectics 

Telephone use seminar 

Teller-Seller 

Tengelmann – Denk seminar (Thinking seminar), 1968 

Tengelmann three-day seminar, 1969 

Test book – Vol. 2 

Textile seminar, 1974 

Thinking – Creativity 

Thinking (English) 

33

SERIES III SEMINARS (cont’d) 




B-147 Thinking (German) 

Thinking II – Glassine sheets 

Thinking – Imagination 

Thinking – Ten propaganda techniques 

Top man tests 

Vienna seminars 

34




Publicity 

This Subgroup consists of 4.5 linear feet of Dr. Dichter’s press releases and a file of 

articles and clippings which he designated as “Publicity.” There is some overlap with the 

“Reprints” series of publications, but these articles for the most part publicize Dr. 

Dichter, the man and his work, rather than being formal statements of his findings and 

ideas. The two series thus document how Dichter sought to promote himself and his 

thought, and how and how much of himself he revealed to the general public at different 

times. Dichter’s own formal press releases date from the 1940s through 1964. A lone 

survivor from 1975 indicates that he continued this process, but the post-1964 releases 

have been lost. The “Publicity” files are primarily from the 1960s and 1970s, a period in 

which Dichter was obliged to change with the times. A substantial portion of the 

“Publicity” files are in German, with smaller quantities in French and Spanish. The file 

on Russian publications contains a tamed-down English translation of a Soviet 

denunciation of Dichter published in Noyoye Vremya (New Times). 

35

SERIES I PRESS RELEASES 



Publicity 

B-148 Press releases -- Index 

Press releases – No. 1-146, 1948-1964, 1975 

SERIES II PUBLICITY 

B-148 Abasatzwirtschaft – German publicity, 1961-1968 

Adetem – World customer (French), 1963 

Argentine publications – Spanish, German, 1959-1969 

Articles, 1962-1967 

Athens – H. C. Vellis (English), 1978 

Aufbau – German publicity, 1970 

Austrian information (English), 1977 

Autobiography (English, German), 1971-1977 

Background – Institute and E. Dichter, n.d. 

Bangkok World 

Beer (German), 1954-1963 

Bibliography, n.d. 

Book reviews, 1972 

Booklet – Motivations, n.d. 

Books and courses, n.d. 

Bouche à L’Oreille, n.d. 

Brazilian publications 

British publications, 1960-1971 

Brūckenbauer, 1977 

“Business Mirror,” 1971 

C&A – Children’s fashion test (German), 1970-1973 

C&A – Costa Esmeralda, 1967-1969 

Cahiers de la Publicité, 1964 

Canadian publication, 1960-1969 

Capital – “Ich bin eine backpflaume,” 1969 

Cégos (French), 1956 

Color TV (German), 1966 

“Come Freud lava piú bianco,” 1977 

“Communicating the value of comprehensive pharmaceutical services” 

Construction -- Katonah 

“Der Mensch und sein Arbeitsplatz,” 1970 

36

SERIES II PUBLICITY (cont’d) 



Publicity 

B-148 “Der Nackte Manager” 

“The Diabolical Dr. Dichter” 

Dichter – Career articles, 1966-1982 

B-149 Dichter U. Seine Motiforschung handesblatt, 1961 

“Die Kultur des Kalenders,” 1983 

Die memoiren eines merkwürdigen Wieners, 1977 

Die Welt – German publicity, 1970 

Doctors/Patients (German), 1960 

“Dr. Dichter knows almost everything,” Boston Globe, 1970 

Dutch publications, 1967 

E. Dichter biography – Short version, n.d. 

E. Dichter International – Biography (German), n.d. 

E. Dichter mixed biography, 1970-1972 

E. Dichter personal history (Spanish), 1959 

E. Dichter speeches and personal writings (all languages), 1958-1977 

Effective fundraising, 1975 

Epoca – The Austrian revolution, 1966 

Erinnerungen eines “geheimen Verführers,” n.d. 

Europe – General information, 1962 

European unification (German), 1960-1962 

Fabric Forecast (England), 1969 

Follow-up publicity (English, German) 

Foreign agreement, n.d. 

Foreign newsletter (English), 1961 

Foreign publicity (German, Italian), 1977 

Forschungsinstitut für Absatz und Handel, 1972 

Forties and fifties publicity 

Frankfurter Allgemeine – Blick durch die wirtschaft, 1958-1969 

“Frauen und jugendliche politisch aktivieren,” 1969 

French press cuttings 

German publicity, 1971-1973 

Germany – General publicity, 1970 

Germany – Movie publicity, 1970 

Getting Motivated, by Ernest Dichter, n.d. 

God spleen … (Dutch), 1978 

Graphik – German publicity, 1965-1966, 1977 

37




Publicity 

B-149 Handbook (German), 1965 

Hats (English, French), 1966 

Hommes et Techniques, 1957-1958 

Honored – City of Vienna, 1974 

“How’s your adaptability?” (Success), 1977 

Hungarian publications, 1964 

Il Giornale, 1977 

Illustrative material for books 

Indian publications, 1967 

Institute for Motivational Research 

Institute for Motivational Research brochure, n.d. 

Institute for Motivational Research bulletins 

Interviews with Ernest Dichter (English, French, German), 1961-1966 

Israel (English, Hebrew), 1962-1972 

Israeli press cuttings (Hebrew), 1962 

Italian government – Election of 1963 

Italian publications, 1961-1968 

B-150 Italy – P – Pubblicita e Vendita, vol. 1, no. 1, 1962 

Italy – Ricerche Motivazionali, 1964 

Japanese publications, 1964-1965 

Journal de la Publicité, 1953 

Kosmetik-Tage Karlsruhe, 1973 

Kosmetik und Konsument, 1971 

Küchenmöbel, n.d. 

La Stampa Periodica Italiana, 1961 

Latin American publications, 1961 

“Le Marketing Remonte aux Sources,” 1970 

Leisure (German), 1963 

L’Express (French), 1968 

London – Miscellaneous clippings, 1966 

Manager Magazin (German), 1977 

“Manager sind wie Gärtner,” 1970 

Map – Europe, 1943 

Marketing, 1955-1975 

“Marketing 1980” (German), 1977 

Marketing & advertising (English, German), 1961-1967 

38




Publicity 

B-150 Media research (German), n.d. 

“Mehr gewicht auf individualitat,” n.d. 

“Mehr spaß in Büro,” 1971 

Mexican publications, 1964 

Miscellaneous (all languages) 

Miscellaneous German publications, 1961-1970 

Miscellaneous pictures 

Miscellaneous products (German), 1960-1965 

Modernes Wohnen, 1969 

Motivação em Pesquisa e Propaganda 

Motivational research (English, German), 1958-1977 

“Motive Interpreter,” 1977 

Motor Trade Executive, 1967 

N.W. Magazine (German), 1972 

Netherlands Antilles publications (Dutch), 1964 

“The New World of Advertising,” n.d 

Newspaper cuttings – Miscellaneous 

Newspapers – Strike, etc. (German), 1964 

Öffentlichkeit auf Deutsch, 1971-1979 

B-151 Parat – German publicity, 1965 

Paris-Match, 1963 

Personal fun work, 1972 

Personal history – Maine voter study, 1949 

Personal selling, 1974 

Plus – German publicity, 1979 

Press clippings – Foreign, 1971 

Press cuttings – English, 1940-1977 

Presse Actualites – Interview with Ernest Dichter, 1966 

Problemes Africains (Seminar held in Vienna), 1967 

Profil magazine – Profile of the Institute in Frankfurt and Zürich, 1976 

“Psychologie der Verpackung,” 1972 

Publications for Ernest Dichter articles, 1975 

Publicity (English, French, German), 1953-1982 

Publicis (French) 

Puerto Rican publications, 1953 

Recent speeches by Ernest Dichter 

39




Publicity 

B-151 Resumés & biographies (English, German, Spanish) 

Revue der Reclame (Netherlands), 1966 

Russian articles, 1965-1966 (includes Soviet criticism of Dichter) 

Sales – Psychological (German), 1982 

Salesmen training/selling (German), 1965-1966 

Shoe Talk – Personality of the month (South Africa), 1967 

Sin and fun (German), 1983 

Smits (Dutch), 1967 

Solidarität, 1970 

South Africa – Newscheck, 1963 

South African publications, 1961-1967 

Spanish publications, 1963-1969 

Speigel – German publicity, 1968 

Stimulus – “How to capitalize on word-of-mouth advertising,” 1967 

Strategie im reich der wünsche, 1961 

The Strategy of Desire (English & German), 1958-1963 

Studi I Ricerche, 1961 

Stuttgarter Zeitung, 1971 

Svoboda & Co. (German), 1970 

Sweden, 1964-1969 

Switzerland – Motivation research, 1966 

Tages Anzeiger, 1977 

Textil-Forum – German publicity, 1963 

B-152 Textil-Wirtschaft – German publicity, 1967-1968 

Troost – German publicity, 1962 

“Two Decades of Motivational Research” 

U.S. publicity, 1970-1979 

Überzeugen – Nicht Verführen, 1972-1973 

Up to Date – German publicity, 1969 

Venezuela 

“The Verbal Illusion” (English, German), 1960-1971 

Warum Eigentlich Nicht? 

Warum magazine (German), 1976 

“Werben und Verkaufen” – German publicity, 1963-1972, 1977 

Werbe-Rundschau – German publicity, 1967 

“What’s Your Emotional Age?” 1973 

40




Publicity 

B-152 “Why Not?” (German), 1977 

Wie konnen wir Produkte für die Zukunft finden, 1977 

Wien Aktuell, 1973 

Wirtschafts Woche, 1976-1977 

Zehn neue Leitgedanken in der Mediaforschung, n.d. 

41




Writings & Drafts 

This series consists of 25 linear feet of Dr. Dichter‟s rough writings and drafts, part of 

which were originally kept in a series of three-ring binders. There is some overlap with 

other series of Dr. Dichter‟s writings. Dichter kept multiple drafts of his various works, 

often with different annotations. He also recycled parts of one work into another and kept 

drafts of each of the stages of evolution of his books, often under different working titles. 

Other drafts were simply fragments without precise title information. As a consequence, 

all of the drafts that could not be identified as obvious exact copies have been preserved 

and arranged alphabetically. The series documents how Dichter refined his presentations 

and how he reused particular insights and illustrative examples in multiple works. 

Of greater interest are Dichter‟s autobiographical writings in English and German. 

There is also a typed diary from the years 1942 to 1944 which provides the only available 

window into Dichter‟s private thoughts during his first years in America, when his career 

was still in flux and he sought to establish himself in New York. 

Dichter‟s “Subject Files” consist of samples of Dichter‟s writings and notes arranged 

by subject rather than chronologically or by project or client. This file presumably 

allowed Dichter and the Institute‟s staff to access quickly all of Dichter‟s more important 

thoughts on a particular topic. Speeches, drafts, and proposals for studies are all doublefiled 

as part of the “Subject Files.” As might be expected, the “Subject Files” cover the 

heyday of the Institute from 1943 to the mid 1970s and contain some of Dichter‟s best 

early writings. The text of a telephone interview with the Wall Street Journal in the 

wake of the Robert Kennedy assassination captures Dichter‟s reactions, not only to the 

assassinations, but also the student upheavals of 1968, and shows him having second 

thoughts about his earlier pronouncements about violence on television. Files from the 

1970s show an early interest in solar energy, both from the purely technical side and in 

visionaries like Paolo Soleri and his Arcosanti community. 

42




SERIES I DRAFTS OF WRITINGS 

B-153 “A Conversation with Dr. Ernest Dichter,” 1970 

“Application of Psychological Techniques to Current Problems” 

“Applications of Motivational Research,” (Parts II & III) 

“The Art of Asking Why?” 

“Better than Valium” (German) 

Book outlines 

“Boredom in Paradise” 

Cassette and correspondence course on creativity,” 1975 

“Changing Human Nature” 

Clippings – Babies and parents, 1969-1970 

Clippings and notes, 1971 

B-154 Course in modern psychology as applied to communication & 

journalism 

Creativity workbook 

“Das Auto im emotionalen und politischen Umfeld” 

“Das grosse Buch de Motive” 

“Das Image der verpackung” 

“Dichter on Consumer Motivations” 

“Dichter on Motivations” 

B-155 “Die kreative kommunikationslucke muss geschlossen warden!” 

“Die suche nach dem verborgenen Gold am Markt.” 

“Digging for Market Gold,” 1987 

Draft fragments – English 

Draft fragments – German 

Drafts – Miscellaneous – English 

Drafts – Miscellaneous – German 

Drafts – Unidentified – German 

Elsevier book 

“Entscheiden sie mit dem Kopf oder mit dem Herzen?” 

“The Excuse Eliminator” 

“Finding Out Why?” (originally Dichter on Motivations) 

“From Supermarket to Human Market” 

Futurology notes from Mercy College lecture, 1976 

“Going for Hidden Gold in the Market Place” 

43




SERIES I DRAFTS OF WRITINGS (cont’d) 

B-156 “Going for Hidden Gold in the Market Place” 

“How Good a Manager are You?” (English, German) 

“How Hot a Manager are You?” 

“How to be a Top Manager” 

“How to be Successful in a New Career” 

“How to Gain Insight into Yourself” – Quiz book vol. 2 

“How to Make Love and Money in a Waterbed Economy” 

B-157 Human Factor 

“Hunting for Motivations” 

“In Search of Motivations” 

B-158 “Interpretive versus Descriptive Research,” 1976 

“Knowing the Real Why Leads to Knowing How 

“Le Marketing Mis a Nu” 

“Max the Mind Detector” 

Modern Industrie (German) – Rough draft 

“Money Therapy” 

“The Most Effective Advertising and Motivational Appeals” 

“Motivations?” 

“Motivating Human Behavior” 

“Motivating your Patients and Yourself” 

“Motivational Research and the Pursuit of Life Goals,” 1959 

“Motivations in Consumer Behavior” – Old copy 

“Motivations in Human Behavior: An Introduction to Qualitative 

Research” 

B-159 “The Naked Manager” (English and German) 

“Neus Denken bringt neue Markte” 

“The New Way to Sell” 

“The New World of Packaging,” 1975 

“The Newspaper of Today and Tomorrow” 

“Non-Future Shock” – Progress reports 1-4, 1971-1972 

“Packaging” 

Programmed learning course for “Total” pompistes (English and 

French) 

“Professional Polygamy” 

44




SERIES I DRAFTS OF WRITINGS (cont’d) 

B-160 “The Road to Decisions” – Part one 

“Second Career” – Notes 

“So Führensie ihr Unternehmen zu Spitzenleistungen” 

(includes Dr. Dichter‟s partial English translation) 

“Some Concepts of Motivation” 

“Specific Techniques of Interpretive Research” 

“Stress” 

“Stressogram and Blessogram” 

“The Why Not? Management Principle” 

“Unification of Europe” (Disease of Nationalism) 

“Vacation from Yourself” 

B-161 “Vacation from Yourself” 

“Warum denn Eigentlich Nicht” (Management) 

“Warum warten auf das Jahr 2000?” 

“What‟s in an Image,” 1983 

“Why Moses Flopped” 

“Wie Ich wirklich bin – Wie Ich sein Wollte” 

“Wie Man das Markt „Gold‟ findet” 

“The World of Tomorrow is up to You” 

SERIES II AUTOBIOGRAPHICAL WRITINGS 

B-161 Autobiography (German) 

“Autobiography of a Hidden Persuader” (English) 

Biographical sketches (English, French, German, Spanish) 

Diary, 1942-1944 

SERIES III SUBJECT FILES 

B-162 Ad. - Creating an “Even Geniuses Need the Facts” Speech – 

Association of National Advertisers – January 1969 

Ad Quiz, Nova, 1965 

Ad Regulations (Government), n.d., 1977 

45




SERIES III SUBJECT FILES (cont’d) 

B-162 Ad Testing : 

Five Point Test Helps You Check How Well Your Ads Are 

Working – Food Business, August 1954 

Ads, Various, 1971 

Advertisers: 

Are Advertisers Losing Out on Sex Appeal?, n.d., 1969 

IG – Advertisers Have an Obligation to Help the Consumer 

Decide, January 30, 1956 

Advertising, n.d. 

Advertising: 

Ad Behind the Ad (Advertising Club, Los Angeles), 

February 1954 

Ad Behind the Ad (Notes on St. Louis Speech), May 1954 

Ad Quiz, n.d., September, 1946 

Advertising of the Future – Zurich Speech – Gisler & Gisler, 

June 5, 1973 

Beauty May Be a Beast to Sales, October 1953 

A Credo for Modern Research and Advertising – Advertising 

Federation of America, Miami Beach, June 11, 1957 

Do Your Ads Really Carry Your Message, n.d. 

Dr. E. Dichter and the Ad Game, n.d. 

Enjoyable Advertising Sells Best, 1971 

Eulen Nach Athen Tragen (Carrying Coal to NewCastle) 

Marktwirtschaft, 1969 

Five Real Reasons for Client-Agency Changes (Reprinted from Art 

in Advertising) September 1954 

How Word of Mouth Advertising Works – Harvard Business 

Review, Boston, November 1966 

Human Motivations in Relation to Advertising Themes, June 11, 

1951 

Is Your Advertising Talking Yesterday‟s Language, March 1953 

Is Your Advertising Working For You?, n.d. 

Luncheon Address – Continental Advertising Agency Network 

Conference, Toronto, May 1954 

Mass Motivations and Advertising, November 1953 

Miscellaneous Clippings, Publicity, etc., 1964-1970 

More Humor in Advertising, n.d. 

46





B-162 Advertising: 

New Ads Sell Old Brews (Piels, Pabst, Goetz) Tide Magazine, 

August 10, 1955 

The Newspaper as Advertisement in the Future: Salenger 

Nachrichten, n.d. 

Notes from Lecture to Advertising Club, Chicago, n.d. 

Personality Plus – The Key to Successful Beer Advertising, 

Brewers Digest, March 1955 

Publicity – Business Management – Articles-Sales Incentives, 

August 1965, June 1968, September 1968 

Remarks by JK “Mass Motivation Research in the Forward Look”, 

October 14, 1955 

Realism before Glamour in Advertising – Dichter, November 20, 

1964 

Six Reasons Why Your Award Winning Ad May Not Sell, 1972 

Speech – Advertising Age Creative Workshop “Creativity Based on 

Facts” July 21, 1966 

Speech - Ohio Valley Industrial Advertising, April 28, 1955 

3 Ways to Produce Understanding Advertising – Adv. Agency & 

Adv. & Selling, February 1954 

12 Principles to Improve Advertising – Speech SIB Seminar in 

Germany, June 9, 1970 

To Influence People-Know Them, 1950 

Twelve Common Pitfalls (Lecture – Chicago Tribune) 

November 1950 

Using Animals Instead of Girls Half Clad, July 14, 1971 

What Makes Advertising Effective to the Reader, n.d. 

Why Accounts Leave Home, Advertising Agency Magazine, 

November 1954 

Why Don‟t You Use Psychology, n.d. 

Advertising (International) – Awakening of Desires-The Major Job 

of….. (Special Supplement Herald Tribune) June 27, 1967 

Advertising, Outdoor – How to Increase Outdoor Advertising, October 

1969 

Advertising, Truth in – An Exciting New Approach – Speech, Ad 

Institute – Back to Basics, April 19, 1973 

Advertising Agencies, n.d., 1955-1967 

47





B-162 Advertising Bans – e.g. Cigarettes, n.d. 

Advertising Media: 

Depth of Media Penetration, n.d. 

Ten New Concepts in Media Research, prepared for MediaScope 

from Talk before Media Research Directors‟ Association, 1959 

Aging: 

How Well Do You Know Older People, n.d. 

Woman of Anonymous Age, 1972 

The AHA! Experience, n.d. 

Air Conditioning – York Air Conditioning, May 16, 1967 

Air Lines – Release re: Japan Air Lines, n.d. 

American – What is an American?, n.d. 

American Way, September 1970 

American Foreign Policy: 

Changing America‟s Image Abroad, Overseas Press Club, October 

16, 1957 [file 1] 

Why do They Hate Us, draft to New York Times, May 15, 1958 

[file 2] 

A Goal for American Foreign Policy as Seen by a Psychologist, 

E.D., May 13, 1958 [file 3] 

The Psychology of International Marketing, E.D. Press Luncheon, 

21 Club, New York City, December 11, 1958 [file 4] 

Khrushchev Visit: The Role of Social Research, Prod. (Political 

Research: Organization & Design), September 1959 [file 5] 

America‟s Image in Today‟s World – National Military – 

Industrial Conference, April 27, 1960 [file 6] 

Appearance – Seven Vital Things About Your Appearance, n.d. 

Appliances, Household: 

Homemaking & Appliances, 1945 [file 1] 

Electrical Appliances Release – National Electrical Manufacturers 

Association, November 1955 [file 2] 

How to Sell to the Modern Housewife – Wagner Manufacturing 

Company, January 17, 1958 [file 3] 

A.R.F., September 1983 

Art Instruction Inc., n.d., 1953 

Atomic Energy, n.d., 1945-1947 

Australia – Australia and Advertising, 1961 

48





B-162 Australian Tourism, September 22, 1984 

Austria – Initiative, Public, 1985 

Austrian Shepherd‟s Shirt, n.d. 

Automobile: 

Buying it (“Confidential”), October 2, 1958 

Buying Trends in the Automobile Field, January 1968 

The Car – Friend or Foe?, 1966 

How to Attract More Customers to the Auto Laboratory, October 

1969 

Marketing a New Motor Coach, March 1972 

Volkswagen, 1961, 1972 

What Different Types of Buyers Buy Different Types of Cars, 

December 3, 1956 

What the Car Means to Young People, n.d. 

Automobile, Foreign – Psychology of the Small Foreign Car, 1960 

Automobile Supplies – What Can Motivational Research do For the 

Manufacturing of Automotive Chemical Specialties?, December 9, 

1958 

Aviation: 

Air France – Report on Flight #070, n.d. 

Notes on a 747 Flight, n.d. 

Thinking About Learning to Fly?, March 18, 1968 

Up, Up & Away, 1968 

Aviation, Flying – How to Fly, n.d., 1970 

Aviation, Planes – In-Flight Entertainment, 1965 

Aviation, Safety – The Common Man – Up in Air, 1953 

Babies, n.d., 1956 

Babies – Keeping Up With Baby (Scenarios for Nova University), 

1973 

Baking: 

Money Motivations in an Affluent Society (for Floss/Muthesius 

Book, Germany) March 1971 

Put the Emotions Back Into Baked Products, n.d., 1955 

Bank Panel (Promotion of), 1971 

Banks, n.d., 1971 

49





B-162 Banks: 

Bank of the Future, October 5, 1970 

Bank Presentation (for CBT. Also information of Banking Panel), 

September 11, 1973 

Bankers Trust Company (Preliminary Findings), n.d. 

Clearing House (Burroughs) – U.S.- New Tool for Banks: 

Motivation Research, December 1957 

Fair Play Principle, n.d. 

General, n.d., 1957-1968 

Manufacturers Hanover Trust, October 1971 

Misc. Clippings, Publicity, etc., 1972 

Money is Merchandise – Speech before New York Financial 

Association, November 1953 

Money Motivations in Affluent Society, n.d. 

Motivational Bank Marketing, n.d. 

The New Bank Customer, n.d. 

Psycho-Quiz – How Well Do You Know Your Customers? (for 

Weigl & Co., n.d. 

B-163 Successful Banking in the 1970s, May 1970 

The Teller is the Seller, n.d. 

Teller-Seller – Ideas on Modern Banking, n.d. 

Baseball, misc., n.d., 1971 

Bathing – Miscellaneous Ideas, Clipping, etc., 1972 

Beauty Parlor Training, n.d., 1973 

Beauty Parlors (Hair &) – misc., in German, n.d. 

Beef, n.d., 1976 

Beer, 1976 

Beer (German), n.d., 1954-1967 

Beer – Publicity, n.d. 

Beer – Wort, 1971, 1974 

Behavioral Science, 1965-1967 

Behavioral Science: 

How to Change Attitudes, Public Relations Journal, August 1967 

The Strategy of Human Motivation, Public Relations Journal, 

October 1967 

It Ain‟t Necessarily So, Public Relations Journal, 1957 

50





B-163 Behind The Trends – E. Dichter, n.d., 1950 

Beneficial Finance Company, 1967 

Better Citizenship Bureau, n.d., 1950 

Bicentennial, n.d., 1973 

Bicentennial – How to Prepare for 1976 – 200 th Anniversary, Avant 

Garde, March 1969 

Bicycles, 1971 

Biofeedback, n.d. 

Birth Control, 1969 

Blick Burch Die Wirtschft – Dichter Was Here (article - personal 

history), February 25, 1972 

Bleach – Purex Liquid, n.d., 1957 

Bleach – The Clorox Name & Trademark, March 1972 

Blood – “Blut Spenden oder Blut Leihen?” (Giving Blood or Lending 

Blood?) – Medical Tribune – Germany, June 1972 

Blood Donor, 1967, 1970 

Blunders – How Not to Correct Mistakes, n.d. 

Boats – Why do They Buy Boats (by E.D.) The Boating Industry, 

January 15, 1956 

Body – A Psychologist Looks at Your Body, n.d. 

Bonds – Why People Buy Bonds (transcript of Remarks to Treasurers 

Group), November 25, 1980 

Books: 

The Future Book, n.d. 

Mystic Bay Books, n.d., 1984 

Boredom, n.d., 1971 

Boredom, 1974 

Boss – Being your Own Boss, n.d. 

Bourbon Institute, 1958, 1971 

Bowling, 1962 

Brand Loyalty: 

Eight Ways to Promote Brand Loyalty, February 1954 

Jolly Green Giant (after), n.d. 

Popular Brands Now Mean Chain Brands, n.d. 

Brand Preference – Consumer Preference, n.d. 

Bread – What‟s Wrong with Bread Advertising? (Baking Industry) 

August 25, 1956 

51





B-163 Breasts – Why Men Like, Love, and Fondle Breasts (see Cosmopolitan 

Magazine), n.d. 

Breasts – Why Men Like Breasts, n.d., 1968, 1973 

Brochures – Ernest Dichter Associates brochures, n.d. 

Brochures – old Institute for Motivational Research brochures & 

clients, n.d., 1958 

Building Materials – Lecture, Annual Conference (Red Cedar Shingle 

Bureau), December 1954 

Bureaucracy – The Pathology of a Bureaucracy, n.d. 

Business Abroad, n.d., 1966 

Business Management, 1970 

Butter – American Butter Institute (Problems Confronting Industry), 


Buyer Psychology – Psychology of Store Buyers (Psychologische 

Brucken und Barrieren des Einkaufers), May 1968 

Buying: 

Are You Buying Names or Quality?, n.d. 

Buying is an Expression of Creativeness, n.d. 

Do You Really Know Your Customers, n.d., 1948 

How the Shopper is Motivated (Dry Goods), January 12, 1955 

Motives Underlying the Buying Act (Holland and England), 

October 1953 

Notes on Buying Motivations of Today‟s Women (interview 

Fortune Magazine) June 1956 

Psychodramatic Research Project on Commodities as Inter-social 

Media, 1944, 1956 

Purchases & the Real Motivations (Speech, Paris), 1953 

Real Reasons Why People Buy, February 1, 1955 

The Customer is Under the Microscope, n.d. 

The Do it Yourself Nader, n.d. 

The Myth of the Bargain Hunter (Supermarket News) February 

1953 

The Needs of Ten Buyer Types, E.D. (American Salesman) 

November 1958 

The Point of Point of Purchase – reprint Food Marketing, May- 

June 1954 

The Psychology of Buying, n.d. 

52





B-163 Buying: 

Understanding the Purchase Motivation (American Marketing 

Association), January 1954 

What Can Make Canadians Buy in 1957? Irving Gilman, 

Advertising & Sales Executive Club of Montreal, February 26, 

1957 

What Can Make People Buy in 1957?, article, Sales Management, 

November 10, 1956 

What Makes the Lady Buy – Hosiery Forum – Hosiery 

Merchandising Magazine, January 1952 

What Makes Them Buy? – Sponsor – from Handbook, Consumer 

Motivations, August 24, 1964 

Why People Buy, n.d. 

Why People Really Buy Goods, 1948 

Why The Consumer Buys (speech by Irving Gilman) New York 

City League of Advertising Agencies, February 1955 

Why You Buy, Enquirer, 1967, 1981 

Why You Buy, Family Circle, September 1967 

Buying (Important) – Frankfurter Zeitung, November 3, 1975 

Buying, Suburban – Suburban Buying, June 1957 

Campaign Insight, n.d., May 1972 

B-164 Canada, Tourism – How to Win Over American Tourists to A Holiday 

in Canada – The Globe and Mail, May 13, 1972 

Canada Study, n.d. 

Candidates – How People Really Feel About the Candidate – an 

Emotional Barometer, n.d. 

Candy: 

Candy Industry, n.d. 

Consumer Attitudes Towards, 1960 

Candy Marketer, July 1965 

Misc., 1970 

Proposal for Cadbury, Ltd., Confectionary Group, October 1973 

Publicity, 1954 

The Stepchild of the Pleasure Society, June 23, 1972 

X-Raying the Candy Customer, April 29, 1965 

Candy Industry, 1965 

53





B-164 Canning – The Changing Psychology of Canning at Home, November 

18, 1965 

Capitol Concepts – Capitol Concepts: article for Industrial 

Distribution, n.d., 1966 

Car Buyers – Typology of 0 Kenyon & Eckhardt Inc. Ad Agency, 

February 20, 1967 

Car Buying: 

The Motivations of, National Enquirer, n.d. 

Your Car – As Others See It, National Enquirer, n.d. 

The Psychology of Buying a Car, Weekend Telegraph London, 

October 1966 

Car Owners – Inside a Customer‟s Head, Motor Trade Executive 

London, March 1967 

Car Psych, n.d., 1968 

Career – The Second Career, n.d. 

Carpet Sweepers: Housecleaning & Carpet Sweepers – Guide to 

Selling more Carpet Sweepers, n.d. 

Cars, n.d., 1973 

Cars: 

Attitudes of Jews in England re Volkswagen, October 1973 

Case Study – The Future of the Car (Florida Atlantic U.), n.d. 

How to Train Better Car Salesmen, December 7, 1971 

Miscellaneous Clippings, Publicity, n.d., 1964, 1971 

Palladino, n.d., 1978 

Psychology of the Small Foreign Car, April 18, 1960 

The Car – Your Friend or Foe? Weekend Telegraph London, 1966 

Was Das Auto Fur Jung Menschen Bedeutet (What the Car Means 

to Young People) – not published, August, 1968 

Wird Das Leben in Auatoabschnitten Gelebt? December 1967 

Cartoons, n.d. 

Case Histories – Case Histories in the Study of Motivation 

(A.A.A.A.), April 20, 1951 

Catalan Language – memo on, n.d. 

CBS (interview), n.d. 

Celery – after, n.d. 

Cereal – Kelloggs‟ Corn Flakes, n,d., 1967 

Change, Psychology of (misc.), 1972 

54





B-164 Chemicals – Vick Chemical Company, n.d. 

Chewing Gum – Wrigley, 1971 

Chicken – Needed: The Mod Chicken, n.d., 1968 

Children – How to Help your Child Face Life, PTA Chicago, n.d. 

Chips, n.d. 

Christmas Cards – Greet Card Association study, June 1959 

Christmas Club, September 1968 

Christmas Club Members – Triggers, Trends & Typologies, April 

1968 

Chymoral – Armour Pharmaceutical, 1970 

Cigarettes: 

Article by E.D. – The Current Climate of Cigarette Advertising – 

Smoking, n.d. 

Brands, July 1956 

Philip Morris, n.d., 1953-1956 

Cigars, 1968 

City, n.d., 1977 

Cleaning – The Psychology of Cleaning, April 1957 

Client Recommendation – Why do Clients Recommend You?, n.d. 

Closet – My Enemy the Closet, n.d. 

Clothing: 

Are You Really a Smart Dresser, n.d. 

Article on Fashions, n.d. 

Chuse Thy Clothes by Thine Own Eyes, Not Another‟s, n.d. 

Clothing and the Youth Market, 1966 

Do Your Clothes Fit Your Personality, .d. 

Fashion Panel Prospectus, n.d. 

Fashion Panel Prospectus – Misc., Pictures, Clippings, Articles on 

Fashion, n.d., 1971 

From Dress to Undress and Camouflage – Nino GmbH & Co., 

1968 

Jacket, Shirt & Tie, 1978 

The Late Tape, May 1971 

Leisure (in German), 1969 

Let‟s Find Out Why Men Buy – Apparel Arts, 1956 

Men‟s Formal Wear in a Rapidly Changing Society, March 1972 

Men‟s Suits, March 1971 

55





B-164 Clothing: 

Observer: Planning Troubles for Men‟s Feet, June 9, 1970 

The Psychology of Clothing, n.d. 

Psychology of Clothing – Misc., 1972 

Soxology, etc., n.d., 1970 

Tear the Grey Cloak (Summary of remarks at National Association 

of Wool Manufacturers), May 1956 

Threadbare Future?, June 17, 1971 

Uniformity Pays off For Career Clothing, July 24, 1971 

Will Real Dictators of Women‟s Fashions Please Stand?, May 

1971 

Clothing, Mens: 

King-Size, December 1971 

Men‟s Wear, May 1966 

Clothing, Shirts – Introduction of Tervilor Shirts into the French 

Market, n.d. 

Coal – Carrying Coal to New Castle, n.d. 

Coffee: 

15 Various Methods of Preparing Coffee, n.d. 

Before and After, December 1956 

The Conflict of Iced Coffee, Coffee and Tea Industries, n.d. 

Pan American Coffee, n.d. 

see Taucher [Veronica Kettunnen, Manios Taucher], 1972 

College – Small College Proposal, 1974 

Colleges, 1960 

Color: 

Can Color Stimulate Sales, November 1962 

Color: Symbolic Definition of Your Product (Bill Schlackman, 

Newspaper ROP Color Conference), September 15, 1958 

How to Sell Through Color (E.D. Sponsor Magazine). N.d. 

What the Right Use of Color Can Do in Building More Sales – 

reprint from Tide, March 27, 1954 

Communication: 

Can Communications Change Human Nature (International 

Council of Industrial Editors), n.d. 

56





B-164 Communication: 

Changing Human Nature through New Forms of Communication, 


Communicating Internationally, n.d. 

Course in Modern Psychology as Applied to Communications, n.d. 

Die Kreative Kommunicationsluecke Muss Geschlossen Werden, 

n.d. 

How to Communicate Effectively (Minneapolis Ad Club) April 10, 

1958 

How to Communicate with Youth, n.d., 1969 

Human Relations & Motivations, March 1970 

Marketing – Ten Major Revolutions in Marketing and Advertising, 

1966 

New Visual Forms of Communication, n.d. 

Psychological Principles of Visual Communications, November 

15, 1971 

B-165 Public Relations & Mass Motivations (Journal of Communication), 

1953 

Speech on Inter-Continental Communications to Advertising Club 

of Washington, April 22, 1958 

Tomorrow‟s Thinking for Today‟s World, April 22, 1971 

Communication, Mass – Analyzing the Context of Mass 

Communication, n.d. 

Company Brochures, n.d. 

Competitive (Research Companies), December 19, 1966 

Computer, n.d., 1977 

Computer – Mini-Computer, n.d. 

Computer – Proposal (German) 1974 

Computers (Misc.), February 1965 

Condominiums – see either the Greenhouse or Kaufman and Broad, 

n.d., 1965, 1976 

Confrontation Laboratory, n.d. 

Conservation, n.d., 1978 

Consommat (France), 1981 

Constipation – Your Mind Can Make You Constipated, n.d. 

57





B-165 Constipation – Worry Can Constipate You (Journal of Living), March 

1944 

Consumer: 

Changing American Taste – Consumer Trends (Advertiser’s 

Digest), July 1956 

Consumer Attitudes – Fundamental Considerations, January 1947 

Consumer Confrontation Laboratory, July 1971 

Consumer Encounter Library (memo), n.d. 

The Consumer of 1970, March 2, 1965 

Consumer of Tomorrow, n.d. 

Consumer, Understanding the New, June 1956 

The Consumer‟s World in 1956 (Tide Magazine), n.d. 

Der Konsument Im Jahre 1975, n.d. 

Do You Really Know Your Customers?, 1947 

Konsument Von 1957 and/or Der Verbraucher Von Morgen – 

based on DIB Speech, October 1967 

Neue Konsumtendenzen in Den Staaten (Werbern & Verkaufen), 

March 1972 

The New American Consumer (notes) – Public Utilities 

Advertising Association, May 1956 

Notes on Speech at Notre Dame, April 1956 

Notes on Speech to Paraffin Carton, Council, Annual Meetings, 

Chicago, March 11, 1953 

Psychological Strategy for Today‟s Market (Irving Gilman) Home 

Appliance Builder, July 1958 

Understanding – The Way to Reach the Consumer, June 1953 

What the Consumer Really Thinks – Brief Publishing Company, 

November 1955 

The World Consumer – Harvard Business Review, n.d. 

Consumer Confrontation Laboratory (prospectus), July 1971 

Consumer Encounter Laboratory, n.d. 

Consumer Motivation – Clippings, Publicity, etc., 1965 

Consumer Protection: 

Are You Buying Names or Quality?, n.d. 

Consumer Protection Starts with You, n.d. 

The Do It Yourself Nader, n.d. 

Consumerism, n.d., 1971, 1973 

58





B-165 Consumerism – Motivations Behind.., August 1972 

Conventions – Outline of Convention Programs Featuring 

Motivational Research, n.d. 

Cookies & Crackers, background info on, n.d. 

Cooking: 

How Cooking Can Help Your Mind – Journal of Living, 

September 1943 

How To Be Happy While Cooking, n.d. 

Outline – Programmed Instruction in Cooking, May 1, 1968 

Why Men Marry Women Who Are Good Cooks, n.d. 

Cosmetics, n.d., 1972-1979 

Cosmetics: 

Back to Natural Cosmetics – Eternal Virginity?, December 8, 1971 

Expression, n.d. 

How to Analyze a Lipstick – Pageant, 1955 

The Inner Jones, n.d. 

Kosmetik Gross Geschrieben – Publicity, n.d. 

Kosmetik Im Trend Unserer Gesselschaft, n.d. 

Men‟s Cosmetics, n.d. 

Mirror, Mirror, n.d. 

Motivations & Masculine Cosmetics, n.d., 1970 

„Natural‟ Fad Termed Hawking Back to Virginity, December 27, 

1971 

The New Beauty & Motivation for Beauty, 1968-1972 

Psychologie Des Augen-Make-Up (Luders-Lohde – Toscana 

Young Fashion, September 30, 1970 

Cosmetics & Doctors – for Mrs. Lüders-Lohde, Hamburg, 1969 

Cosmetics of the Future, May 30, 1974 

Cooperation: 

Job for Applied Psychology, n.d. 

Psychology of Cooperation, n.d. 

What Motivates People to Participate in Co-Ops (Irving Gilman), 

July 5, 1953 

Who Is Fit For Cooperative Farming?, 1943 

Cooperatives – France, February/March 1967 

Corporations - Corporations Are Consumers Too, n.d. 

Coupons, 1972 

59





B-165 Cream, Facial – Atra Skin Tone Cream, October 1967 

The Creative Consumer – Publik (Germany), December 20, 1968 

Creativeness: 

Creativeness (E.D.) Advertising Age, Summer Workshop, Chicago, 

July 24, 1958 

Dichter Lists Nine Things to Keep In Mind When Gathering Facts 

& Creating an Ad – Ad Age Workshop, Chicago, 1966 

Does Motivational Research Stimulate Creativeness – 4 th District 

AFA Conference, St. Petersburg, FL, May 2, 1959 

How Creative Are You? How You Can Become More Creative, 

n.d 

Creativity: 

12 Principles of Creativity (German), n.d. 

Can We Have Research Without Creativity, 1969 

Creativeness, July 1956 

Creativity: What It Is and How It Works – from Motivations, n.d. 

Creativity Based on Research, January 19, 1969 

Dr. Dichter‟s 12 Principles of, n.d. 

Executive Thought Starters, n.d., 1968 

For Fun and Profit, May 7, 1970 

Kreativitat in der Forschung, n.d. 

Kreativitaet in der Werbung, n.d. 

Kreativitat & Ernest Dichter, n.d. 

Outline for 3-Day Creativity Course, 1973 

Outline for 5-Day Creativity Course, 1973 

Publicity – Advertising Age, Creative Seminar, Chicago, 


Creativity (misc.) – re: Managers, etc., April 12, 1972 

Creativity and Motivational Research, n.d. 

Creativity Course Outline, n.d. 

Creativity in Management – Solidarität, Austria, 1970 

Creativity Seminar – Creativity Seminar for Travel Agents, n.d. 

B-166 Credit Unions – Notes on Credit Unions, n.d. 

Crises – The Crisis As an Opportunity, n.d 

Crisis – Five Ways to Face a Crisis, n.d. 

60





B-166 Culture - American, 1956-1957 

Cultural Entropy, November 1967 

Daily Living: 

Daily Living, nos. 3-18, 1945-1948 

How To Feel Good At The End of A Day, n.d. 

Lesson in Living from the Movies, Movieland, n.d., 1946-1947 

Dairy, n.d. 

Dealers: 

7 Ways to Guarantee Wallpaper Sales, November 1957 

How to Use Emotional Factors That Trigger Industrial Sales, April 

6, 1959 

New Trends in Dealer Aids, April 12, 1957 

The Psychological Role of The Dealer In Car Buying, n.d. 

The Role of The Salesman or Dealer, n.d. 

Death, Fear of, n.d. 

Death - Life Insurance Protects You Against Dying, n.d. 

Death - Misc., n.d. 

“Death in Action,” 1944 

Decisions: 

Can You Make Up Your Mind – Why Is It Sometimes Difficult to 

Make Up Your Mind?, n.d. 

How to Make Decisions – The Psychology of Decisions, n.d. 

Democracy, n.d., 1983 

Democracy: 

The Psychology of Cooperation, n.d. 

The Psychology of Democracy, n.d., 1956 

Visceral Democracy – article for Avant Garde, Findings, January 

14, February 28, 1969 

Democratic Party – Trial Market Proposal, n.d. 

Department Store Management, n.d., December 1969 

Department Stores, n.d., 1954-1957 

Department Stores: 

Auditing The Unsatisfied Needs of Today‟s Shopper, August 1971 

Dreams Unlimited – Keynote of Successful Dept. Store Promotion, 

Stores Magazine, August 1955 

Future of the Department Store, National Retail Dry Goods 

Association, January 1956 

61





B-166 Department Stores: 

How to Build Salesman Loyalty, September 1955 

How to Increase Patronage, March 1971 

Motivating Department Store Customers – Roundtable 

Conference, White Sulphur Springs, WV, April 1954 

Notes on Lecture, Associated Merchandising Corp., February 1954 

Store for Merchandising – or People?, n.d. 

Strategic Departments Can Push Traffic and Sales (submitted to 

Stores, not published), n.d. 

Design – The Researcher is the Designer‟s Best friend (E.D.) Food 

Field reporter, May 23, 1958 

Desire – The Strategy of Human Desires, n.d. 

D.I.B. – Publicity on D.I.B. Conference – Consumer of Tomorrow, 


Dichter, n.d., 1970 

Dichter, n.d., 1945-1959 

Dichter – French Articles, n.d., 1937 

Dictionary, n.d., 1970 

Dieting – Miscellaneous Clippings, Publicity, etc. & How to Stick to a 

Diet, Journal of Living, October 1943, October 1968 

Direct Mail – The Psychological Approach to Direct Mail, n.d., 1955 

Direct Mail Advertising (Sue White), n.d., 1973-1974 

Direct Selling: 

An Answer to Consumerism, May 22, 1972 

Consumerism – A Challenge to The Industry, n.d. 

Forbes Magazine, August 1971 

Misc. Publicity, Clippings, Etc., 1972 

Persoenlicher Verkauf die Aelteste und die Neueste Verkaufs 

Methode, May 1973 

Direct Selling Association, n.d., 1970-1975 

Dishwashers – Waste King Corporation, 1959 

Disposables – Have Patrons Accepted Disposeables-Aabsolutely-or- 

Conditionally?, 1970 

Distribution – Evaluation of, 1969 

Divorce, n.d., 1972 

Do it Yourself – Do-It-Yourself and You, September 1954 

Do-it-Yourself – Why You Do It Yourself (draft), November 1955 

62





B-166 Doctors, n.d. 

Doctors, 1953-1954 

Doctors, 1955-1962 

Doctors, April 26, 1972 

Doctors: 

Are Social Attitudes Changing – Speech, American Hospital 

Association, September 19, 1955 

The Aura around the Present Day Doctor (Luders-Lohde) 

February 1969 

Communicating With Physicians – Lecture, New York, April 23, 

1973 

Do Your Patients Really Like You – New York State Medical 

Association, May 1953 

Doctor-Patient Relationships – reprints from Readers Digest, Post, 

American Anthropologist, 1953-1956 

The Doctor‟s Human Relationships (E.D.), District Medical 

Council of Washington, DC, March 27, 1958 

How to Attract Your Kind of Patients, Medical Economics, May 

26, 1958 and June 12, 1967 

How to Get More From Your Doctor (E.D.), Journal of Living, 

April 1954 

How to Save Your and Your Patient‟s Time, n.d. 

Human relationships as Applied to Doctor-Patient Relationships – 

Academy of Medicine, Toledo, OH, October, 1953 

Lecture, American Medical Association, Los Angeles, December 

1951 

Something New in Patient Relations, Medical Economics, 1951 

What Makes Doctors Tick? Modern Medicine, July 1955 

Doctors (Hospitals) – Hospital Patient Relationship, Modern Hospital, 

1954-1955 

Dogs: 

Faithful – Misc. Clippings, Publicity, etc., re: Old Faithful Pets, 

1972 

What Motivates the Dog Owner, September 15, 1955 

Why Do People Love Dogs, 1972 

Dogs, Food – Creative Memorandum on Dog Food, April 1967 

Dreams – Are You a Day Dreamer, n.d. 

63





B-166 Drinking – What are You Going to Have, n.d. 

Drivers Education, 1972 

Drugs: 

Doctor‟s Psychology and Selling, from Drug and Cosmetic 

Industry, August 1955 

Interview with Drug Trade News, April 3, 1972 

Pharmaceutical Advertising, study for Pharmaceutical Advertising 

Club, 1955 

What Really Makes Doctors Tick, on lecture to Pharmaceutical 

Advertising Club, April 1955 

Why Tells You How, American Surgical Dealer, February 1973 

Your Customer in the Drugstore of Tomorrow (E.D.), Texas 

Pharmaceutical Association, July 29, 1959 

Youth & Drugs, 1970, 1983 

Drugs, Prescription – Consumer Attitudes Towards Filling 

Prescriptions, December 1971 

Drugs, Prescription – Should CIBA Introduce Color Into It‟s 

Prescription Drugs?, December 1968 

Drugs, Therapy – Unsatisfied Drug Therapy: Information Needs of the 

Physician, 1970 

Drugs & Toiletries – Psychological Marketing of – to Drug & Toiletry 

Group, Association of National Advertisers, January 12, 1954 

B-167 Dry Cleaners – Fabricare, n.d., 1976-1982 

Dry Cleaning: 

Commercial Laundry and Dry Cleaning in Northern New Jersey, 

June 1969 

Current Market for Commercial Laundry and Dry Cleaning 

Services, March 1971 

Misc., 1957, 1964 

Dynamic Society, n.d. 

Eastern Europe, June 1981 

Eating – Getting Your Family to Eat Right, December 1943 

Ecology – Misc. Clippings, 1969-1971 

Ecology Man, 1971 

Economic Survey – U.S./German, 1983 

64





B-167 Economics: 

General, n.d., 1954-1958 

It Ain‟t Necessarily So., n.d., 1976 

Thinking Ahead – The Psychology of Prosperity, Harvard 

Business Review, 19575 

Economics and the Individual – Discovering the Inner Jones, n.d. 

Economy Crisis – Doom, 1979 

Education, n.d., 1972 

Education: 

Conventional Teaching & Planned Education, n.d. 

Development for The Forum School, 1969 

Education – For What, n.d. 

Education in the Future – Visiting Day, 1968 

Education in the Year 2000, n.d. 

Educators – Advertisers Council, n.d. 

Educators & the Public…Closing the Communication Gap, 1970 

Melbane Middle School, n..d, 1971-1972 

Misc. Ideas, Clippings, etc., n.d., 1971 

New Methods of Learning, for Smit‟s Reclame-Aides & Service 

(Amsterdam), n.d., 1968 

The Schools Cry for More Federal Aid, 1971 

Time Magazine as a Mass Educator, n.d. 

Who Should be Responsible for Education in Television, 1950 

Educational Improvement Center, n.d. 

Ego and The Buyer, 1978 

Electrical Appliances (German), 1983 

Electrolux – Representatives, n.d. 

Electrolux – Users, n.d., 1960 

Employees – How to Motivate Employees, n.d. 

Emergencies – Misc. Clippings, Publicity, etc. (Blackout), 1965 

Emotion: 

How Cynical Are You, n.d. 

How to Recognize Mental Disturbances, n.d. 

Emotional: 

Are You a Tense Person, n.d. 

Are You Fidgety, n.d. 

Nagging, n.d 

65





B-167 Emotional Troubles – Inhibitions, Shyness, n.d. 

Emotions: 

Budgeting Emotions, n.d. 

How Expensive Are Your Emotions?, n.d. 

Employee Relations – Management-Labor Relationship in War 

and Post-War, n.d. 

Employer Employee Relations: 

Absenteeism: A Job for Psychology, n.d. 

Cheerful Office = Better Work”, 1972 

Do You Really Manage Labor, n.d. 

How to Motivate Employees, for Business Management, n.d. 

How to Use Psychological Incentives (E.D.) Management 

Methods, February 1956 

Jobmanship October 29, 1972 – reprints Family Weekly, 

December 3, 1972 

Pay Attention to Your Internal Corporate Image, Business 

Management, April 1969 

Environment – Energy Crisis, n.d., 1974 

Ethics (Waterson), 1954 

Europe – What Are The Unsatisfied Needs of Europe Today?, n.d. 

European Marketing – Misc. Clippings, Publicity, etc., 1957, 1970 

Everyday Life – A Psychologist Looks at Everyday Life and Its 

Problems, n.d. 

Executive, n.d., 1951-1957 

Executives – A Platform for Executive Lining, reprint Motivations, 

n.d. 

Expressen, 1970 

Extravert – Are You a Show Off, n.d. 

Fabric: 

Blue Ridge Winkler, n.d., 1971 

How to Make Americans Fabric Conscious, May 8, 1968 

Opportunities & Problems of Retail Fabric Stores, November 

1971 

Fabric Care (Quest), n.d., 1982 

Fabrics For Clothing Manufacturer, n.d. 

Face, Psychology of the, n.d. 

66





B-167 Fads, 1970 

Fads – The Meaning of Fads, Tide Magazine, September 26, 1958 

Family – Why Do You Dislike Your Mother-in-Law, n.d. 

Family Circle, Inc., n.d. 

Fan – How Does a Team Win Fans? article for Reader’s Digest, 

n.d. 

Farming, n.d. 

Farming – What is Motivating Farmers in‟57? (Albert Shepard) 

Feed Manufacturers Association, 1957 

Farm Machinery – New Holland Baler (Before and After Success 

Story), n.d. 

Farmers – The Psychology of the Farmer, July 1956 

Fashion – Escape from, n.d. 

Fashion, Men‟s – Jacket, Shirt & Tie Still Uniform-of-Day for 

American Business, June 29, 1973 

Federal Trade Commission – Hearings on Modern Advertising 

Practices – Testimony by E.D., November 15, 1971 

Fish – Fish, A Food for Many Occasions, National Fisheries 

Institute Convention, April 1966 

Floor Coverings: 

Broadloom Carpets: Every Home a Bit of Paradise, n.d. 

Dr. Ernest Dichter und der Treppenfussboden, 

Blickpunkt, January1969 

Flying, Fear of, 1964 

Foreign – General Material on Foreign Business, etc., July 1956 

Folklore – Applied Folklore: Creating Understanding Through 

Folklore, September 1953 

Food, 1961, 1967 

Food, n.d., 1977 

Food: 

Are You a Food Faddist, n.d. 

Are You a Food Snob, Journal of Living, June 1945 

Are You a Static or Dynamic Personality? Your Food Habits 

Tell the Secret, n..d 

Biscuit & Cracker Manufacturers‟ Association – Enriched 

Flour & Snack Study, 1970 

Do You Have Food Courage, n.d., 1944 

67





B-167 Food: 

Fads Fancies and Fetishes in Food, Journal of Living, April 

1945 

Food Research Bibliography, 1955 

The Great Barbecue and the TV Dinner, n.d. 

Happiness from Your Meals, Journal of Living, June 1944 

How Food Can Make You Happy, n.d. 

How to Enjoy what You Don‟t Like, n.d. 

How to Overcome Food Dislikes, Journal of Living, June 1943 

How to Stick To a Diet, Journal of Living, October 1943 

Judging the Candidates by Their Meals, Journal of Living, 

October 1944 

Mind over Platter, Journal of Living, July 1943 

A New Snack Chip, 1961 

Psychologist Watches You Eat, Journal of Living, March 1943 

The Sex Character of Food, April 1956 

Two Principles for Future Food Retailing, Box Talk Magazine, 

December 1955 

What Are Americans Eating, 1965 

Your Meals Test Your Personality, Journal of Living, July 

1944 

Your Mind and Your Food, n.d. 

B-168 Food, Fast: 

Comparison of Hardees & McDonalds in the Charlotte Market, 

n.d. 

Fun Food-Not Just Fast Food, 1966 

Hardees – An Idea whose Time Has Come, n.d. 

Hardees: The Challenge of the 70‟s Planning, The Continued 

Growth of…, June 1972 

Hardees Commercial, 1972 

(Ponderosa) Continued Success of the Chain, September 1971 

Food, Fish – Fish-A Food for Many Occasions, April 25, 1966 

Food, Frosted – Frosted Foods Need Emotional Defrosting [frozen 

foods], December 12, 1962 

Food, Soup – Misc., 1955-1960 

Food Psychology, 1954-1971 

68





B-168 Foot – The Naked Foot of the Woman (quotations), 1965 

Fund Raising, n.d, 1974-1976 

Fund Raising, 1975 

Fund Raising: 

United Jewish Appeal (Irving Gilman) for Silton Bros., n.d. 

Why People Give, n.d. 

Why People Give (speech by E.D.), American College Public 

Relations Association & American Alumni Council, July 

13, 1960 

Why People Give – speech, United Community Funds, Detroit, 

MI, February 1956 

Fur, n.d., 1957-1959 

Fur – Fur Industry Learns What Women Want in Fur Coat (draft of 

article E.D.) Fur Association for Women’s Wear Magazine, 

August 14, 1958 

Furniture, 1968 

Furniture: 

Armstrong Cork Company, n.d., 1969 

Chairs, n.d. 

Die Motive Des Mobelkaufs (Motivations of Furniture 

Buying), Furniture Fair in Cologne Germany, February 

1969 

Do You Buy Office Furniture Like a Housewife or Like a 

Business Man? (E.D.) Modern Office Procedure, 1958 

General, 1965-1967 

Grand Rapids Furniture Guild, Series of 5 Pamphlets, 1958 

Misc. Clippings, 1957 

Office Furniture – Do You Buy Office Furniture Like a 

Housewife? Or Like a Businessman, 1958 

Office Furniture for Living, April 26, 1962 

Ten Ways to Revitalize the Sales of Fine Furniture, Grand 

Rapids Furniture Guild, June 14, 1957 

Furniture, Buying – The Motivation of Furniture Buying, February 

3, 1969 

Future: 

Anti-Future Shock – miscellaneous, n.d., 1972 

The Crisis as an Opportunity, n.d. 

69





B-168 Future: 

The Futures Group – Alternative Technologies – National 

Science Foundation, n.d., 1973 

Hudson Institute Projections, n.d., 1969-1976 

Personal, n.d. 

Threat or Opportunity, n.d., 1968 

Futurology, 1969 

Futurology: 

Create Your Own World, n.d. 

Home of the Future, November 7, 1969 

In Ten Years, It‟ll be Too Late (in French), November 12, 1964 

Gambling, 1973 

Gambling – Gambling as New Management Principle (and others) 

Gamblers World, June 1973 

Gasoline: 

Gas Games, n.d. 

Shopping Habits of Buyers, n.d. 

Genetics (body), n.d., 1977 

Germany – Image (some articles), n.d. 

Geriatrics, n.d. 

Geriatrics, n.d., 1970-1972 

Geriatrics, n.d., 1971-1973 

Geriatrics: 

Aging, Retirement, Social Security, 1972 

Look, n.d., 1972 

Perceived Risk in New Product Trial by Elderly Consumers, 

n.d. 

Third Age, n.d., 1971 

Gifts: 

Anatomy of the Gift, National Jeweler, February 1960 

Business Gifts at Christmas, Advertisers Digest, Sales Review, 

November 1957 

Gloves, March 1956 

Gloves: 

The Psychology of Gloves, n.d. 

We Know What Your Customers Want (Hansen Glove Corp.), 

1956 

70





B-168 Gõssl, n.d., 1985-1986 

Government – Does U.S. Government Really Know Americans, 

n.d. 

Groceries – Research Workshop, New York Times, n.d. 

Grocery Store – Research Workshop Announcement, n.d. 

Group Dynamics, n.d. 

B-169 Hair Preparations – Rinse Away, n.d., 1958-1959 

Hair Preparations, n.d., 1946-1948 

Hair, Men‟s – Male Hairdo Ado Not about Nothing, Advertising 

Age, July 15, 1968 

Hair Coloring, 1973 

Hardware, 1983 

Hardware – Tools for Independence – Why People Buy Hardware 

and Garden Supplies, 1961 

Hate: 

I Could Kill Him, n.d. 

Suppose Somebody Hates You, n.d. 

Hats, n.d. 

Hats – Hats Off – Or On?, The Exchange Magazine, August 1965 

Health – How to Sell Health, n.d. 

Hedonism – The Third Agers, The New Hedonists, n.d., 1972 

Hobbies, May 1973 

Hobbies – England, Germany, Italy – Misc. Clippings, Etc., n.d. 

Holography, n.d., 1975 

Home Furnishings: 

Are You Following the New Trends in Homemakers‟ Tastes?, 

June 1956 

Futurology – Misc. Articles, Etc., 1964-1970 

Rough Notes for Speech to Fashion Group, Hotel Astor, New 

York City, April 19, 1956 

Homemaker – How Good a Homemaker Are You?, n.d. 

Homes, n.d. 

Homes – Materials for Homes (Irving Gilman), n.d. 

Hosiery – Motivations and Hosiery – A New Approach for 

Development, December 8, 1958 

Hospitals, n.d., 1955 

71





B-169 Hospitals – Modern Hospital, n.d. 

Hotels & Motels: 

America on the Move, May 11, 1959 

The Little Extras Make the Difference, October 20, 1967 

Tomorrow‟s Traveler and Duncan Hines, June 1959 

Housecleaning Products – The Psychology of Housecleaning 

Products, May 1957 

Housing: 

The Home, n.d. 

How Psychology Sells a Home, n.d. 

The Liberated Home (in German), October 14, 1968 

Miscellaneous, 1959-1968 

Why Mr. Jones Said No – Selling The House is More 

Important than Selling Client, Ohio Real Estate Boards, 


Hubert Humphrey, n.d., 1970 

Hygiene, Feminine Personal, n.d. 

Ice Cream – No More Ice Cream? (William Schlackman) for Ice 

Cream Field, May 1959 

Incentives: 

Changing Spirit of Business Gifts & Incentives, Business 

Management, July 1970 

How to Use Psychology Incentives, n.d., 1956, 1976 

Incentive Travel Gets Stamp of Approval, October 25, 1964 

Income – Psychology and Buying Habits of Upper Income Levels, 

1968 

Industrial College of the Armed Forces, Washington, DC – Human 

Factors in Counterinsurgency Operations: Vietnam, 1964-1965 

Industrial Marketing: 

Address to National Paint & Varnish & Lacquer Association 

(E.D.) New York, November 5, 1957 

How to Motivate the Technical-Minded Consumer (E.D.), 

Industrial Research, February 1959 

Industrial Buyers are Human Too, article for Industrial 

Distribution, December 1973 

Innovation (Creativity), n.d., 1973-1974 

72





B-169 Institute for Motivational Research - Services and Facilities, 

n.d., 1958 

Institute of Investor Motivation, n.d., 1968 

Insurance, 1971, 1973 

Insurance: 

General, n.d. 

Motivating the Buyer of Insurance (Irving Gilman), 

National Association of Independent Insurers, Washington, 

DC, October 1959 

Motivation to Buy, (Irving Gilman), Best’s Insurance 

News, New York, February 1959 

A New Direction for Insurance Advertising (E.D.), Journal 

of America Insurance, January 1958 

Insurance, Health: 

Health Insurance Starts in the Heart, Spectator, September 

1954 

Human Factors of Health, San Mateo, March 1954 

Insurance Information Institute, n.d. 

Intelligence – Pragmatic Intelligence, (E.D.), The Mensa 

Journal, London, September 1967 

Interior Decorating, n.d. 

International: 

Anti-Americanism – A Little Flattery Goes a Long 

Way…Business Abroad, October 2, 1967 

Establishing Direct Contact between European Investors & 

American Business Men (Financial Encounter Groups), 

n.d. 

It‟s Typical, Business Abroad, February 15, 1967 

Please Don‟t Call Me a Salesman, Business Abroad, 


Sales to the Women of Europe Can be Killed with 

Kindness, Business Abroad, December 1966 

Some People Don‟t Like to Make More Money, Business 

Abroad, September 14, 1966 

Intolerance – What is Intolerance, Negro Digest, March 1946 

(condensed from Look January 1946), 1946 

Invent – Why Don‟t They Invent, n.d. 

73





B-169 Israel, n.d. 

Israel (Log 899), n.d. 

Israel: 

Diamonds, 1985 

Jerusalem Post, Finding out What the Customer Really Wants, 

personal history, March 26, 1972 

Jeans, n.d. 

Jerusalem – The Image of Jerusalem, n.d. 

Jewelry, n.d. 

Jewelry – H. Stern, 1985 

Jewelry: 

Diamonds, 1955, 1985 

Wack, Pierre 

What Sells Rings (article to be sent to Chas. L. Rumrill), 1955 

Jobs –Job Application Motivations, n.d. 

Journalism, n.d., 1972 

Juvenile Delinquency, n.d. 

Kiss – Why We Really Kiss, 1985 

Kitchen, Revolution of – Women Have Given up Looking and 

Don‟t Even Know Know It, n.d. 

Kontaktfibel – Entwurf, n.d. 

Labor Relations – Notes (Standard Oil), n.d. 

Land Development – For Speech, January 1973, Ad Daily, 


Law - Law Enforcement Ideas, n.d. 

Leather, n.d., 1956 

Lecture Notes (misc.), n.d. 

Legs: 

Galitzure – Leg Quiz (E.D. Burlington), n.d. 

Legs & The Woman, Pageant Magazine, June 1958 

What Do Your Legs Say About You?, Cosmopolitan, 1973 

Leisure, 1977 

Leisure Time: 

Hobby for Your Needs, Journal of Living, November 1946 

How to Spend your Leisure Time, n.d. 

What‟s Your Game, Journal of Living, January 1946 

Life, Quality of, 1972 

74





B-169 Lighter – The Psychology of Lighters and the Flame, for Zippo, 

August 1973 

Lipstick, n.d. 

Liquor – The Coming Revolution in Liquor Advertising (E.D.), 

Liquor Industry sponsored by Esquire Magazine, January 22, 

1958 

Liquor, Misc. Clippings, 1970 

Littering, n.d., 1977 

Living Home, 1977 

Loans – Motivation through Advertising (also includes borrowing 

in our culture – draft of speech; and advice from Ph.D. 

summary reprint), October 1956 

B-170 Love Clinic – Q&A (from Real Life & Real Romance for Hillman 

Group, 1940s 

Luxury Market, 1953 

Machinery-Talking, Advertising – A Talk with a Motivated Man, 

1963 

Magazine – Sunset Magazine, 1969 

Mail Order, 1968 

Mail Order Catalogs, June 1972 

Management, Ideas, n.d., 1972, 1980 

Management: 

Being your Own Boss – A Dream or Nightmare, n.d. 

Die 10 Wichtigsten Management-Ideen, 25 Jahre (Management 

for The Elite), n.d. 

Management der 70er Jahre “Der Konsument im Jahre 1980”, 

n.d. 

Management‟s New Role (Drucker), 1969 

Maslow‟s Eupsychian Experiment, n.d., 1976 

Spanish: The Universal Client, 1963 

Management Certificate (German), 1978 

Management Training – How I am Training Managers, n.d. 

Mannerisms: 

Traits That Give People Away, Journal of Living, April 

1948 

Why Do You Act Like this, n.d. 

75





B-170 Marble, n.d. 

Market in 80‟s, n.d. 

Market Research (Modern), n.d. 

Market Research, Psychology in, - reprint Harvard Business 

Review, 1947 

Marketing: 

The Company behind the Company (food marketing), June 

1954 

Modern Marketing Means Creative Thinking, n.d. 

Ten Major Revolutions in Marketing and Advertising, n.d. 

Ten Mistakes in Modern Marketing, August 25, 1969 

Marketing (International), n.d. 1965, 1967 

Marketing (International) – Needed: A Psychological Bridge Over 

the Ocean, Successo, Milan Italy, 1967 

Marketing & Advertising – Ten Major Revolutions in Marketing & 

Advertising, n.d. 

Marketing & Motivation – Marketing Men Told to Dig for 

Motivations, n.d., 1969 

Markets – Neglected Markets, October 8, 1971 

Markets, Foreign, n.d. 

Marriage: 

Psychic Factors Involved in Successful Marital Relationships 

(rough draft)l, n.d. 

Taking a Second Chance on Marriage, n.d. 

Your Life Marriage, n.d. 

Marriage Counseling: 

Courtship is a Tough Trial, n.d. 

Five Year Plan for your Marriage, n.d. 

How Old Should A Girl Be When She Gets Married, n.d. 

How to Choose a Husband – Real Romances (love clinic), n.d. 

How to Choose your Mate Successfully, n.d. 

Pity the Spoiled Wife, Movieland, May 1947 

Mass Communications – Mass Communications and Human 

Relations, 1957 

Masturbation , n.d. 

Master Charge, n.d. 

Materials, n.d., 1977 

76





B-170 Meat – We Need More Creativity in Meat Merchandising, article from 

Speech, June 13, 1969 

Media, Research – 8 New Concepts in Media Research, n.d. 

Medical Marketing & Media – Generating, Trapping and Using 

Creativity, 1970 

Medicine (Body), n.d. 

Men‟s Clothing, n.d., 1966-1973 

Men‟s Ties, December 11, 1973 

Menus – Publicity, Newsday, April 16, 1971 

Methodology, n.d. 

Methodology: Motivation Research, n.d. 

Metrecal – Succor for the Slim Success Seeker, n.d. 

Milk, Psychology of, n.d., 1973-1985 

Milk Industry Foundation, n.d., 1970-1977 

Mind, n.d., 1977 

Mini Calculator, n.d. 

Modern Materials Handling, n.d. 

Money, n.d. 

Money, Magazine., n.d., 1973 

Money: 

Money Management, article by E.D., n.d. 

Money Motivations in an Affluent Society, n.d. 

Money Motivations in an Affluent Society (Banks), n.d. 

What Does Money Mean toYou?, n.d. 

Money Management, n.d. 

Montclair State College, February 7, 1972 

Morality – The Morality Hucksters, n.d. 

Motels – Motel: A Place for Strange Cars, n.d. 

Mothers – Mother‟s Complex, n.d. 

Motivation: 

How to Motivate People to Get Involved in Something That 

Might Conceivably Cause Them Problems and Difficulties, 

n.d. 

Motivforschung (Nevere Aspekte), n.d. 

Motivation Panel, n.d. 

Motivation Research – How to Uncover Hidden Resistance with 

77





B-170 Motivation Research, (Goetz Beer), Management Methods, 

November 1957 

Motivational Learning, n.d., 1964-1968 

Motivational Reference Unit, October 17, 1955 

Motivational Research: 

How Motivation Research Can Help (for Department Stores), 

n.d. 

Is Motivational Research a Science, October 10, 1958 

Motivational Research-A Merchandising Tool, 1969 

One Picture, 10,000 Words and Still No Sale…, n.d. 

Speech by E.D. – The Basic Principles of Motivational 

Research, November 19, 1959 

Motivational Research in Developing Countries, n.d. 

Motivational Research Methodology, n.d. 

Motivational Tools, n.d. 

Motivating Your People, n.d. 

Motivations: 

Searching for Motivations (lecture), n.d. 

Seminars: Trends, Impulses, Motivations (Starnberg am See), 

May 1980 

What is Real – and What Isn‟t, n.d. 

Motivations Abroad, 1966-1967 

Motivations Abroad: 

Don‟t Call Me a Salesman, n.d. 

Some People Don‟t Like to Make More Money, 1966 

Motor Trade Executive, London England – Car Ownership, 

December 1966 

Moving, n.d. 

MRP (Motivating Response Patterns), n.d., 1956-1957 

Museum, n.d., 1977 

B-171 Nagging, n.d. 

National Enquirer, 1975 

National Enquirer, n.d. 

National Observer Publicity on E.D., Marshall McLuhan, May 30, 

1966 

78





B-171 Needs, Human Needs – Motivating Tomorrow‟s Customers, 

speech, June 5, 1967 

Needs, Unsatisfied, n.d. 

Neue Zeitung, Newspaper “After”, 1967 

New Building, 1968 

New Products, n.d., 1950-1966 

New Products: 

New Products Seminar, February 1955 

Products, New (needs), n.d., 1975-1979 

Newspaper: 

Misc., n.d. 

Strike (misc.), 1942, 1958 

Newspaper of the Future – Articles Die Zeitung Im Jahre 2000, 

1969 

Newspaper Strike – 114 Days in a Vacuum, January 1964 

Newspapers: 

Are Newspapers Becoming Outdated? Lecture for American 

Newspaper Publishers Association, n.d. 

Inside The Reader‟s Mind, American Society of Newspaper 

Editors (Panel Discussion), May 4, 1973 

Speech – How to Find & Solve the Hidden Human Problems in 

Effective Newspaper Promotion, October 5, 1954 

What‟s Wrong with News? It Isn‟t New Enough (Marx Ways), 

October 1969 

Newspapers, Future, n.d. 

Noise – Noise is What You Make It, n.d. 

Non-Woven Industry Edana Newsletter, n.d., 1969, 1982 

Nostalgia, n.d., 1970 

Nova University, 1972, 1975 

Nova University: 

Dr. Abraham S. Fischler, n..d, 1970-1975 

Florida TV, n.d. 

Nova Seminar Publicity for seminar January 6-8, 1970 

Novelty Toys – Marketing of Novelty Toys, 1971 

Nurseries (Nurserymen) – Breaking Down the Glass Curtain, July 

29, 1969 

79





B-171 Nutrition: 

How to Educate your Family for Nutrition, n.d. 

The Psychology of Selling Nutrition, n.d., 1973 

Obesity: 

Are You Getting Fat?, n.d. 

Psychology of Fat People, n.d. 

What Overweight Can Do To Your Mind, Journal of Living, 

April 1963 

Your Mind Can Make You Fat, Journal of Living, January 

1944 

Ocean Farming, n.d, 1976-1977 

Odor, January 30, 1979 

Odors, n.d., 1959 

Office – Freudiges Büro (Happy Office) Intertrend, Vienna 

Austria, April 1972 

Office (Furniture), 1973 

Office – IFABO‟71 – More Creativity in the Office, More Work or 

More Fun in the Office, n..d, 1971 

Office of the Future, n.d., 1972-1974 

Office Park – Crescent Office Park, n.d. 

Optimist – Professional Optimists (German) – Stellen Sie 

Professionelle Optimisten Ein, October 1975 

Package, n.d.,, 1972-1982 

Package Engineering – Publicity – Use Packaging for New Ways 

to Sell Consumer Products (Dichter), September 1972 

Packaging, n.d. 

Packaging, n.d., 1955-1972 

Packaging, 1965 

Packaging: 

Ad Age – Packaging and Label Practices (U.S. Senate 

Hearings, 1961), September 1967 

Article – Industrial Design, April 1966 – Exploring Consumer 

Behavior, 1966 

Brewery Age, April 1965 

Changing Times, The Kiplinger Magazine, 1977 

80





B-171 Packaging: 

Consumer Revolution (J. Kishler substituted for W. 

Schlackmann), National Flexible Packaging Association, 

January 22, 1959 

Die Psychologieder Verpackuns, for Umschau Magazine, July 

1972 

From the Shelves They Shout”Buy”, n..d, 1978 

How to Sell Your Product in Today‟s Marketplace, Drug 

Trade News, June 25, 1972 

Kommunikation Durch Verpackung, reprint July 1972 Markt 

Kommunikation, July 1972 

The Limitations of Brass Instruments (Packaging Techniques 

for Testing Effectiveness), n.d. 

The Man in the Package (Paraffined Carton Research Council 

booklet), 1957 

The Meaning of Roundness & Squareness in Ice Cream 

Containers, May 1957 

Milestones (Brand Names Found) – Packaging: The Concrete 

Representation of Your Brand Name, August 1959 

Misc., n.d. 

Motivational Research in Packaging (E.D.), The Package 

Research Conference, May 22, 1957 

Motivational Research Maps the Way to Package Sales (Bill 

Schlackmann), Knitted Outerwear Times, May 1958 

Motivational Research Maps the Way to Selling Packages, n.d. 

Motivations & Hosiery – A New Packaging Approach for 

Davenport, n.d. 

Non-Verbal Symbolism in Packaging, Advertising, Editorial 

Material (W. Schlackmann), March 13, 1959 

The Package Concepts of the 1970s & Their Influence on the 

Psychology of a Packaging Sale, May 7, 1968 

Package Test (in German), n.d. 

Packaging for the Future: A Psychological Bridge or Barrier, 

April 30, 1965 

Packaging in Europe, n.d. 

Packaging Makes the Product, n.d. 

81





B-171 Packaging: 

Packaging Psychology Interview with Goerth of Package 

Engineering, March 11, 1971 

Packaging Review – The Mass Market is Dying Out, 

November 1964 

The Researcher is the Designer‟s Best Friend, Food Field 

Reporter, May 23, 1958 

Western Advertising – Is Your Package a Friend or Foe?, 1965 

What Packaging Really Means, Paraffined Carton Research 

Council, 1952 

Packaging, Misc., n.d., 1957-1972 

Packaging Design, 1972 

Paint – Norway – Sisu [paint] “After” Ads, n..d, 1962 

Panic – Panic Savers, n.d. 

Panty Hose (misc.), 1970-1972 

Pentagon, n.d. 

Perfumes, n.d., 1956 

Perfumes – Perfume and Human Motivations (Irving Gilman), 

American Society of Perfumers, March 21, 1956 

Personality – Isolating Western Attitudes, Western Advertising, April 

1955 

Personnel – Menschen Passen in Kein Schablonen (How to Overcome 

Personnel Problems), Faz Blick Durch Die Wirtschaft, Frankfurter 

Zeitung, April 25, 1966 

Persuasion – Madison Avenue – reprint from The Strategy of Desire, 


Pet Food – What Motivates the Dog Owner,(summary E.D.), American 

Feed Manufacturers Association, September 1955 

Pet Nutrition, n.d. 

B-172 Pharmaceutical: 

APhA (American Pharmaceutical Association) Urged to Back Rx 

Price-Posting, American Druggist, 1972, 1974 

Communicating the Value of Comprehensive Pharmaceutical 

Service to Consumer, 1973 

Pharmacist – Article in French – Le Pharmacien Veut Tout Savoir Sur 

Les “Specialities” Qu‟Il Vend, n.d. 

82





B-172 Pharmacy – Negative Magic of the Pharmacy, 1972-1973 

Phase II – Public Unaware of Phase II Says Dichter, Advertising Age, 

1972 

Phenomenology, n.d., 1956 

Photography – Opening the Photographic Lens, 1969 

Physician: 

10 Rx‟s for Better Doctor-Patient Communication, 1961 

The Changing Role of the Physician in Modern Society, March 6, 

1964 

Odor of Physician (German), n.d. 

Pipes – General, n.d. 

Planned Environment, n.d. 

Plants – Use of Plants as a Communications Vehicle, Journal of 

Arborculture, June 1976 

Police, 1970 

Political – Articles by E.D., also information on politics, n.d., 1960 

Political Candidates – Ford‟s A St. Bernard, Carter‟s a Rabbit, Dr. 

Dichter Decides, 1976 

Politics, n.d., 1971-1972 

Polls, n.d., 1952-1971 

Polls – What is the Mood of the Nation?, conducted on Radio Program 

Town Hall, 1951 

Pollution Waste (see also Nuclear Energy & Environmental Control), 

n.d., 1971 

Poor Quest – (example), n.d., 1973 

Popular Club Plan, n.d., 1953 

Porcelain, n.d., 1935 

Portugal, December 1964 

Post-Adolescent Period of Life, January 30, 1965 

Post Office, n.d. 

Postal Services, U.S., 1971 

Posture: 

Articles on Posture, n.d. 

Don‟t Be a Stoop, MacLean’s Magazine, April 1947 

Set Yourself Straight, Journal of Living, June 1947 

Potatoes, n.d. 

Practical Psychology, n.d. 

83





B-172 Predictions – Social Scientist Predicts the Future, n.d. 

Premium Practice, 1968 

Premiums: 

Depth Analysis of Successful and Unsuccessful Premium Offers by 

Five Manufacturers, n.d. 

A Number of Psychological Aspects in the Field of Premiums, n.d., 

1951 

The Premium Goes Modern, Premium Practice, n.d. 

Premiums: The Housewife‟s Diploma, Dr. Tibor Koeves, October 

15, 1957 

The Psychology of the Premium, n.d. 

There is Psychology in Premiums, Premium Practice, February 

1951 

Prestige Consciousness, n.d. 

Pricing – Marketing a Product as the Most Expensive in It‟s Field, 

November 1954 

Print Workshop – Steuart Britt, June 29, 1971 

Printers Marks, n.d. 

Private Living – Personal Research for Private Living, n.d. 

Probe Newsletter, September 1958 

Productivity, n.d., 1971 

Productivity – How to Make People More Productive, n.d. 

Products – New Product Opportunities in a Changing Society, n.d. 

Professions, July 1956 

Promotion – 12 New Ways to Use Motivational Research to Build 

your Sales, 1971 

Proverbs – Are Proverbs True, n.d. 

Psychiatry: 

The Psychiatrist and Psychiatry as Elements of Change in Social 

Structures, by Dr. Juan L. Fayou, n.d. 

When Do You Need a Psychological Help?, n.d. 

Psycho Detective, n.d. 

Psycho Detective – How to be a Fair Judge of People, n.d. 

Psycho Economics – article and notes on, n..d 

Psychological Engineering, 1959 

84





B-172 Psychological Engineering – Motivational Research and the Pursuit of 

Life Goals (E.D.) First New School Anniversary Conference, 


Psychological Independence – A New Goal for America, n.d. 

Psychology of Affluence Trends, n.d. 

Psychology of Objects, n.d. 

The Psychology of Trade Characters, n.d., 1954, 1957 

Psychotherapy, n.d., 1943 

Psychosomatics, article on, n.d. 

Public Affairs, n.d. 

Public Relations, n.d., 1954, 1967 

Public Relations: 

Public Relations and Mass Motivations, 4 th Annual Public 

Relations Conference, April 1953 

Public Relations Journal, n.d., 1967 

Publicis, Motivational Research – La Recherche Psychologieque 

en Publicite (E.D. speech), June 11, 1958 

Publishing, n.d. 

Publishing, 1960 

Pullover Psychology, 1969 

Purchase Motivations, n.d. 

Purchasing Agents, n.d. 

Purchasing of Services and Products, January 15, 1970 

B-173 Quality – The Power of Chekd Brand, 1972 

Race Riots Are More than Skin Deep, August 1967 

Radio, n.d., 1936-1946 

Radio, n.d., 1943, 1945 

Radio, n.d., 1944 

Radio, n.d., 1958-1959 

Radio: 

CBS Assignment Home, n.d., 1944-1948 

Does Radio Meet the Needs of Children, United Parents 

Association, December 1946 

Don Lee Broadcasting “The Third Dimension”, n.d. 

Going On Air, 1939 

Here‟s What Dr. Dichter Found Out about Houston Radio, 1959 

85





B-173 Radio: 

How Radio Can Help You, n.d., 1947 

Local, Appearance, etc., n.d., 1957 

Local Radio, n.d., 1958 

The People Talk Back to Radio, n.d. 

Psychology of the Radio Set - Lord and Thomas Advertising, Inc., 

n.d. 

Radio and Radio Drama as Form of Intercultural Communication – 

Wellesley College, July 5, 1944 

Radio & TV Audience Research (E.D.), draft for chapter of 

Applied Psychology, 1947 

Radio and Television Research, n.d. 

Radio and the Psychodrama, n.d., 1944 

Radio Can Create a Sterling Image, 1958 

Radio Commercials, n.d. 

Sales Appeals for Radio & TV (Al Sheppard), Sponsor Magazine, 

June 9, 1958 

What Radio Can Do For Us, n.d. 

WNEW, n.d., 1946 

Raise, n.d. 

Raisins, 1954 

Reading, n.d., 1974 

Reading: 

How to Read and Ad Intelligently, n.d. 

Who Reads What and Why, talk to Society of Magazine Writers, 

February 1953 

Recession, 1958 

Recession – Memo from E.D., n.d. 

Refrigerators, n.d. 

Resale – Usable Soul of Things (German), 1961 

Research, April 10, 1969 

Research – Seven Tenets of Creative Research, by E.D., 1960 

Research, Creative: 

A Credo For the Sixties, by E.D., March 25, 1960 

How Creative Research Can Provide New Advertising 

Approaches, n.d. 

Research as a Tool for Creative Work, AMA, n.d. 

86





B-173 Research, Creative: 

What This Ad Business Needs is Creative Research, June 4, 1954 

Research, Market: 

Depth Interviewing, n.d. 

Market Research Method, notes on, n.d., 1942 

Market Research Speech, April 1943 

New Dimension in Market Research, n.d. 

Psychology and Market Research, Harvard Business Review, n.d. 

Research Method Dilemma - American Marketing Association, 

Chicago, December 1950 

Sound Approach to Market Research, n.d. 

Understanding the Why of Human Actions, speech for American 

Marketing Association, December 1942 

Use of Psychology in Marketing Research, National Industrial 

Conference Board, February 1949 

Research, Motivation, n.d., 1948-1958 

Research, Motivation, n.d., 1951-1957 

Research, Motivation – Motivational Research for Continued 

Prosperity, n.d. 

Research, Motivational, n.d., October 1955 

Research, Motivational: 

7 Pitfalls from Motivational Research (notes for monthly Memo), 

June 1955 

13 Basic Safe-Guards of Reliability, Validity and Practical 

Usefulness of Motivational Research, n.d. 

Applied Psychology (E.D.), Encyclopedia Britannica Inc., July 23, 

1958 

Brand Image and National Image, Belgian AAA, October 19-21, 

1959 

Credo For Modern Research & Advertising, 1958 

E.D. Speech on Motivational Research – British Chamber of 

Commerce, Sao Paulo, October 1959 

Growth Through Improved Human Motivation, (Irving Gilman), 


B-174 How Motivational Research Can Help Advertising - Ohio State 

University Advertising Conference, October 1954 

87





B-174 Research, Motivational: 

How To Find and Solve Hidden Human Problems in Effective 

Newspaper Promotion, n.d., 1954 

Is Motivation Research A Science? – report of interview with E.D. 

& Charles Templeton, October 10, 1958 

Marketing, Merchandising and Motivations - AMA New York 

Chapter Newsletter, April 1955 

Mass Motivations and Advertising, n.d. 

Motiv-Forschung (E.D. in German), Frankfurter Allgemeine, May 

31, 1958 

Motivation & Advertising (E.D.) Magazine for Market & Opinion 

Research #3 (German), 1958 

Motivation Research & The Future of Advertising (E.D.), contacts 

– Paris, April 1, 1958 

Motivational Research, n.d. 

Motivational Research (delivered in French and German), March 

1956 

Motivational Research & Depth Communication, by E.D., June 30, 

1959 

Motivational Research & The Art of Business – (writing S.I. 

Lesser) ABWA Bulletin, February 1958 

Motivational Research: Friend or Enemy of Agencies, June 1959 

Motivational Research in The “Forward Look” - Goetz Brewery 

Show, April 1956 

Motivational Research Today (Irving Gilman), August 1957 

Motivational Research Today (Di Cyan & Brown), July 18, 1959 

Motivational Research, The Key to Opinions, Commercial and 

Public, n.d. 

Notes on Seminar at NYU – Dr. Dichter, January 28, 1959 

Practical Applications of Motivational Research to Trade and 

Industrial Advertising, November 1954 

Projective Techniques – summary of remarks, American Marketing 

Association, June 1955 

Research in Perspective – letter to editor, Advertising Agency 

Magazine, n.d. 

Scientifically Predicting & Understanding Human Behavior, 1955 

88





B-174 Research, Motivational: 

Scientifically Predicting & Understanding Human Behavior (Irving 

Gilman) Publicity Club, London, September 1957 

Series of Articles for Dallas Times Herald, December 11, 1957 

Size of the Sample & Role of Hypothesis in Motivational Research 

(E.D.) Gesellschaft Fur Marktforschung, 1958 

Speech on Motivational Studies (E.D.), Barcelona Spain, June 16, 

1958 

Text of Dr. Dichter‟s Speech before Sales & Advertising Club of 

Toronto, February 10, 1959 

What is Motivational Research? (E.D.), European Productivity, 

1956 

What‟s New in Motivational Research (F. Millman), Brooklyn 

State Psychiatric Forum, December 4, 1958 

Why Motivational Research Works (E.D.), ESOMAR-WAPOR 

Conference, Gothenburg Sweden, August 26-30, 1957) 

Research Organizations – Services, Facilities, n.d., 1975-1985 

Research Procedure: 

17 Suggestions for Effective Depth Interviewing (note to 

interviewers), n.d. 

Comments on Motivational Research, n.d. 

The Depth Interview in Motivational Research: General Info for 

Interviewers, n.d. 

Depth Interviewing Talk – Market Research Council, October 15, 

1943 

Projective Techniques, Projective Methods, Projectives, 1954 

Psychodramatic Research Project on Commodities as Inter-social 

Media, (E.D.), November 1944 

Psychological Research – A New Dimension in Market Research, 

n.d. 

Small Sample Studies: A Sound Approach to Market Research, 

n.d. 

Restaurants, n.d., 1955, 1971 

Restaurants: 

Neues Menue Fuer Restaurant Marketers, April 1971 

New Menus (in English and German), April 1971 

Newsday, Menus – Menus Mix Fact & Fancy, n.d. 

89





B-174 Restaurants: 

Personalization as Important as Specialization, Southern Beverage 

Journal, November 1971 

The Restaurant of Tomorrow, n.d. April 1971 

Retail Reporting Bureau, New York – Unsatisfied Needs of Today‟s 

Shopper, 1971 

Retail Stores – The Open Treasure Chests of the World, December 14, 

1965 

Retailing (A New Concept), The Power of Effective Suggestion – 

Mutual Store Principals‟ Meeting (Irving Gilman), November 9, 

1954 

Rice, n.d. 

Robots, n.d. 

Russian Article – Freud and Advertising, (personal history), 1966 

Safety: 

The #1 Lifesaving Challenge in America Today, 1958 

Auto – Misc., 1966-1967, 1972 

Material on Emotional Safety (sent to Daniel Moynihan for book), 

October 1959 

National Safety Council – Air Force Traffic Safety, October 16, 

1958 

Safety, Air – The Common Man – Up in the Air, n.d. 

Safety, Road – Motivational Research as Applied to The Problems of 

Road Safety, n.d. 

Sales – Listen, Prod, Learn, n.d. 

Sales, Direct Selling: 

Door-To-Door Selling is Back-Strong, January 1950 

Door-To-Door Selling – Why the Sudden Upsurge?, 1971 

Misc., n.d. 

Quickest Way to National Sales, 1955 

Sales, Selling: 

12 New Ways to Use Motivational Research to Build Sales, 


Business Needs Psychological Phase III and New Selling Methods 

Says Dr. Dichter, 1971 

How to Sell Your Product, 1972 

Seven New Selling Techniques, November 1956 

90





B-174 Sales Training: 

How to Get the Most Out of Your State Sales Guide, n.d. 

How to Sell the Prospect, Who Wants to Wait, n.d. 

Misc., n.d., 1954 

B-175 Salesman‟s Opportunity – Personal Selling: The Oldest & Newest 

Sales Method, n.d. 

Salesmen: 

Being Yourself – The Best Sales Approach, n.d. 

Did You Ask Your Customer His Age? (E.D.), American 

Salesman, 1958 

Five Things that May Annoy your Customers, n.d. 

How to Manage your Men Successfully, n.d. 

How to Retool for A Tougher ‟58 (E.D.), American Salesman, 

January 1958 

How to Turn the Tide of Recession (Salesmen Must Have 

a Positive Philosophy of Life), March 25, 1958 

How to Use Motivation to Stimulate Your Salesmen, November 1, 

1957 

Misc., n.d. 

Psychological Attitude of the Salesmen & the Retailer, 1954 

The Psychology of Sales Incentive, August 1954 

The Psychology of Sales Incentive – Premium Practice, August 

1954 

Publicity, Clippings, etc., November 6, 1964 

What Makes Salesmen Tick – Sales Executive Club of Los 

Angeles, November 1954 

What Psychology Can Do For a Sales Manager – American 

Management Association, June 1947 

Salesmen, Compensation – Are Your Salesmen Overpaid?, 1956 

Savings – Fun or Duty, 1968-1969 

Savings & Loan – Report on Attitudes, 1961 

Seat Belts – Clippings, Publicity, 1965 

Second Hand – The Second Hand Story, July 1953 

Seed Study, n.d., 1983 

Selfishness – Do You Know Men To Be Selfish, n.d. 

Selling, n.d. 

91





B-175 Selling: 

How to Tailor your Selling to the Individual Prospect (E.D.) 

American Salesman, January 1959 

The Human Being in the Job of Buying (E.D.) American Salesman, 

January 1959 

Motiviertes Verkaufen, Faz Blick Durch Die Wirtschaft, March 15, 

1965 

Selling American Products in Germany, n.d. 

Total Selling Though Motivational Research – Sales Executives 

Club of New York, June 4, 1959 

Semantics, n.d., 1949-1957 

Senses – Are You Out of Your Senses, n.d. 

Sensuous – Creating the Sensuous Store, POPAI speech Chicago, 

“Pulling the Motivational Sales Trigger”, October 3, 1973 

Sex: 

At What Point Do People Become Squeamish About Sex in a TV 

Commercial (Dr. Tibor Koeves), Sponsor Magazine, February 

4, 1958 

Clothes and Sex, n.d. 

Does Your Husband Consider You a Good Lover, n.d. 

Misc., n.d., 1957-1971 

What a Woman Can Learn from Kinsey Report (not published), 

January 1949 

What Causes Sexual Abnormalities, n.d. 

What Kind of Lover is Your Husband, June 1948 

What You Should Learn From the Kinsey Report, Real Romances, 

June 1948 

Why Men are Unfaithful, Real Romances (Love Clinic), 1947 

Shoes: 

Notes on Talk by E.D. at National Shoe Manufacturers 

Association, February 1954 

Publicity, n.d., 1963 

Qualitat Mode und Stil Geben Hand in Hand, n.d., 1975-1976 

Shoes, Purchase – Shoe Purchase Motivations, September 9, 1963 

Shoes, Women‟s – The Naked Foot of the Woman, August 1965 

Shooting – Kennedy, 1968 

Silver, Informational – International Silver – Sales Platform, n.d. 

92





B-175 Ski Magazine, 1962 

Skiing, n.d. 

Skiing – Dr. Dichter Studies Skiers‟ Motivations, 1976 

Skin – The Unknown Continent, n.d., 1973, 1978 

Skin, The Unknown Continent – Die Haut-der Unbekannte 

Kontinente, Festvortrag, March 23, 1973 

Sleep: 

Don‟t be Afraid of Bad Dreams, Journal of Living, February 1946 

Sleep, n.d. 

Take a Hint from Your Sleep, Journal of Living, April 1946 

Smell, n.d. 

Smoking: 

Motivating People to Stop Smoking, June 1969 

Psychology of Cigarette Smoking and Its Relationship to Fears and 

Cancer, July 19, 1955 

Psychology of Smoking and Selling, Wall Street Journal, July 14, 

1958 

Why Do You Smoke Cigarettes, n.d. 

Why Do we Smoke Cigarettes, n.d. 

Why People Smoke, August 1944 

Smoking, Cigarettes – Why Do You Smoke Cigarettes, n.d. 

Smoking (Pipe Smoking), n.d. 

Smoking, Tobacco – The Story of Tobacco and the Formation of the Big 

Four, August 1934 

Soap, n.d., 1948-1956 

Soap: 

Magic of Soap, n.d. 

Psychology of Soap (outline), n.d. 

Social Attitudes (Irving Gilman) – Are Social Attitudes Changing?, 

March 26, 1956 

Social Conscious – How to Sell Social Consciousness, n.d. 

Social Trends, n.d. 

Social Trends Measurement, May 14, 1970 

Social Welfare – What Motivates Lay Leadership in Social Welfare? 

(E.D.), National Social Welfare Assembly, September 28, 1956 

Socio-Biology, August 1, 1977 

Socks (for DuPont) – Dr. Dichter Studies the Field of Men‟s Apparel, n.d. 

93





B-175 Soft Drinks: 

Proposal to Proctor & Gamble Corp., 1982 

Soft Drinks and a Hard Life, n.d. 

Solar, n.d., 1976-1977 

Solar Energy – Cosanti Foundation, n.d., 1976-1977 

South Africa, n.d. 

South Africa – Misc. Printed Material, n.d., 1960-1961 

Soxologie, n.d., 1970-1971 

Soxologie – Essais Sur La Chaussette D‟Homme, October 1968 

B-176 Space Voyage, 1977 

Sporting Goods, n.d, 1970-1973 

Sports – What Makes a Fan? A Psychological Look at Baseball‟s Greatest 

Asset (E.D.), Sports Illustrated (draft), September 1959 

Sports, Skiing: 

Misc., n.d. 

Skiing USA, n.d. 

Skilautten – Sport Oder Spass? (in German), September 1970 

Why People Ski, n.d. 

Sports, Sporting Goods – Misc., n.d. 

Stress – From 9 to 5, n.d. 

Subliminal Perception: 

Doc Advises Clients That American Consumer Would Resist and 

Resent Any Form of “Subliminal Manipulation”, n.d., 1956-1957 

Misc., n.d., 1957 

Success Story – Cigars (after Ad for Forbes Magazine), 1968 

Surgery, Unnecessary – Misc. (Waterson), n.d., 1954 

Summer – Summer Economy (interview with Associated Press), June 17, 

1971 

Supermarket – The Supermarket in the World of The Changing Shopper, 

n..d 

Supermarkets – General, 1973 

Swimming Pools: 

Owners & Non-Owners, n.d. 

U.S., 1968-1969, 1976 

Symbolism, n.d., 1954-1958 

94





B-176 Symbolism: 

Non-Verbal Communication (E.D.), American Sociology Society, 

August 29, 1958 

Symbols, n.d., 1952-1967 

Symbols, n.d. 

Synthetics, n.d. 

Table Wares (see also Eating Habits), December 1978 

Tampon, Misc – Memo & Screening, 1972 

Taste – The Drama of Taste, n.d. 

Tea: 

Can We Build a New Tea Culture in the U.S. (E.D.), Tea Association, 


New Horizons for Iced Tea (E.D.), Coffee & Te Industries, May 1956 

Profile of Iced Tea (E.D.) Tea Council, New York City, April 13, 1958 

Tea, Iced – Creative Memo, 1958, 1976 

Teaching – A Psychologist in the Teacher‟s Seat, 1972 

Teaching Machines, n.d., 1964 

Technical: 

Motivating the Technical Mind, 1959 

Motivating the Technical Mind, Industrial Research, 1959 

Technology, n.d. 

Teenagers, 1957-1958 

Teenagers: 

Tackling the Teenagers (Alex Gochfeld) Electrical Women‟s 

Roundtable, April 8, 1958 

Teen-Agers: Cosmic and Cosmetic (Dr. Tibor Koeves), Fashion Group 

Inc., May 1, 1958 

Television, n.d., 1945-1957 

Television, 1945 

Television: 

American Broadcasting Company, n.d., 1953, 1958 

Dichter on Dracula, Sponsor Magazine, November 2, 1957 

MRP, n.d., 1957 

Psychologist Defends Westerns as Native Art Form, n.d., 1957 

Television Commercials: 

After you‟ve Bought the Time, n.d. 

The Commercial‟s Two-Way Street, January 7, 1957 

95





B-176 Television Commercials: 

Four New Dimensions in TV Testing for 1957, AAAA, November 

1957 

Studies in Commercial Effectiveness: Hamm‟s Beer, June 1957 

Television Guide – Psy-Color-Gy (Color Them Successful – Color in TV 

Commercials), September 1967 

TV, n.d., 1976 

TV Commercials, n.d., 1952-1959 

TV (Danet), n.d., 1970-1971 

TV: 

Daytime Television – Housewife and Day TV, 1950 

KRON-TV, n.d., 1961 

Program Idea – Slice of Life, n.d. 

Psychology of News Reports, November 1948 

The Role of Famous Personalities in Radio and TV Ads, n.d. 

WNET Correspondence – WBZ TV interview announcement, 1972 

Test Your Taste, n.d. 

Testimonials, 1957 

Textiles: 

American Fabrics, Permanent Press – Is It Permanent Virility, August 

1965 

American Fabrics, Textiles, Fashion and Erogenous Zones, 1967 

Being Your Own Boss – A Dream or Nightmare, n.d. 

Brand Them…But Don‟t Forget Them, Textile Reporter, n.d., 1954 

The Cotton Gin & Oil Mill Press, The Psychology of Textiles; Cotton- 

Sexy in a Quiet Way, July 23, 1960 

Emotional Appeals of Wool, Cotton, Silk, December 1956 

Laundry Journal, The Psychology of Textiles (chapter 2 & 3) Appeals, 

Romance, August 1960 

Love That Fiber, n.d., 1969 

B-177 Misc. Clippings, Publicity, etc., November 1965 

Nine Ways to Vitalize Textile Sales (E.D.), American Fabrics, 1958 

Psychology of Textiles, 1960 

Summary of Remarks, Association of National Advertisers (Textile 

Group) – 10 Ways to Make America Fabric Conscious, December 

17, 1959 

96





B-177 Textiles (Home), n.d. 

Textile Industries – 10 Ways to Make Americans Fabric-Conscious, 1957, 

1969 

Thirst Products, June 1965 

Tie Speech, n.d. 

Tiger in Your Tank – Exxon, May 9, 1979 

Time Magazine, 1940 

Time Magazine – Psychology & The Ads (personal history) May 13, 

1957 

Time Magazine – Psychoanalysis in Advertising (personal history) March 

25, 1940 

Timebuyer – TV Thrillers (Elegant Mystery Movies; The Elegant Gun, 

interview), February 1966 

Tipping, 1970 

Tipping – Coronet, August 1960 

Tipping, Psychology of – Prepared for Gilbert Millstein, New York Times 

Magazine, December 16, 1959 

Tires, 1973 

Tourism – Tourism is Music to Austria‟s Ear, reprint, New York Times, 

March 22, 1970 

Toy and Hobby World, May 18, 1970 

Toys, n.d., 1970 

Toys – What Toys Should You Buy…, n.d. 

Trade Association – Notes for Lecture, Chicago Trade Association, n.d. 

Trade Associations – Hidden Human Problems in Trade Association 

Work, American Trade Association Executives Journal, July 1954 

Trade Characters (France), n.d. 

Trade Characters – Betty Crocker is a Real Woman, 1953 

Traffic – USA, n.d. 

Transportation: 

Local Bus, n.d. 

Mass Transportation, various, n.d. 

National Transportation Policy Needs As Viewed By the Consumer, 

n.d. 

Vandalism & Law Enforcement, 1970 

Travel, n.d. 

Travel, n.d., 1977-1978 

97





B-177 Travel: 

Misc., n.d. 

Psychologist Looks at Travel Trends (lecture or article after trip to 

Japan), 1954 

Travel Research Association, conference Quebec, 1972 

Travel (Hudson), n.d., 1976, 1979 

Travel (Ingeman), n.d. 

Travel, Overseas: 

Persuading British People to Travel Abroad, January 1971 

What Should I Know When I Travel Abroad, n.d. 

Travel, U.S.: 

Invisible Wall Stops Foreign Travel, 1962 

What Happened to U.S. Magnetism? Why Tourists Don‟t Visit The 

U.S.A., n.d. 

Travel & Leisure Magazine, Caskie Stinnett, 1974, 1978 

Travel Smart, n.d., 1980 

Travel Speech, 1977-1978 

Travel Weekly, Attune Hospitality to Travelers Needs, speech before 

American Hotel & Motel Association, 1967 

Traveling: 

America On The Move – Duncan Hines Family dinner, Chicago, May 

11, 1959 

What Motivates People to Travel (E.D.), Canadian Tourist 

Association, September 24, 1958 

The Why of Travel (article by Irving Gilman), Canadian Tourist 

Association Convention Proceedings, n.d. 

Turtles - Mariculture, Ltd., October 1973 

Typology, n.d., 1956-1957 

U.S. Foreign Relations – Misc. Clippings, etc., 1971 

Unsatisfied Man, 1968 

Unsatisfied Needs – L’Impressa, Italy (The Invention of Unsatisfied 

Needs), 1968 

Urban Renewal, n.d. 

Urbanology, 1968 

Used Appliances: 

Second Hand Story, n.d. 

Used Appliance Problem, 1953 

98





B-177 Vacation, 1969 

Vacations, 1956, 1969 

Vacuums, August 12, 1965 

Vanity – How Vain Are You, n.d. 

Der Verkauferals Psychotherapeut, 1972 

Visual – Ry-Krisp, n.d. 

Visual Motivations, n.d. 

Visual Prunes, n.d., 1952-1954 

Voter Pool – The National Observer, 1971-1972 

Voting, n.d. 

Voting, 1971 

Voting: 

American Voters Blame Themselves Rather Than The Government, 

1975 

How Portland Increased It‟s Voting Participation, n.d. 

How to Get Out The Vote, n.d. 

Misc. Clippings, Publicity, etc., 1971-1972 

Portland, Maine, n.d., 1949, 1952 

The Undecided Voter is Not Neutral, 1968 

Why The Polls Were Wrong, n.d. 

Wallpaper – Wir Brauchen Ofters Tapetenwechsel, Tapeten Zeitung, (also 

found among reprints), May 20, 1976 

Watches – Omega, 1956 

War & Peace, n.d., 1977 

Weather (Hot), n.d. 

Westchester Magazine, 1971 

Western Personality – Tracking Down the Western Personality, January 

1955 

Wigs – Chicago Tribune, July 7, 1969 

Wines, n.d. 

Woman, May 1, 1967 

Women, n.d. 

99





B-177 Women: 

Conference on Women – New York, 1966 

Dichter Defines the New Type of Woman, November 20, 1964 

Femininity and Business Do Mix, n.d. 

Sales Management Magazine, Women Break From The Pattern, 1964, 

1965 

Why TV Shows Staring Women Are Enjoying Amazing Success, 


Women in Industry, n.d. 

Women‟s Lib – Don Daniels‟ column in the City, 1970 

Women‟s Liberation Movement, n.d. 

Wool – The National Wool Grower, We Need More Creativity in Meat 

Merchandising, 1970 

Word-of-Mouth, 1958 

Work, April 10, 1972 

Work, n.d., 1977 

Work – How Well Does Your Work Motivate You, n.d. 

World – What is Real-And What Isn‟t, National Enquirer, n.d. 

The World Consumer - Auto Nation, Lab Notes, n.d. 

Yankelovich – The Yankelovich Monitor, n.d., 1974 

Young Man Market – DuPont (Peacock Revolution – speech), 

February 1966 

Youth: 

Publicity, 1965 

Youth Market: Are They Mini-Adults…, 1970 

Youth and Development, 1970 

Youth and Drugs, New York Post – Anti-Drug Ads Boomerang, 

1970 

100




Correspondence 

This Subgroup consists of 37 linear feet of Dr. Dichter’s correspondence files. 

Dichter kept his correspondence in several distinct series but seems to have rearranged 

them on several occasions, especially after his last move, when he kept certain files 

upstairs in his office and relegated others to storage. Because the correspondence deals 

extensively with Dichter’s writing and publishing, with soliciting clients for his 

motivational studies and seminars, and with arranging publicizing his activities, there is 

considerable overlap with all the other series of Dr. Dichter’s writings. When the 

Institute was at its peak and Dichter had a number of secretaries, the filing systems were 

more elaborate and precise than they were in his later years after moving out of the 

Castle. Nevertheless, there are considerable inconsistencies in the filing. For example, 

correspondence on the same basic matters may be filed partly under brand or product 

name and partly under company name. Company names may be filed in both direct and 

inverted order, e.g., as S.C. Johnson, Johnson (S.C.) or Johnson’s Wax. Dichter 

continued an active if reduced correspondence until the year before his death. A 

substantial part of Dichter’s correspondence is in his native German. The greater part of 

it is also in thin files, reflecting many short-term transactions. The fewer thick files 

reflect long-term relationships, such as those with professional colleagues and publishing 

houses. Much of Dichter’s work was dependent upon contacts that were both 

professional and personal, and this is reflected in the content of many of the files, which 

may include things like Christmas cards and other personal greetings. However, there are 

no files of purely personal or family correspondence. 

The smallest series is Dichter’s chronological file, covering the years 1976-1983 and 

1985-1990. These are simply carbon copies of outbound letters on a variety of subjects, 

including arrangements with publishers, soliciting speaking engagements, negotiations 

regarding proposals and studies, and some of the more mundane business of running the 

Institute, such as customer complaints, relations with the local authorities, and the like. 

What Dichter called his “Foreign Correspondence” consists of seven linear feet and 

covers the years 1956 to 1990. As might be expected, the bulk of the files date from the 

1970s to the mid-1980s, when Dichter’s foreign work was at its peak. This series 

consists of files that Dichter chose to arrange by country, but letters to foreign clients and 

contacts can be found in the other correspondence series as well. This correspondence 

deals with Dichter’s motivational work for foreign clients, with foreign publishing 

ventures, speaking engagements, and seminars, and foreign travel. The majority of the 

files deal with Austria, Germany and Switzerland, with lesser amounts of material on 

Australasia, Belgium, Brazil, Canada, Czechoslovakia, Great Britain, India, Israel, Italy, 

Japan, Mexico, Portugal, Russia, Scandinavia, South Africa, Spain, and Venezuela. The 

“Russia” files deal with Dichter’s late work in that country in 1988-1990. “Blue Book” 

101





was Dichter’s term for lists of contacts and correspondents in a particular country. There 

are a few minor exchanges with foreign dignitaries such as Austrian Chancellor Bruno 

Kreisky and Mayor of Jerusalem Teddy Kollek. 

The “Downstairs Office Files,” 15 linear feet, represent the core of Dichter’s 

correspondence as it was moved from the Castle to the downstairs office in his last home 

at Cortlandt Manor. While the span date of the files runs from a 1937 letter from the 

Viennese psychoanalyst Dr. Wilhelm Stekel (1868-1940) all the way to 1989, the vast 

majority date between 1972 and 1985, the period in which Dr. Dichter had repurchased 

his business from Lehigh Valley Industries, Inc., and still retained a large number of 

American and foreign clients. Regrettably, the presumably equally large volume of 

Dichter’s pre-1972 correspondence has been lost. 

As noted, the largest part of this correspondence deals with Dichter’s clients, that is, it 

supports the research proposals and studies. There are also a much smaller number of 

topical files of materials collected by Dichter on such subjects as Watergate and cultural 

bellwethers like the Bhagwan Shree Rajneesh, plus “fan mail” from a wide range of 

former students and admirers. The files also document Dr. Dichter’s role as a teacher of 

marketing at Mercy College and Nova University, including course outlines and copies of 

some students’ seminar papers, and his relationship with Herman Kahn and the Hudson 

Institute. Lastly, the files contain some limited information on Dichter’s participation in 

local community affairs. 

The “Upstairs Office Files,” 6.5 linear feet, are the portion of his correspondence that 

Dichter kept in what was, during his last years, his primary work space. Although some 

earlier files, dating back as early as 1965, were brought there for reference, the bulk of 

the material begins in the mid 1980s. In fact, many letters were simply collected in files 

designated “Pending,” reflecting the unfinished nature of things when Dichter was no 

longer able to work. There are also a few letters regarding the settling of some of his 

affairs, and a collection of obituaries. The files basically represent the final parts of 

material contained in other series, including all the other correspondence. They cover 

Dichter’s late work for both foreign and domestic clients, his teaching and lecturing 

positions (including some student papers), and dealings with publishers and journals. 

There are also files relating to Dichter’s attempts to have his work continued by an 

academic institute and to sell his archive, a limited exchange with Daniel Horowitz, who 

was working on a Dichter biography, and post-1980 “fan mail.” Also of note is 

correspondence regarding a program produced by PBS television station WNET Channel 

13 in New York on cultural figures who came to the U.S. to escape the Nazis in the 

1930s, and an official medal bestowed upon Dichter by the Austrian government in 1990. 

102





The “Files on Publications,” 5.5 linear feet, consists primarily of Dichter’s 

correspondence with his publishers regarding book contracts, foreign literary rights, 

assignment of copyright, reviews of Dichter’s books, and similar issues. This series also 

includes some drafts, and most of the material dealing with the Sacha books published by 

Hachette in Paris has been collected here. The oldest item is the script for a 1946 radio 

program, “So You Think You Know People.” This series also includes billings, notes, 

and correspondence covering the production and sale of Dichter’s newsletter Findings 

from 1975 to 1988, which among other things contain evidence of some American firms’ 

abandoning Dichter as they concluded that his insights had become stale. 

“Files on Operations,” 2 linear feet, are a miscellany of items relating to the operations 

of Dichter’s Institute under its several successive names. They include some of Dichter’s 

personal address books and appointment books (1954-1968), applications for 

employment, paste-ups and copies of various Institute brochures, client and contact lists, 

business cards, lists of interviewers and researchers, instructions and forms for 

conducting depth interviews and certain studies, lists of Dichter publications for sale, and 

files on promotional activities. Of particular note are a 1955 Wechsler Adult Intelligence 

(IQ) test marketed by the Psychological Corporation, and trade catalogs for other 

psychological tests and apparatus. 

103




SERIES I CHRONOLOGICAL FILES 

B-178 Letters sent, 1976-1983 

Letters sent, July 1985-November 1990 

SERIES II FOREIGN CORRESPONDENCE 

B-179 Alpbach – Europäisches Forum Alpbach, 1983 

Arbeitsgemeinschaft Buroorganisation (Noever) – EMPTY FILE 

Argentina, 1977 

Argentina – Blue Book, 1983 

Australia Files: 

Blue Book, n.d. 

Australian/New Zealand Trip, 1971-1972 

John P. Young & Assoc., 1971-1984 

Marketing Analysis M.A.A. (Tim Walsh), 1971-1972 

University of Adelaide, South Australia, 1975 

Austria - Addresses, 1986-1988 

Austria – Graz, Akademie Für Führungskräfte, 1971 

Austria- Vienna – November Trip, 1987 

Austria Files: 

ArböService – Cars, 1988 

Austrian Award – Service Cross for Arts and Sciences, n.d. 

Austrian National Tourist Office, 1977 

Bartberg, 1983-1984 

Billa (Karl Wlaschek), 1970 


Brigitte Österreich, 1974 

Bunzl & Biach A.G., 1978-1982 

Chemia Gesellschaft, 1980, 1983 

CIES – The International Center for Companies of the Food Trade 

and Industry (Dr. Herbert P. Koenig), 1989 

City of Vienna – After Ad (Rathaus-Mann), 1967 

Dog Food – Wöv, 1977 

Expo 95, 1989-1990 [contains glass pin] 

Expo 95 (Grey Communications Group) [contains glass pin], 1990 

Expo 95 (Gehard Felti), 1989-1990 

Expo 95 (Publicity), 1990 

Fend, Anton, 1979 

104





B-179 Austria Files: 

Gessler, Max, 1983 

Grazer Südost-Messe, 1982 

Handelskammer Steinermark, 1982 

Hernstein – Seminar, 1970-1973 

Hübner Vamag, 1972-1973 

Institut Fuer Werbewissenschaft Und Marktforschung (Dr. 

Skowronnek), 1967-1970 

Karmasin, Dr. Fritz, 1970-1979 

Kelly Gesellschaft – Herbert Rast, 1974, 1977 

Klanfer, Julius (Wiener Instituts für Entwicklungsfragen), 1966- 

1967 

Klinger, Mag. Alberick – Krems, 1989 

Koszler Werbung KS (Mr. K. Kopta), 1969-1971 

Krainer, Graz, 1971 

Kreisky, Dr. Bruno, 1967 

Kulhavy, Dr. E. – Institut fuer Internationales Marketing (Linz), 

1970-1973 

Linz, 1977-1978 

Loewa Warenhandel Gesellschaft (Dr. Herbert P. Koenig), 1989 

Magistrat der Stadt Wien (Dr. Foltinke, Senatsrat), 1973 

Marketing-Und Verkaufsleiterclub Österreich, 1970 

Markt-Informationen Gesellschaft, 1969 

Michalski, Gertraud, 1980 

Milchwerbung Für Niederosterreich, 1970, 1979 

Miscellany – Austria, 1977-1984 

Miscellaneous Austrian Publications, 1969-1972 [contains pins] 

Mittag, Dr. – Hager Gesellschaft K.G., 1973-1974 

Molden, Fritz (Pres. Auslandsoesterreichwerk), 1980-1982 

Mozart 200 Celebration (Harald Ronacher, Salzburg), 1989 

Noever, Peter (Arbeitsgemeinschaft Büroorganisation, Svoboda, 

etc.(1979-1984 

Öesterreichische Kommerzialbank (Dr. Elemer Balogh) = Chase 

Manhattan, 1969 

Orac Verlag, 1989-1990 

ORF – Österreichischer Rundfunk (Austrian Radio and 

Television), 1983-1984 

Österreichische Akademie für Führungschräfte, 1971 

105





B-179 Austria Files: 

Österreichische Fremdenverkehrswerbung (Dr. H. Langer-Hansel), 

1970-1984 

Payer-Lux (Porche design Razor), 1983 

R. Svoboda & Co., 1981 

Regeneratorium St. Georgener Hof, 1979 

Salzburg, 1982 

Solidarität, 1970 

B-180 Sperry-Univac (Vienna), 1982-1983 

Theme das Wirtschaftsmagazin (Signum), 1979-1982 

Vienna, 1969-1977 

Vienna – Friends, 1956-1958 

Vienna, March ’77, 1977 

Vienna (May), 1980 

Vorarlberger (embroidery), 1979-1989 

Vorarlberger – Wirtschafts Forum, 1989 

Wechner, Dr. Norbert, 1978 

Wella Österreich, 1980 

Wiener Allianz Versicherungs A.G., 1968-1973 

Wirtschaftsförderungsinstitut Wien – Institut für 

Unternehmensführung, Kammer der gewerblichen Wirtschaft, 

1970 

Zeitschriftenverlag Für Architektur und Bauwesen (Planen-Bauen- 

Wohnen), 1969 

Zentralsparkasse Geschaftsber (Furniture of the Future), 1988 

Zwink, Kurt, 1979-1980, 1989 

Belgium Files: 

Antwerp, 1982-1983 

Belgium misc., 1974 


Elopak Nederland b.v., 1978-1983 

Tetra Pak, 1984 

Brazil Files: 

Blue Book, 1959 

Brasil MCB (Management Center do Brasil), 1981 

Brazil, 1959 

106





B-180 Brazil Files: 

Brazil Misc., 1972-1980 

Caribbean Travel Assn. – Herbert L. Hiller (Florida International 

Univ.), 1973 

Canada Files: 

Association of Canadian Advertisers, Ltd., 1977 

Baker, Lovick Ltd., 1973 

Camp Associates Advertising Ltd., 1972-1973 

Canada, 1974-1976 

The Canadian – Michael Hanlon, editor (re: “Consumer Protection 

Starts with You”), 1968 

Canadian Government Office of Tourism, n.d. 

Canadian Government Travel Bureau, 1971-1972 

Confectionery Association of Canada, 1972 

Contacts, 1973-1978 

Datastar (Walter Haulena), 1979-1980 

Institute of Canadian Advertising, 1979 

Packaging Association of Canada, 1977 

PSAC – Public Service Alliance of Canada, 1979-1980 

Radio Quebec, 1977 

Societal – Montreal, 1982-1984 

Travel Industry Association of Canada, 1972 

University of Ottawa, 1975 

Vancouver (Nabob Foods Ltd.), 1982 

Client List (Europe), 1966-1969 

Colombia Files: 

Productora Nacional de Alimentos S.A., 1977 

Czechoslovakia Files: 


Czeckoslovakia, 1972-1976 

Prague Lectures, 1967-1968 

Socialistic Academy (Walter Haulena), 1967-1969 

Denmark Files: 


Brandt, Merete, 1979 

Hovind, Jorge, 1974 

Literary, 1972 

107





B-180 Europe Promotion, 1958-1975 

France Files: 

Expansion, 1970 

Herald Tribune, 1966-1967 

Traffic Study (Piste Juniors 1972 – “Police Nationale – Peugot 

204”, 1972 

Germany Files: 

Absatzwirtschaft – Dussledorf (Mr. Palike), 1978 

Agentour Press – Marlboro, 1979 

Allgemeiner Deutscher (automobile) – Klaus Peter Heim, 1973 

American Chamber of Commerce (Frankfurt), 1975 

American Embassy, 1974 

Arbeitsgemeinschaft Selbständiger Unternehmer – Dr. Odenhal, 

1969 

Aufdembrinke, Edith, 1982-1983 

Bally – (C.F. Bally A.G.), 1975-1978 

Basis Werbeagentur – yogurt (w/slides), 1972 

Basten, Karl Albert, 1971 

Baums, Mang und Zimmerman, 1979 

Bausparkassen Mainz, 1969-1972 

Bayerischer Werbefachverband EV, 1966-1969 

B-181 BDVT – Bund Deutscher Verkaufsförderer u nd Verkaufstrainer 

EV, 1982 

BDW – Bund Doutscher Werbeberater EV, 1972-1977 

Beck – Ludwig Beck, 1981 

Behrens, Karl Christian, 1972 

Bertelsmann Verlag, 1973-1976 

Biosthetik, 1978, 1981 

Bläse, Günter, 1971-1973 


BMW, 1982 

Bonn, 1974 

Bund Fürlebensmittelrecht und Lebensmittelkunde EV, 1978 

Bundesverband des Deutschen Versandhandels EV, 1967-1968 

Burda Publications, 1967-1978 

BWF – Bayerischer Werbe-Fachverband EV, 1972-1974 

108





B-181 Germany Files: 

C & A, n.d. [2 files] 

C & A, 1968-1979 

C & A – Costa Smeralda, 1969-1970 

C. & A. Brenninkmeyer, 1966-1977 

CAPITAL, 1969-1970 

Catapult (contract), 1970 

Chamber of Commerce, 1976 

Chefredakteur (Friedheim Pälike), 1978 

Clos-O-Mat (toilets), 1976 

Coca-Cola, 1979 

Compton Werbeagentur, 1972 

Contact Werbung G.m.b.H., 1966 

Contour – Walter Rissel, 1973 

Deidesheimer (computer), 1974 

Der Krankenhausarzt (Dr. Karl Jeute), 1972 

Deutsche Bundesbahn, 1967 

Deutsch Gesellschaft für Bluttransfusion, 1972 [w/photos] 

Deutscher Fachverlag, 1967-1981 

D.I.B. – Deutsches Institut für Betriebswirtschaft E.V., 1975 

Doebeli, Dr. Peter, 1978-1987 

Drugofa Köln, 1980 

Eckert, Dr. Dieter, 1973 

Econo-Verlag, 1977-1985 

Econo-Verlag – Überzeugen Nicht Verführen, 1971-1984 

“ES” Magazine (Gruner & Jahr), 1968-1969 

Europa Chenze, 1975-1976 

Farbwerke Hoechst AG (Dr. Horst Rodenberg), 1966, 1979 

Feger, Herbert – Service Crew, 1982-1984 

Festo Pneumatic, 1978 

Fiedler – Winifred Fiedler & Partner, 1980 

Film, 1969-1972 

Film – Life of Dr. Dichter (Bayerischer Rundfunk), 1969-1970 

Film – Studie, 1969-1970 

Filmförderungsanstalt, 1969 

Findings – German Translations, n.d. 

Fischer, Dr. Ludwig – Presseteam, 1982-1983 

Flume, Rudolf, 1979-1981 

109






4711 (Köln) – Cologne & Parfümerie, 1973-1975 

Frankfurter Allgemeine, 1965-1977 

Fritz Knapp Verlag, 1979 

Future (Conquering) – Schimmelpfenghaus, 1974 

Future Books – Welt Des Buches, 1974 

Geanderte Konsument, 1984 

General Electric Plastics, 1979 

Getas (Mr. H.J. Ohde), 1973 

Glaswerk Schuller GmbH, 1974 

Gold (mail), 1984 

Gold – “Marketing Plus: Finding the Hidden Gold in the 

Marketplace!”, 1988 

Gold – Rejects, n.d. 

Graf, Friedrich R., 1981-1982 

Graphix (Verlag Karl Thiemig K.G.), 1966 

GWI, 1982-1983 

B-182 Hahn – Dr. Carl Hahn GmbH, 1973-1980 

Hans Holzmann Vrelag GmbH & Co., 1968 

Heilbronn, 1982 

Hoechst, 1979 

Hopf, Dr. Andreas, 1978 

Hoppe, Dr. Udo, 1982-1983 

Hutschenreuther AG, 1978-1984 

ICI – Institut für Creatiaves Innovationsmanagement und 

Unternchmensstrategic, 1988-1989 

Industrie Club, 1975 

Insel-Film G.m.b.H. – Mr. Norbert Handwerk, 1963-1984 

Interpack 84, 1984 

Informationsstelle für Datentechnik, 1974 

“Invest in USA” Conference, 1968-1974 

Karlsruhe 3 Cosmetic – File Empty 

Kauler, Dipl. Kfm. Kurt, 1976 

Kieschke, Alfred, 1974 

Kitchen – Köln, 1979 

Kleet, Dr. Roderich, 1979 

Kluwer Seminar GmbH, 1978-1979 

110






Köhn, Dieter – Life Size Portrait, 1982 

Kopp, Hubert – Werbeagentur Kopp GmbH, 1974-1975 

Korte, Friedrich H., 1970 

Kosmetik, 1971-1973 

Kraft – seminar, 1989 

Kreidler Werke GmbH (mopeds), 1978 

Krötz, Robert, 1983 

Krüger, Werner, 1970-1972 

Laboratoire Biocosmétique, 1976-1980 

Laboratoire Biosthetique Ltd., 1980 

Landesvereinigung der Milchwirtschaft (Rainer Kügler), 1974 


Lohwasser, Herrn, 1978 

Lorch-Verlag GmbH (Herrn Henselder), 1972-1978 

Lorch-Verlag GmbH – Current w/photos, 1977-1978 

Management-Institut (Baum), 1970 

Marginalien – 1979-1980 

Marginalien (1-5), 1980-1981 

Marginalien – Laboratoire Bioscometique, 1978-1980 

Maritime, 1982 

Marketeing Journal – Wolfgang K.A. Disch, 1981-1982 

Markt-Kommunikation, 1972 

Medical Tribune, 1973-1977 

Mercedes-Benz (Diamler-Benz), 1967-1978 

Merz & Co. – Brasil, 1978 

Merz & Co. – Chemische Fabrik, 1977-1978 

Miscellaneous A to F, 1965-1979 

Miscellaneous G to M, 1963-1977 

Miscellaneous N to Z, 1972-1978 

Mittag, Dr. Med. Judith, 1976-1987 

Möbel-Becker KS (Heinz Becker), 1973-1975 

Moderne Industrie, 1989-1990 

Molokotos – A. Molokotos and Sons, S.A. (Athens, Greece), 1977- 

1987 

Morawa, Dr. Hans, 1981-1983 

Morawa, Dr. Hans – Human Factor, 1979-1982 

Moser, Hans, 1977 

111






Munich, 1976-1981 

Munich – Mann Im Spannungs / Feld Der Technik, 1977 

Munich – Morawa, Dr. Hans, 1977-1983 

NDR – Nord Deutscher Rundfunk, 1977 

Nino & Co., 1968-1969 

Ogilvy (Heumann, Ogilvy & Mather GmbH & Co., 1973 

Peat, Marwick, Mitchell & Co., 1983 

Pfanni-Werk AG, 1970-1971 

Pfizer-Consumer Products &Vormelker, J.), 1973 

Pischner, Dr. Jur. Joachim, 1970 

Pitney – Adrema Pitney Bowes (Frankfurt), 1974 

B-183 P.M. – Mossleitner, Peter, 1979 

Poeschel – C.E. Poeschel Verlag, 1973-1974 

Press Release, 1970 

Publicity, 1981 [file 1] 

Publicity, 1982-1983 [file 2] 

Publicity, 1982-1983 [file 3] 

Publix, 1969 

Pulvermuller, Herrn (Hamburg), 1978 

Regent Möbel, 1983 

Reiker & Co. – Schuhfabriken (shoe factories), 1969 

Reiser, Hans-Peter, 1976-1977 

Rive, Herrn Egon (Eidetic Perception Seminars), 1976-1977 

Rosenthal Glas und Porzellan AG, 1969 

Rüdiger Ruoss, 1974 

Ruhr-Studio (Stock-Rother, Dr.), 1968-1979 

Rutsch, frl. Corinna (c/o ED-Zurich), 1977 

Schempp, Dieter, 1977 

Scheuch, Prof. Dr. Erwin, Direktor des Instituts für Vergleichende 

Sozialforschung der Universität Köln, 1966 

Schmank (?) - knitting, 1987 

Scholl – Dr. Scholl, 1978 

Schubart, Dr. Maximilian, 1978 

Schuchard & Friese, 1977 

Schulten, 1969 

Service Crew, 1976-1981 

112






Sicherheits-Skibindungen (Hannes Marker Sicherheits- 

Skibindungen), 1970 

Siemens, 1970-1971 

Singer Gesellschaft MBH, 1975 

Sioux Schuhfabriken, 1977 

Söhnlein, 1977-1980 

Spoga-Messe (Cologne), 1969 

St. Gallen, 1968-1972 

Steffen & Gabriel Werbeagentur, 1978-1979 

Steiner, Kurt F., 1982 

Strauss, Franz Josef, 1979 

Süddeutscher Rundfunk Stuttgart, 1979 

Tapetenzeitung, 1976 

TetraPak (Carl R. Hoffmann), 1977-1983 

Thouet, n.d., 1975-1976 

TPR – Time Public Relations GmbH, 1973 

Troost, Grete, 1977-1980 

Turtle Study – Correction Copy (Dr. Mittag) / Cayman Turtle 

Farm, 1981 

Turtle Study – Material, 1981 

Turtle Study – Original, 1981 

Turtle Study – Type from Copy (Fact Sheets), 1981 

Verlag und Invest, 1979 

Vital, 1979-1983 

Vogel, Ferdinand A., 1978 

Voight, Walter, 1976 

Wächter, 1978-1981 

Wehrenalp (Erwin Barth von Wehrenalp), 1987-1988 

Weingut Ferdinand Pieroth Wenkellerei GmbH, 1974-1975 

Weirich (Dr.) & Frings GmbH & Co. KG, 1976 

Wella Aktiengesellschafat, 1978 

Welt – Die Welt, 1974 

Werbeagentur (DWA Werbeagentur C.P. Weiland Co.), 1982 

Wirtschaftsclub, 1979 

Wort, 1978-1985 

Wülfing – Johann A. Wülfing – Bauer & Cie., 1974-1975 

Wüstenrot, 1977-1980 

113






Zanders, 1982-1983 

Zeit – Die Zeit, 1980 

Zentis – Franz Zentis Konfitüren – und Süsswarenfabrik, 1978 

Hungary Files – 

Miscellaneous, 1965, 1972 

India Files – 

Interviewers, 1968 

Management and Human Behavior Counsel, 1972 


Pai, Ramesh, 1973-1975 

University of Calcutta, 1973 

Indonesia – S. Takur, Ai IsJahbana, 1987 

Interview – Europe, 1974 

Iran, 1973 

Ireland Files – 

Blue Book, 1961-1967 

United Distillers of Ireland (Kevin McCourt), 1969-1972 

Israel Files – 

Bing-Linial, 1973 

Blue Book, n.d., 1971 

Champion Motors – Jacob Reemy, 1957-1985 

Dagon, 1970 

DAHAF Research Institute, 1971 

Ernest Dichter & Associates – J. Rubinstein, Tel-Aviv, 1966 

Haifa University (Bensley, Dinur…), 1972 

Hebrew University of Jerusalem, 1971 

Israel Institute of Applied Social Research, 1971 

Jewish Academy, 1971-1972 

Kollek, Teddy – Mayor of Jerusalem, 1971 

Lerman, Pelley, 1971 


Perry, Dr. Arnon, 1974 

B-184 Michman – Institute of Managerial Science (Michael Perry), 1971 

Reemy, Jacob, 1975 

Tel-Aviv University (Michael Perry), 1970-1971 

Tel-Aviv University – Institute for Innovation (Dr. Arnon Perry), 

1973-1974 

114





B-184 Israel Files: 

Telma Products (Ernst Teltsch), 1972 

University of the Negev (David Tuviyahu), 1970 

Wissotzky Tea, 1963, 1971 

Italy Files – 


Ciser (Serge Lieto – Dr. Platania), 1970 

Corriere DeLia Sera / Prestigio (Alfio Colussi), 1964-1970 

Fabris, Dr. Giampaolo – Demoskopea Srl, 1962-1968 

Ferracuti, Franco, M.D., 1973 

P. Ferrero & C. S.p.A., 1962, 1967 

Formichella, Romano, 1975 



Politics, Italian (publicity re study for Italian leader), 1963 

RAI – Radiotelevisione Italiana, 1972 

Japan Files – 

Blue Book, n.d., 1967, 1969 

Interviewers, 1967-1968 

Japan, (study), 1979 

Japan Marketing Agency, Ltd. (Mr. Yoshiva Iwasa, Dir.), 1974 

Japanese Economics (Yano Economic Research Institute Co., 

Ltd.), 1978-1981 

Kintetsu International (Tatsuro Tomatsuri), 1978-1979 

Marketing Opportunities in Japan, 1979 


Nihon Research Kenkyujo, K.K., 1975 

Nippon Research Center, Ltd., 1977-1978 

Latin America Files – 

Neira-Melendez, Dr. Leopoldo, 1985 

London Files: 

Aslib, 1972 

Associated Business Programmes Limited, 1971 

BBC (The British Broadcasting Corp.) – Interview, 1982 

Cadbury Schweppes Limited, 1973 

Correspondence, 1982-1989 

CRAM – Cooper Research and Marketing [Barbara J. Mostyn 

(Williams)], 1978-1981 

115





B-184 London Files: 

Eagle, Alexander Limited (Princess Elizabeth Galitzine), 1975- 

1976 

The Economist Intelligence Unit Limited (Hobby & Leisure Time 

trends), 1973 

England – Miscellaneous, 1975, 1977 

General Mills Europe (Smiths Snacks), 1974 

Hepworths Hand Cut Tailoring (N. Shuttleworth), 1973 

J & H International (A. Lyons, V.P.), 1971 

McGraw-Hill, England, 1971-1972 

Mostyn, Barbara Williams, 1973 

Symington & Partners, 1981 

Taucher Advertising, 1972-1973 

Volkswagen GB Ltd. (Mr. John Wagner), 1973 

Mexico Files – 

Alvarez-Gayou, Dr. Juan Luis – Universdad Nacional, 1974-1976 

Associacion Mexicana de Agencias de Publicidad, 1958-1960 

Banco de Mexico, S.A., 1978 

Belfrage, Mary & Cedric, 1973 


Correspondence, 1976 

Diaz, Domingo Asiain, 1975-1976 



Pasquel, Gabriela, 1978 

Productividad (Centro Nacional de Productividad), 1975 

Questionnaire, n.d. 

Radiodifusion (Victoria E. Perez de Leon), 1974 

Misc. (contains addresses & address book), n.d. 

Morocco Files – 

Miscellaneous, n.d. 

Motivlexikon 

Netherlands Files – 

Holtzman, Michael, 1972-1973 

Netherlands National Tourist Office, 1977 

New Zealand Files – 

Heylen Research Center (J. Paul Heylen), 1971-1972 


116





B-184 Norway Files – 


Schjander, Mr. N., 1979 

Paris Files – 

Questions, 1983 

Philippines Files – 


Philippine Psychological Corporation, 1977-1979 

Portugal Files – 

Azores, n.d. 


Ciesa Publicidade Portuguesa, 1962-1964 

Gabinete de Estudos Economico-Sociais, 1960-1973 

Livraria Moraes (Portuguese Rights), 1976 


Protāsio, Telmo (T. Protāsio, LDA), 1973-1974 

Press List (Foreign), 1977 

Promotional Material, 1971 

Puerto Rico Files – 



Need for Efficient Distribution of Food, 1960 

Russia Files – 

Moscow, 1990 

Moscow – Survey, new, 1988-1989 

B-185 MD Enterprises – Correspondence, 1989 

MD Enterprises – Questionnaire, 1989-1990 

MD Enterprises – Soviet Vneshtorgizdat and MD Enterprises joint 

venture), 1988-1989 

Publicity and Ads, 1989 

Russia, 1989 

Tests, 1974-1984 

Samoa Files – 


The Cry of Mataaf for His People to the Three Great Powers, (2 

copies), 1899 


Miscellaneous (H. Moors), 1958-1971 

117





B-185 South Africa Files – 

Bernstein, Wilson & Robinson, 1958-1972 


Cheseborough-Ponds International Ltd., 1963-1966 

ICR – International Consumer Research Co., 1962-1969 



Miscellaneous (spirits, shoes, social research), 1963-1970 

Reckitt & Colman, 1963-1969 

Spain Files – 


Dayax, S.A., 1974 


Sweden Files – 


Elinderbolagen (Erik Klinder), 1973 


Roostal Development, 1977 

SARA (Statsforet AG), 1976 

Switzerland Files – 

Berichthaus AG, 1990 


Coca-Cola – Zurich, 1972 

Combaz, Herr Peter, 1977-1978 

Doetsch, Grether & Cie. AG, 1963-1969 

Doebeli, Dr. H.P. – Contract, 1966-1971 

Duttweiler, Gottlieb, 1959 

European Potato Chip Association, 1973-1975 

Gisler & Gisler, 1973-1975 

Giser & Gisler (Mrs. Doris Gisler correspondence), 1973-1977 

Gretag (study for Doebli), 1990 

Hochschule St. Gallen, 1972 

L’entreprise de demain (Monsieur Michel Pidoux, treasurer), 1974 


Lorsa S.A., 1976 

Marti, 1988 


Omni, 1983-1984 

118





B-185 Switzerland Files – 

Pharma-Cosma A.G., 1972-1973 

Philip Morris, 1976 

Plüss-Staufer A.G., 1971 

R.J. Reynolds Tobacco, 1972 

Sandoz A.G., 1972 

Schmidt, Willy (WLS Marketing), 1973 

Schweiz – Zurich, 1972 

Schweizerische Bankgesellschaft (Dr. Karl Völk), 1977 

Schweizerisches Institut Fuer Hoehere Kaufmannische Bildung, 

1970-1971 

Umweltschultz (Felix Thomann, Interviewer), 1972 

Vernar, Dr. Ludwig, 1978-1979 

Vogel, Dr. G.P., 1970-1973 

Woog, Philippe-GuyE., 1973-1982 

ZDF Redaktion Bilanz (Karl Gruen), 1971 

Zurich, 1976 

Venezuela Files – 

ABC-McCann Publicidad, S.A., 1978 


Fergus – Import, Export, 1973 

Venezuelan-American Relations, n.d. 

Yugoslavia Files – 

Privredna Propaganda, 1968-1970 

Miscellaneous, n.d., 1964, 1976 

SERIES III DOWNSTAIRS OFFICE FILES 

B-186 A – Miscellaneous Promotion, 1967-1976 

A-Z – Miscellaneous Correspondence, 1976. n.d. 

Abel Transportation Systems, Inc., n.d. 

Abend, C. Joshua – Consumer Products, Div. of SCM Corp., 1976 

AT&T Proposal, 1982 

Academic – Correspondence from Universities, 1972-1977 

Achievement Concepts, ca.1975 

Acorn Communications, Inc., 1981 

AC Transit (Oakland, CA), 1975 

119





B-186 Advanced Health Systems, Inc., 1978 

Advertising Age, 1971-1981 

Advertising Club of Westchester, Inc., 1979 

Advertising Copy, 1944, 1956, 1957, n.d. 

Advertising Federation of America – Conference brochure, 1957 

Advertising Research Foundation, 1976, 1977, 1985-1986 

Advertising Specialty Institute, 1972 

Affiliated Advertising Agencies International, Inc., 1978-1979 

Age (third age project), 1971-1973, n.d. 

Aging, Special Committee on, 1972 

Agway, Inc., Planning (business card only), n.d. 

Ahern, Dee Dee (money booklet), 1979, 1981, n.d. 

Air-Lane Conveyor Inc., 1981 

Air West – Success story, 1967 

Albany Medical College, 1976 

Alberto-Culver Company (VO5), 1977-1985 

Alberto Culver – VO5 MRS, 1985 

Alberto Culver – VO5 Study, 1985 

Albuquerque Tribune, 1973 

ALCOA (Aluminum Company of America), 1973 

Alcoholism/George Hacker, 1983 

Alcon Data Corp, 1975 

Aldens, Inc., 1973 

Allied Van Lines, Inc., 1976 

Altshuler, Edward A. – Association Center for Continuing Education, 

1975 

Aluminum Siding Speech – Hunter Douglas Canada Ltd., 1978 

Amanda Foods, 1980 

Amchem Products, Inc., 1973-1978 

Amerada Hess Corporation, 1972 

American Academy of Podiatrists, 1975 

American Association for Retired Persons - AARP, 1974 

American Association for Textile Technology, Inc., 1974 

American Association of Nurserymen, Inc., 1974-1975 

American Automobile Association - AAA, 1973 

American Broadcasting Company – ABC, 1970, 1982 

American Dairy Association, 1979-1985 

American Druggist Merchandising, 1973 

120





B-186 American Egg Board, 1978 

American Express Company, 1970 

American Foresight Company, 1972 

American Hotel & Motel Association, 1972 

American Institute of Aeronautics and Astronautics, 1972 

American Institute of Plant Engineers, 1984-1985 

American Lung Association, 1974 

American Management Associations, 1979 

American Marketing Association, 1971-1977 

American Oil Company, 1973 

American Petroleum Institute, 1973 

American Pharmaceutical Association, 1973-1974 

American Podiatry Association, 1974 

American Psychological Association, 1961-1979 

American Society of Appraisers, 1978 

American Society of Internal Medicine, 1976 

American Society of Newspaper Editors, 1973 

American Standard, 1972 

American Surgical Dealer, 1973 

American Tobacco, 1970 

Americans for Democratic Action, 1974 

Amphora Tobacco, 1973 

Amstar Corporation, 1977 

Amtrak, 1971-1973 

Anderson Clayton Foods, 1974 

Andersons (Maumee, Ohio), 1966 

Andre – Ed Script (slides of a New York Times ad), n.d. 

Andresen, Frederick, 1974 

A&P (Great A&P Tea Company), 1973 

Apparel Makers, Inc., 1983 

Apple Computer – German presentation, 1988 

Aracena, Luis – Omnirama Productions, 1988 

Arhil Foundation, 1969 

Arizona Wholesale Beer and Liquor Association, 1977 

Arkansas Power & Light, 1973 

Armour-Dial Company, 1977 

Arstark (L.D.) & Co., Inc., 1981 

Association of School Principals & Supervisors, 1977 

121





B-186 ATC (American Television & Communications Corp.), 1974 

Athabasca University (Canada), 1985-86 

Atlanta Advertising Club, Inc., 1973 

Atlanta Journal, 1977 

Atlantic City, NJ – AATC (American Association of Textile Chemists 

and Colorists) National Conference, 1982 

Atwater Bradley Company, Inc., n.d. 

B-187 Australia & New Zealand, 1982-1988 

Austria, 1982-1985 

Austria (Graz), 1985 

Austria (Kärnter), n.d., 1985 

Austria – Ads, 1978-1979 

Austria – Publicity, 1985 

Austria – Survey, 1982-1983 

Austria – Tourism, 1984 

Austria Tabak, 1985 

Austrian Chemical Works, 1985 


Authors League of America (Author’s Guild), 1961 

AVO Corp. – David Shearston, 1974 

Avant Garde – Leslie M. Pockell, ca. 1967 

Award – Market Research Council “Hall of Fame”. 1983 

A-W Brands – Angostura Aromatic Bitters, 1973-1974 

Ayer, N.W., & Son, Inc., 1976 

B – Miscellaneous Promotion, n.d., 1973-1977 

B (correspondence), 1972-1979 

Bagley and Company, 1968 

Braggio, Luciana – Paramount Center for the Performing Arts, 1982- 

1983 

Baldwin Piano & Organ Co., 1977 

Banc Ohio Corporation – Psycho Quiz, 1972 

Bank – Psycho Quiz, 1972 

Bank Marketing Association, 1972 

Bankers Trust Company, 1968-1972 

Barnes & Noble (Modern Industry) Dichter’s Book Sales & Contract, 

1952-1957 

BART – Bay Area Rapid Transit, 1972-1973 

122





B-187 Bartberg Institut – Munich, 1985 

Barton Brand, Inc.,1973 

Bass Charrington Vintners – Mr. Henry Morley (friend of Ken Bears), 

1973 

BBC TV – Mandy Cunliffe, 1982 

BBDO (Batten, Barton, Durstin & Osborn, Inc.) – Lewis Pringle, 

1983-1985 

Baseball, 1971-1972 

Bears Enterprises USA, Inc. – Jewelry, 1982 

Beaumont-Bennett, Inc., 1975 

Beck (Ludwig) – Munich Fashion Group, 1973-1981 

Benzo-X, 1969 

Best Resume Service, Inc., 1976 

Better Business Bureau – Washington, 1973 

Better Homes & Gardens Magazine, 1977 

BFS Psychological Associates, Inc., 1984 

Bhagwan Shree Rajneesh, 1981 

Billings, Richard – National Tourism Resources Review Commission, 

1972 

Binney & Smith (Crayons), 1975 

Bio-Feedback – Alphagenics Institute, Ltd., 1973 

Biography – Ernest Dichter, prior to 1981 

Biomonitoring Applications, Inc., 1974 

Bird, Caroline, 1980 

Birthday Wishes, 1977 

Blankenship, A.B. (The Captain’s Quarters), 1978, 1983, n.d. 

Blood – The Greater New York Blood Program, 1972 

Blueboy Magazine (Donald N. Embinder), 1976 

BMW, 1981-1983 [2 folders] 

B’nai B’rith International, 1978 

Boardroom Reports, 1977 

Bond Stores, Inc., 1971-1972 

Booke, Stephen (Banking), 1973-1974 

B-188 Book-of-the-Month Club, Inc., 1976-1979 

Book Sales – Ernest Dichter, 1974 

Bonné, Jack, 1980 

Borden, Inc., 1974-1975 

123





B-188 Boy Scouts of America, 1971-1973 

Brand Edmonds, 1972 

Bravo, S.A. Coffee Roasters (Greece), 1977-1978 

Bravo, S.A. Coffee Roasters (study & notes), 1977-1978 

Briarcliff (labor turnover), n.d. 

Bright Star Industries, Inc., 1968, 1973 

Britt and Frerichs Inc. (Steu Britt, Ph.D. & George Frerichs), 1974 

Broadcast Marketing Company, 1978 

Brooklyn Union Gas, 1975 

Brown Derby Assoc. – Restaurant, 1984 

Brush (D/J) Assoc., 1975 

Bucyrus – Erie Company (Mr. Mark Hein), 1973-1974 

Budget Rent-A-Car, 1974 

Buerger, Mr. Walter R., MD. – Los Angeles Hospitals, 1972 

Builders Institute, 1975 

Bunn Winter Associates Inc., 1973 

Burger, Prof. Henry G. – The Wordtree, 1985 

Burial at Sea – The Neptune Society of California, n.d. 

Burlington Men’s Wear – Martin Gurian, Director, 1974 

Burnett (Leo) Co., Inc. – Advertising, 1977-1985 

Burnett Products – Multi-Mate Plant Hangers, 1984 

Business Abroad – Jack Roach, 1970 

Business Overseas (publication), 1984 

Business Psychology International, 1975 

Business Week (Wm. Franklin), 1975 

Butash, Adrian – Lanier Clothing, 1981 

C – Correspondence, 1971-1972 

C – Miscellaneous Promotion, 1973-1977 

Cahners Books, 1975, 1977 

California, 1981-1986 

California Pharmaceutical Association, 1972 

California Prune & Apricot Growers – now: SunSweet, 1941-1985 

California Study, n.d. 

Campaign Associates, Inc. – Interview for “Campaign Insight”, 1972 

Campbell Soup Co., 1973, 1985 

Canterbury Dairy Farmers, 1985 

Cardio-Metrics, Inc., 1976 

Cards – Xmas, 1979 

124





B-188 Carling Brewing Company, 1972 

Carlson, Rockey & Assoc., Inc. – Harry Carlson, Pres., 1973 

Carnation International, 1973 

Carrington, Judith – Eileen Prescott Co., 1983-1985 

Cassette Tape, 1973 

Castle & Cooke, Inc., 1979 

Castrol Oils Inc., 1973-1974 

CBI Publishing Co., Inc. – Psychology of Travel, 1979 

CBS Publishing Group, 1971-1976 

CEDIP, 1984 

Chamber of Commerce – Greater Ossining Chamber of Commerce, 

1978 

Charity Promotion, 1972 

Chase Manhattan Bank, 1973 

Cheer – Proctor & Gamble Co. / Leo Burnett Advertising, 1975 

Chemical Bank – Teller Training Program, 1976 

Cheseborough Pond’s USA, 1989-1990 

Chevrolet, 1973, 1975 

Christian Broadcast Network (CBN) – Correspondence, 1971-1986 

Christian Broadcast Network (CBN) – S. Lebanon, n.d. 

Christian Broadcast Network (CBN) – S. Lebanon Questionnaires not 

Analyzed, 1984 

B-189 Christian Broadcast Network (CBN)/Middle East TV (METV), 1984: 

Interviews 

Research Materials 

Study Data 

Chicago, 1976, 1984 

Children’s Better Health Institute, 1985 

Children’s Aid Society, 1975 

Children’s TV. 1988 

Chris Craft (Boats), 1984-1985 [2 folders] 

Christ Presbyterian Church (Largo, FL), 1974 

Chrysler Corporation, 1975 

Church of Jesus Christ of Latter-Day Saints, 1980 

Ciba-Geigy, 1972-1988 

Ciba-Geigy – Sets (ads), n.d. 

125





B-189 CIDOC (Centro Intercultural De Documentacion) – Sascha Illich, 

1970 

Cigar Institute of America, 1973 

C.I.T. Financial Corp, 1981-1982 

Citizens Bank, 1975 

Citizens Research & Development Corp. (Fun Food – Fast Food), 

1974 

Citran – City Transit Service of Fort Worth, 1975 

Clairol, Inc., 1973 

Clemson University – May 22, 1969 

Clinical Psychology, 1973 

Clorox, 1969-1972 

Club Mediterranee, 1973 

Cochran (Burt), Inc. – Advertising, 1972 

Codman & Shurtleff, Inc., 1973 

Cohn and Marks (Law Offices), 1978 

Coldwell Banker, 1985 

Coleco Industries, Inc., 1971-1973 

Colgate-Palmolive Company, 1971-1972 

Columbus Line, Inc., 1973-1980 

Communications Workshop Inc. – John S. Coulson, 1977 

Compton Advertising Inc. – Peter Parsons, 1974 

B-190 Concerned Consumer – Mrs. Justeen Gebel, 1973 

Concerned Group, Inc. – Robert Silver, President, 1973 

Confectionary Association of Canada, 1972 

Con Edison – Consolidated Edison Company of New York, Inc., 1972 

Connecticut Bank and Trust, 1975 

Connecticut Nurseryman’s Association, 1976 

Consolidation Coal Co. – Hazlett A. Cochran, 1974-1975 

Consumers Digest, 1982 

Consumer Ltd.a, 1960, 1980-1981 

Consumer Marketing – Journal of Consumer Marketing, 1982 

Continental Assurance Co., 1972 

Continental Illinois National Bank & Trust Co. of Chicago, 1971-1972 

Convenience Industries of America, 1977 

Copper Beech Middle School, 1980 

126





B-190 Cordura Publications, Inc. – Douglas Dunhill (marketing Gulf 

products), 1978-1979 

Corporate Development – McCandless, C.F., 1972 

Corporate Finance Consultants, Inc., 1975 

The Corporate Mark, Ltd., 1971-1972 

Corsini, Raymond J., Ph.D., 1980-1983 

Cortlandt Supervisors Report, 1982 

Cosmo Expo – “View From the Top: New Ways of Motivating the 

Nose”, 1981 

Cosmopolitan, 1975 

The Counsellor – Magazine of Advertising Specialty Trade (Denise 

Foley), 1973 

County Association (Gil Mercurio & Sy Schulman), 1975 

County Trust, n.d. 

Cox and Rodin, 1975 

CPC International – Karo, 1986 

Crain Communications, Inc., - Crain Books, 1973-1974 

Creative Living – Magazine, 1976 

Creativity, 1973 

Cremora – Borden Co. (Needman & Harper Ad Agency), 1974 

Crenshaw, Chris C. & Assoc., 1974 

Cross (Christopher) Associates Inc., 1973 

Croke, Mary Ellen, 1987 

Croton Chamber of Commerce / Mayor, 1975, 1980 

CSi (Product Testing/Screening), 1982-1983 

Cultural Affairs / Correspondence Thomas W. Dichter, 1967 

Cunard Lines Limited, 1972 

Cunningham & Walsh, Inc., 1973 

Curtis P. Brady and Associates, 1978 

D- Correspondence, 1972 

D – Miscellaneous Promotion, 1975-1978 

Daily News (Bob Donath), 1979 

Dancer Fitzgerald Sample, Inc. (for STP), 1977 

Darby Group Companies (Barth’s vitamins), 1982-1983 

D’Arcy-MacManus & Masius, Inc., 1976 

Dayton Daily News – ASNE Panel Discussion “Inside the Reader’s 

Head”, Washington DC, May 4, 1973 

Daytop Village Inc., 1975 

Dearborn Chemical Corp., 1982 

127





B-190 Deehner, John, 1984 

De Goede, David, 1980 

de al Varre, Andre, 1977-1978 

Delaware Valley Regional Planning Commission (Robert C. Folwell), 

1974-1975 

Del Monte Corporation, 1972-1973 

Democratic National Committee (Hubert H. Humphrey), 1968-1972 

Dentistry, 1973, 1975 

Department of Health, Education & Welfare, 1972 

Department of Transportation, 1972 

De Soto, Inc., 1973 

Desco Shoe Corp., 1980 

De Cillis, Lou – Savino’s Ice Cream Co., 1984 

The Dial, 1980 

Dial Soap, 1977 

Dichter, David, 1975, 1985 

Dichter, Tom, 1973 

Dichter Press, n.d., 1976 

Didato, Salvatore V., Ph.D., 1981 

Dignan, Thomas J. – Travel Institute, 1977 

Dimensions III, 1977 

Direct Mail Order, 1973 

Direkta, 1986 

Direct Marketing Writers Guild, August 3, 1977 

Direct Relief Foundation, 1975 

Direct Sellers Association, May 22, 1972 

Disch, Wolfgang – Marketing Journal, 

Dixon & Parcels Associates, Inc., 1981 

Doebeil, Dr. H. Peter – Textile, 1987-1988 

Doodling Balls, n.d. 

Doubleday & Company, Inc. – “Some Information on Legal Matters in 

Book Publishing for Authors”, 1956 

Douglas Dunhill Inc., - Gulf Credit Card, 1977 

Dow Chemical Company, 1973 

Doyle Dane Bernbach Inc. (Ruth Ziff), 1974, 1982 

Draper Daniels, Inc., 1976 

Driggs, Gary, 1984 

Drucker, Peter, n.d., 1975 

Dr. Dvorkovitz & Associates, 1975 

128





B-190 DuPont, 1973 

DuPont – Pantyhose, 1974-1984 

DuPont (Deutschland), 1976-1977 

B-191 du Pont, Watson (Robert Dunwoody), 1974 

E – Correspondence, 1972-1973 

E – Miscellaneous Promotion, 

EBSCO’s Publisher Supplier Cards, 1982 

The Economic Press, Inc., 1976-1984 

Education Consortium – Tom Dichter, 1972-1973 

Educational Research, 1973 

Elaine Powers Figure Salons, 1973 

Elanco Products Company (Eli Lilly), 1973 

Elbert Advertising Agency, Inc., 1974 

Electro Engineering Products Company, Inc., 1976-1977 

Elevator – Sedgewick, 1973 

The Elliot Organization, Inc. (Lee Elliot), 1981 

Emerson-Weeks & Fawcett Corp., 1977 

Emery Air Freight Corp., 1977 

Engler, Elliott, 1973 

Epilepsy Foundation of America, 1973-1976 

Equine Energy, 1983-1984 

Esquire Magazine, 1973 

Ethical Society of Northern Westchester, 1975 

Estech, Inc., 1982 

European Travel Commission, 1977 

Expressen, n.d. 

F – Correspondence, 1972-1973 

F – Miscellaneous Promotion, 1972-1975 

Fabric Promotion, 1972 

Fact Research, Inc., 1973 

Falls City Brewing Company, 1977 

Falstaff Brewing, 1972 

Family Circle Magazine, 1972-1978 

Family Weekly, Inc., 1973-1980 

Famous Fan Letters – Support Material (Dr. Wilhelm Stekel, Viennese 

psychoanalyst and formerly an assistant to Sigmund Freud), 1937 

Famous People, (Teddy Kollek, Mayor of Jerusalem), 1972 

Fan Letters, 1970-1980 

129





B-191 Fanny Farmer, 1972 

Farah Company – “Farah Fit”, 1977-1978 

Fast Food, 1974 

Fast Food Promotion, 1972 

Federal Express Corporation, 1977 

Federal National Mortgage Association - Cole, Albert M. – 

FNMA (Fannie Mae), 1975 

Feinberg, Mortimer R., Ph.D., 1974 

Feldman – Nassau Mall, 1972 

Fellow – APA (American Psychological Association), 1979 

Fife, Martin (Badillo), 1973 

Finance Companies (1972 Report), 1974 

Financial Miscellany – Investments, etc., 1973 

Fine (Paul) Associates, 1978 

Finoma Ltd. – Ma Wema Ltd. (Hans v. Marti), 1974-1975 

Firearms Promotion, 1972 

Fireman’s Fund American Insurance Co., 1972 

First Federal Savings and Loan of Wisconsin – cassette tape, 1973 

First Marketing Corporation, 1976 

First National Stores, 1971-1973 

The First Pennsylvania Bank & Trust Co., 1973-1974 

Fischer, Paul, 1983 

Fix, D.C. – German wall & floor covering, 1982 

Fleischer (Joseph) Co., 1973 

Flexnit Company, Inc., 1975 

FMC Corporation, 1972 

Fogels, R.Y. (Gervais Danone UK Limited), 1985 

Folger Coffee, 1972 

Food Business Associates, 1971-1972 

Food & Drug Law Institute, 1972 

Food & Drug Packaging (Frances LaBell), 1979 

Foodmaker Inc. (Jack in the Box), 1975, 1978 

Food Product Development, 1972 

Food Update Eleven Promotion, 1972 

Foote, Cone, & Belding (Dick Boaz), 1973 

Ford Motor Co., 1977 

Forest Lawn Memorial Parks, 1972 

Forsythe, Ginnie – “How to Get in Tune with Yourself…the Art of 

Being Alone”, n.d. 

130





B-191 Forum, 1970-1989 

Fox, Paul – speech for Treasurer’s Group, 1980 

Framework Inc., 1982 

Fraknoi, Julia, Ph.D. – Dr. Julia Fraknoi Linksz, 1970-1974, 1988 

Frankenberry & Associates, Inc., 1972 

Franchise, 1971 

Freeman, Paul – Detroit Symphony Orchestra, 1977-1978 

French Industrial Development Agency, 1974 

French Lessons, 1989 

F.T.D. – Florists’ Transworld Delivery Association, 1975 

Fuller Brush Company, 1973 

Fulton, Richard – Richard Fulton, Inc., 1973 

Fund Raising Material, 1975-1976 

Funeral Registry – American International Funeral Registry, Ltd., 

1974 

The Futures Group, 1979 

G – Correspondence, 1971-1972, 1981 

Gabriel, Richard, 1983 

Gallery Magazine, 1975 

Gallup Organization, Inc. – Attitude Research, Japan, 1983 

Gamblers World Inc., 1973-1974 

B-192 Gannett – Westchester paper, 1972 

Gates Rubber Co., 1978 

Gay Study – FP Model & Company, Inc., 1975 

Geigy Agricultural Chemicals, 1972 

General Ideas, 1974 

General Electric – Fluorescent lights, 1979 

General Electric Plastic, 1979 – photos of: 

The Percepter (car); House Door; Viewphone Dictation System; 

Telecommunications; Lighting; Building and Construction; 

Bank Money Dispenser; K’79 Car; The Home Computer; 

Minitrac (transport system); Breakfast Set; Audio-Visual Combi; 

Airkit (compressed air kit); The Cooking Centre of the Future 

General Foods, 1983 

General Foods – Post Division – Dog Food (Jay Faberman), 1971- 

1973 

General Milk Company, 1972 

General Mills (International Multi-Foods), 1979 

131





B-192 Georgia State University, 1979, 1982 

German Language Society, 1980-1981 

Gianninoto Associates Inc. – Frank Gianninoto, 1975 

Girl Scouts, 1977 

Gisler, Doris, 1987-1988 

Glamour – New York magazine, 1970-1975 

Glasheen, Pat – Agency Data (Pete Glasheen Adversiting Inc.), 1977- 

1978 

Goerth, Charles R. – Editorial Consultant, 1975 

Goldberg, Dr. Ivan, M.D., 1975 

Goldmann, Heinz – International Foundation for Executive 

Communications, 1983-1985 

Goldmark Communications Corp. (Dr. Peter Goldmark), 1973 

Goodman, Sheldon (attorney) – Croton Motors, Inc., 1981 

Gössl – G. Göss; OGH – Salzberg (Austrian clothing), 1985-1986 [2 

Folders - include a microcassette tape] 

Gottlieb, Edward & Assoc., 1975 

Gould, Inc., 1979 

Gouraud, Jackson S. – Mpi Consulting Group, President; On-Line 

Decisions International, Inc., Chairman, 1976 

Graf Recke – Austrian Hotel, 1985 

The Grand Union Company, 1971,1974 

Grayson Associates Inc., 1976, 1986 

The Great Writings in Marketing, 1979 

Greenfield (Martin) Associates, Inc. – David Dietz, 1984 

The Green House (condominiums), 1976 

Greenwald, Dr. H. – San Diego, 1979 

Greca International Corp., 1972 

Grobet File Company of America, Inc., 1980 

Grove Manufacturing Company, 1976 

Guardian Services Security Systems, 1976 

Gunter, Thomas H., DBA – NASA, 1975(?) 

Günthner, Ulrich – Tambour magazine, 1984-1985 

Gurin, Allen, 1978 

H – Correspondence, 1972-1973 

H – Miscellaneous Promotion, 1968-1976 

Haagen Dazs – ice cream, 1984 

Hallmark Cards, Inc., 1986 

Halt, Inc. (Help Abolish Legal Tyranny), 1986-1987 

132





B-192 Hampshire College, 1974 

Hampshire Realty & Management Corp., 1974 

Hancock Furniture Manufacturing Company (H.R. Gillespie), 1979 

Harte-Hanks Communications, Inc. (San Diego, CA publishing 

company), 1972-1984 

Hartford Public Schools (Hartford Project 1971), 1971-1975 

Harvard Business Review, 1967, 1976 

Have, Jurgen F. (Jurgen F. Haver Editorial Services), 1982 

Hawaii, 1983, 1984 

Haystack Corporation, 1971-1972 

Hazard Barbetter, 1981 

Hazel Crest, Village of, 1983-1984 

Health (Ohio), 1976 

Health Advancement Systems, Inc.- Clifford Kirschner, 1975-1976 

Health Tools, 1973 

Hearing Aids, 1973 

Hearst Magazines, 1989 

Henkins, Marlene, 1978 

Herald House, 1973 

Herman Publishing Company, 1975 

Hertz – The Hertz System, Inc., 1972 

Heublein Inc., 1976, 1985 

Heumann, Ogilvy & Mather – Mercedes, 1973 

Heylen Research Centre, 1971-1972 

Highlights for Children, 1972 

Hill, Mr. & Mrs. Ivan B., 1973 

Hills Bros. Coffee, Inc., 1972 

Hoechst, 1979 

Hoke Communications Inc., 1975 

Holiday Inns Inc. (Didising Assoc.), 1973, 1980 

Holmes, Roy – Plastic Bikes, 1973 

Holt, Rinehart and Winston, Inc., 1976 

Horticultural Research Institute, Inc. 1975 

Hospital (Misc.), n.d. 

Howmet Corporation, 1973 

Hoxter, Curtis, 1978 

H & R Block, Inc., 1971-1972 

B-193 Hudson Communique – Hudson Institute, 1981 

133





B-193 Hudson Institute, 1973-1980 

Hudson Real Estate (Mr. Dick Joseph), n.d. 

Hudson Wire Co., 1974 

Huk-A-Poo (Fashion), 1974-1976 

Humanic, 1980-1982 

Human Potent, 1975. n.d. 

Humble Oil & Refining Co.- Automated Car Wash, 1972 

Humphrey, Hubert H., 1962 

Huriash, Solomon – Nova University (Substance Abuse Project), 

1982-1983 

Huron Daily Plainsman, Hurson, South Dakota, 1984 

Hutschenreuther Corporation, 1978 

Hypnosis, n.d. 

I – Correspondence, 1971-1973 

I – Miscellaneous Promotion, 1948-1977 

Iannuzzi, Elizabeth, 1981 

Idex ’74, 1975 

Illinois Educational Association (Mr. Fred Husmann), 1973 

Impotence (plans for an article), n.d. 

INDA Association of the Nonwoven Fabrics Industry, 1981-1982 

Indiana University, 1973 

Industrial Distribution, 1973-1978 

Industrial Marketing, 1981-1982 

INESCO (International Fusion Energy Systems Company, Inc.), 1982- 

1984 

Information Handling Services, 1976 

Innotech (Norwalk, CT), 1976 

Innovation – Nova University, 1971 

Inquiries, 1972-1979 

Institute for Rapid Transit, 1971 

Institute for Social Research, 1986 

Institute of Investor Opinion, 1973 

Inter-Continental Hotels, 1981 

Intermedia Systems Corporation, 1973 

International Biographical Archives and Directory, 1977-1979 

International Brotherhood of Teamsters, 1972 

International Correspondence Schools, 1972 

Interpol, 1987 

Investor Guaranty Corporation N.V., 1972 

134





B-193 Irish Language Study request – St. Francis Xavier University, 1977 

IRO & Partners, Salzburg – National Park, 1984-1987 [3 folders] 

Irving Trust Company, 1981 

ISI Corporation, 1974 

Israel Education Fund, 1970-1971 

Israeloff, Trattner & Co. – Ideas & Trends, 1982 

Italy, 1987 

Ivory Liquid – Proctor & Gamble Co., 1974 

J – Correspondence, 1972 

J – Miscellaneous Promotion, 1974-1975 

Jackson, Warren – Circulation Experti Ltd., 1975 

JAI Press Inc., 1978-1984 

Japan Apparel Industry Research Association, 1972 

J & H International (Europe) S.A., 1972 

Johnson & Johnson (Bob Miller), 1973, 1988 

Johnson Wax – S.C. Johnson & Son, Inc. (Glade Air Freshener), 1977 

Journal of Consumer Marketing, n.d. 

K – Correspondence, 1972 

K – Miscellaneous Promotion, 1973-1978 

“Kaffeeklatsch etc.” – First German Television Show in America, n.d. 

Kahn, Herman – Hudson Institute founder, 1983 

Kaiser Aluminum & Chemical Corporation, n.d. 

Kampelman, Max (Senator Henry M. Jackson), 1975 

Kapelman, Lyn, 1972 

B-194 Kaslow, Walter – Worth Distributing, Inc., 1974 

Kate – Kate Soudant, 1981-1982 

Kaufman & Broad, Inc. – Mr. John Tedesco, 1976 – see also The 

Greenhouse 

Kayser-Roth Corporation, 1973 

Keep America Beautiful, Inc., 1974 

Keller-Crescent Co., 1978-1985 

Kennedy, Susan B. – Bishopstone Research Institute Inc., 1984 

Kentucky Fried Chicken, 1972-1973 

Kerber & Staff, 1984-1985 

Kerker & Associates Inc. (Federal Hi-Power Shot Gun Shells), 1971- 

1973 see also Tonka Toy 

The Keystone Company –a Division of Ralston Purina (Keystone 

Resort, Colorado) 1972-1978 

135





B-194 Kiffin Production Co., 1972 

King Casey Inc., 1972 

King Size Co., 1976-1984 

Kirby, Digby, 1976, 1978 

Knoth & Meads Co. – Chuck Buck, 1977-1978 

Knox Reeves Advertising – Hal Goldberg, 1973 

Kodak – Eastman Kodak Company, 1975, 1979 

Korda, Michael – Simon & Schuster, 1977 

Kornblath, Leo – Leo Kornblath Associates, P.C., 1973 

Kotler, Philip, Prof., 1973 

Kroll Associates, 1975 

Kropf, Norman, 1983 

L – Correspondence, 1972-1973 

L – Miscellaneous Promotion, 1974-1977 

L.A. (Los Angeles) Trade-Technical College, 1974 

LaBell, Paul – Peter Petrie (Potter), 1978 

Lakein, Alan, n.d. 

LaLanne, Jack – Health Spas, 1973 

Landor, Walter, 1958-1971 

The Langer Report – Judith Langer Associates, Inc., 1982 

Language Enterprise, 1987-1990 

Larson, Kim – Rath & Strong, 1977 

Lawn Care, 1973 

Lawrence, Cyrus – Cyrus J. Lawrence, Inc., 1976 

Laws – New York State Psychological Association, 1971-1973 

Laws – Problems, 1968-1973 

Lecture Invitations Turned Down, 1967-1971 

Lee, B. Duk – Beedeelee, Inc., 1985-1986 

Lehigh Valley Industries, Inc., 1971 

Lem, Hans J. – Conveyor Sortation System patent, 1981 

Lever Brothers Company, 1968-1971 

Levi Strauss & Co., 1972 

Liberman, Larry (Reed, Cuff & Becker, Inc.), 1972-1973 

Life Insurance, 1972 

Life Magazine, 1965-1972 

Lilly, Eli and Company, 1973 

Lincoln First Bank, 1973-1974 

Liquid Crystals of Sommerville New Jersey, 1973 

Liquor, 1973 

136





B-194 Local (Croton-on-Hudson, NY), 1975-1979 

Lockwood, Cal – Ogilvy & Mather, 1975 

L’Oreal – Lorsa SA, 1976 

Lorillard, A Division of Loew’s Theatres, Inc., 1977 

Los Angeles Trip – Hans Wachtel, 1978 

Lowengar & Brotherhood, 1977, 1980 

Lowe Runkle Co. – Mrs. Gloria Bremkamp (Blue Cross Blue Shield of 

Oklahoma), 1974 

Lurie, Ranan R., 1986 

Lutheran Child & Family Services, 1977 

M – Correspondence, 1972-1973 

M – Miscellaneous Promotion, 1955-1977 

MCA, 1987-1989 

MCA Questions – Universal Theme Park, Europe, 1989 

MCI Telecommunications Corp., 1975 

Mackenzie, Alec – Alec Mackenzie and Associates, Inc., 1970 

Macy’s, 1971-1972 

Maddock, Kenny & Associates, Inc.., 1983 

Madler and Larimer, Inc., 1977 

Magna Media Limited, 1977 

Maine, University of, 1978 

Malbry Factor Associates, Inc., 1978 

Management (Misc.), 1976 

Manager Profile, 1976 

Manhattan Printing Co., 1972 

Manhattan Publishing Co., 1975 

Manpower – Elmer Winter, President, 1972 

Mansfield, Lloyd, 1975 

Marc & Company, 1983-1984 

March Advertising, 1976 

March of Dimes (Don Groeger), 1974 

Marcus Advertising Inc., 1974 

Marine Midland Banks, Inc., 1973 

Marist College, 1984-1985 

Marketing Communications, 1979 

Marketing Decisions Inc. (James Frankenberry), 1980 

Marks, Gary, 1976 

Marrero, L. Charles & Co., Inc., 1979 

Marriott Hotels, Inc., 1975 

137





B-194 Marshall, Robert J., 1982 

Marsden, Robert & Associates, Inc., 1982-1984 

Marstellar Inc. – Mr. William Foley, 1975 

B-195 Marti, Hans –C-AG International Consultants, (Dichter’s Frankfurt 

office) 1974-1987 [2 folders] 

Martin, Joel – J.P. Martin Associates Inc. (Black Ad Agency), 1982 

Martine & Dee, 1972 

Martini & Rossi – Duval, 1978 

Martinez, Roberta, 1975 

Mass Transit – Port Authority of NY & NJ, 1974 

Mattel, Inc., 1971-1972 

Maxwell House, 1972 

McAdams Ad Agency – William Douglas McAdams Inc., 1973 

Mautner Markhof, 1985 

McCaffrey and McCall, Inc. – Advertising (James J. Tommaney), 

1973 

McCann-Erickson, 1972 

McCrie, Robert – Practical Psychology for Physicians, 1975 

McGrath, William – New York traffic, n.d. 

McGraw-Hill Publications Co. – R.W. Denton (management), 1971- 

1981 

McKay, David – David McKay Company, Inc., 1976 

McLennan Company, 1973 

McMahan, Harry, 1980 

Meadowbrook Inventions, Inc. – Henry W. Ruschmann, 1974 

MD, The Medical Newmagazine, 1980 

Medcom Products, 1976 

Media Scope – Association of National Advertisers, 1969 

Medical Economics, 1974-1975 

Medical Series Information Company, 1975 

Medical – Schwartz, Gerhart S., M.D., 1977 

Medical Tribune, 1976 

Melhado, Phyllis (Germaine Monteil), 1979 

Men’s Tie Foundation, Inc., 1973-1974 

The Mennen Company, 1973 

Mercedes Benz, 1972 

Merck, Sharp & Dohme, 1975 

Mercy College, 1975-1982 

138





B-195 Mercy College (includes students’ seminar papers), 1976 

Mercy College, 1980-1985 

Mercy College – MBA Course, 1978 

Mercy College – Publicity, 1981 

Mercy College – Seminar, 1982-1983 

Mercy College – Seminar, June 1985 

Misc. Correspondence, 1942 

Mid Hudson Group, n.d. 

Mini Aqua Filter, 1980 

Mining Study, n.d. 

Minnesota, University of, 1974-1975 

Minos S.A., 1976-1981 

Minot & Minot, 1973 

Mittelstadt, Charles, 1984 

Modern Medicine Publications, 1975-1976 

Monkman-Rumsey (Mr. James Rumsey), 1974 

Montgomery Ward, 1973 

Moog, Dr. Carol – Creative Focus, 1985 

Moreno, Francisco (Frank) Jose, 1973-1975 

Morrow – William Morrow & Company, Inc., Publishers, 1974-1975 

Morton Salt, 1973 

Motel – Hotel, 1973 

Motivational Promotion, 1971-1972 

Motivational Tools, n.d. 

Motivational Response Patterns, 1956-1957 

MPI Marketing Research Inc. (Dr. Emanual Demby, Demby & 

Associates, Inc.), 1980-1983 

Ms. Magazine, 1974 

Multi-Media Concepts Inc., 1972 

B-196 Mutual Fund Promotion Letters, 1971 

Myron’s Enterprises Ltd., n.d. 

N – Correspondence, 1964-1973 

N – Miscellaneous, 1973-1977 

Names, 1971-1973 

Nathans, Rhoda – Photographer, 1976 

Natick Mall, 1974 

National Advertising Agency Network, 1980-1981 

National Association of Electrical Distributors, 1976 

139





B-196 National Association of Manufacturers, 1954-1972 

National Association of Meat Purveyors, 1978 

National Broadcasting Company – NBC News, 1974-1975 

National Bureau of Standards, 1972 

National Education Association, 1975 

National Enquirer (Bill Kalb), 1974-1976 

National Extension Services, Inc., 1971 

National Gypsum Company, 1978 

The National Observer, 1971-1972 

National Rifle Association, 1977 

National Science Foundation, 1974, 1976 

The National Star, 1975 

National Symphony, 1978-1979 

Needham, Harper & Steers – see Cremora, 1974 

Nesher, Dr. Aryeh, 1970-1971 

New Business, 1970 

Newcom ’75 – Electronic Industry Show Corporation, 1975 

New England Calendar & Novelty Co., 1972 

News Front – “Europe Asks Why Consumers Buy”, 1958 

New Jersey – Civil Service, 1975 

New Rochelle, NY – Chamber of Commerce, 1988 

New Orleans Blood Bank, Inc., 1978 

New Woman Magazine, 1979 

The New York Academy of Medicine, 1974 

New York Eye and Ear Infirmary, 1974 

New York Institute of Technology, 1970 

The New York Society for General Semantics, Inc., 1971 

New York State Builders Association, 1975 

New York State Psychological Assoc., Inc., 1961-1979 

New York Stock Exchange, 1974 

New York Times, 1975-1977 

Noever, Peter, 1985 

New York University, 1977-1984 

The New Yorker, 1973 

Nierenberg, David – Promotion, 1974-1975 

Nimer, Daniel A., 1970-1971 

140





B-196 Norcliff-Thayer, Inc. (A New Laxative), 1980 

Nolan/Johnston, Inc., 1974 

North American Society for Corporate Planning, Inc., 1977 

North River Press [The Interpublic Group of Companies Inc.; Charles 

Mittelstadt], 1977 

Northern Virginia Transportation Commission, 1972-1973 

Norton, Jeffrey – Publishers, 1975 

Norwalk Hospital, 1977 

Nova University, 1983 

O – Correspondence, 1972-1973 

O – Miscellaneous Promotion, 1975-1976 

O’Brien, J .A., 1972 

Office Equipment Info. – Qwip 2 Machine, 1979 

Office of Minority Business Enterprise, 1972 

O’Hara, Paula, 1979 

Olin Ski Company, Inc. – see also: Subject File Skiing, 1971 

Olin Chemicals – Olin Corporation (Winchester), 1976 

ORF (cassettes), 1981 

Organization & Individual Learning Systems, 1973 

Ortho Pharmaceuticals – Mr. R.S. Nelson re: Communicating with 

Pediatricians, 1973 

O’Shaughnessy, William – WVOX Westchester, 1979 

Ossining Union Free School District, 1978-1979 

Otis Elevator Company – Peter Thompson, 1975 

P – Correspondence, 1970-1973 

P – Miscellaneous Promotion, 1973-1977 

PTA Magazine, 1974 

Pabst Beer, 1978 

Pace Advertising re: Kaufman & Broad, 1976 

Package – Speech, 1978 

Package Engineering, 1971-1974 

Packaging, n.d. 

Packaging – Paraffined Carton Research Council, 1946-1972 

Packaging – Walter Landor Associates, 1973 

Packaging Design, 1973 

Packard, Vance, 1980 

Paint, 1973 

Panasonic, 1972-1973 

Parade Magazine – Arthur H. Motley, 1973 

141





B-196 Park Seed, Geo. W. & Co., Inc., 1983-1984 [2 folders] 

Park Seed, Geo. W. & Co., Inc. – Correspondence, 1983 

Park Seed, Geo. W. & Co., Inc. – Support, 1983 

Parker/Hunter Inc., 1974 

The Pengad Companies, Inc. – Mr. Jules Penn, 1973 

Peninsula Sales & Marketing Executives, 1979 

Pennwalt Corporation, Prescription Division (Delsym and Corsym), 

1985 

Pennsylvania Railroad, 1967 

Pennsylvania, University of, 1974 

Penthouse Magazine, 1973 

Pergamon Press, Inc., 1979 

Permission to Quote E.D., 1964-1971 

Permission to Reprint, 1972-1973 

Pet Food – see also: Dog Food, 1972 

Pharmaceutical, 1973-1974 

Pharmaceutical Manufacturers Association, n.d. 

Philadelphia Geriatric Center, 1972 

Phillips Petroleum, 1976 

Photographer – James M. Mejuto, 1977 

Photographs, n.d. 

Physicians Radio Network, 1975 

Pierce – S.S. Pierce Wines and Liquors, 1971-1972 

Pitney Bowes and Company, 1973-1975 

Pittsburgh National Bank, 1975 

Plain – John Plain Incentives, Inc., 1971 

Plants – International Society of Arboriculture, 1976 

Playboy Enterprises, Inc., 1973 

B-197 Playtex – Bra Study, 1980-1984 

Playtex – Hosiery, 1981 

Playtex International, 1973 

Playtex Pantyhose – Final Report, 1981 

Plissner, Harry – Miami Beach, 1979 

Plumbing Promotion, 1972 

PNM Public Service Company of New Mexico, 1983 

Podiatrist – Dr. Laxo, 1975 

Podiatrist – Survey, 1975 

Polaroid, 1975 

142





B-197 Police Foundation, 1974 

Political, 1968 

Political Study, July 7, 1975 

Polk, R.L. & Co., 1970-1972 

The Ponderosa Roundup Restaurant, 1971 

Pontiac, 1971 

POPAI – Point-of-Purchase Advertising Institute, Inc., 1973 

Population Bulletin, 1969, 1974 

Population (Misc.), 1970 

Porcellain, 1978 

Posner, James – Bond Stores, Inc., 1972 

The Post-Crescent, 1973 

Potato Chips – American, 1975 

Poultry & Egg Institute of America, 1971-1872 

Practical Psychology for Physicians, 1976 

Preference Testing, n.d. 

Press Release, n.d., 1969, 1978 

Pringle’s, 1975 

Private Correspondence, 1976-1983 

Proctor & Gamble Company, 1969-1984 

Proctor & Gamble Company, 1971-1983 

Proctor & Gamble Company, 1984 

Proctor & Gamble Company – Coffee & Tea, 1983 

Proctor & Gamble Company – Mr. J.D. Henry, 1976 

Proctor & Gamble Company – Vitamin Study, 12/1981 to 1/1982 

Product, 1975, 1980 

Production Schedule (Research), 1972 

Productivity – Charts: Personal Assessment Inventory, Stressogram, 

Blessogram, Postponement, n.d. 

Productivity Center – Senate & House of Representatives Bills for: 

National Center for Productivity and Quality of Working Life, 

1975 

Professional Marketing Research Society – Canada, 1970, 1982 

Profit Ways – International Periodical Distributors Association, 1980 

Program Associates, Inc., 1982 

Promotion ’71 – Ernest Dichter, 1970-1972 

Promotion Booklet, 1972-1981 

Promotion Potentials Limited, 1980 

Propaganda Speech, n.d. 

143





B-197 Psycho-logics of Corporate Comeback, 1972 

Psychological Inventories, n.d. 

Psychotherapy & Biofeedback, 1975-1976 

Public Relations, 1972-1976 

Pudding Powder, 1973 

Purdue University, 1977 

Putnam Trust Company, 1972 

Qantas Airways Ltd., 1984 

Quaker Oats (Robert Marston Associates), 1974 

Qualitative Research Consultants Association, Inc., 1982-1984 

B-198 Qualitative Research Consultants Association, Inc., 1984-1985 

Queen Casuals, 1981 

Questor Corporation, 1972 

R – Miscellaneous, 1973-1977 

Rabinowitz, Dorothy, 1979 

Ralston Purina Company, 1978 

Ram, Richard – The Hacker Clinic, 1974 

Raymond, Parish & Pine, Inc., 1975 

Rappaport, Lester, The Aegis Group, 1970 

Readers Digest, 1977 

Reeber, Sharon, 1987 

Reilly – The Gene Reilly Group, 1980 

Reiter-Ross, Inc. – Mimi Reiter, 1974 

Remington Arms Company, Inc., 1973-1974 

Remington Rand, 1959-1972 

Renault – AMC, 1980 

Rent-A-Label, 1972 

Requests for Advice, 1974-1975 

Research Foundation for Jewish Immigration, Inc., 1976 

Resources Newsletter, 1981-1982 

Respiration Products, Inc., 1976 

Retired Persons Club – American Association of Retired Persons 

(AARP), 1973-1974 

Revlon Products Corporation, 1955 

Rexall Drug Company, 1972 

R.J. Reynolds, 1973 

Rimberg, John – Pembroke State University, 1977-1981 

Roaman’s Mail Order, 1974 

144





B-198 Robert Marston Associates, Inc. – Converse Sneakers, 1977 

Robins, Alan – Career Lecture Course, 1977 

Robinson, William A., Inc. – Marketing Services Agency, 1975 

Rolls Royce, 1973, 1983 

Rosenbaum, William, 1971-1973 

Rosenthal & Co., 1977-1978 

Rosner, Stanley, 1974 

Ross, Herb – Creative Designs International, 1972-1974 

Roth, Howard – Film Production and Distribution, 1985 

Rowland & Company, Inc., 1972 

Royal Business Machine, Inc., 1982 

Royal Castle System, Inc., 1971-1972 

Rubenstein, Helena, 1973 

Rust-oleum Corporation, 1981-1982 

Rutgers, The State University of New Jersey, 1990 

RX Creative Group, 1973 

S – Miscellaneous, 1973-1977 

St. Gallen – New Products, n.d. 

St. Lawrence Sugar Limited, 1972 

St. Martin’s Press, Inc., 1973 

Sales Executive Club of New York, 1971 

Sales Managers Promotion, 1972 

Sales & Marketing Executives International, 1973 

SM – Sales Meetings Magazine, 1972 

Salesman’s Opportunity Magazine, 1975 

Samples (Promo), n.d. 

Santana, Dr. Roland A. – Travel/Tourism, 1977 

Sara Lee, 1973 

Saunders, W.B. Co., 1976 

Sautel, Louis J. – Louis J. Sautel Agency, Inc., 1972-1975 

Savings and Loan Foundation, 1961 

Savitch, Mr. H.V., Ph.D., 1975 

Sawyer Direct, 1974 

Scheuing, Eberhard E., Ph.D., n.d. 

Schick (Automatic Air Freshner), 1974 

Schiffman, Leon, 1976 

Schlitz, 1978 

Scholastic Magazines, Inc., n.d. 

145





B-198 Schonbrunn, S.A. & Co., Inc. (A Subsidiary of American Maize- 

Products Company), 1972-1973 

Schreiber – Feld Research Schreiber GMBH, n.d. 

Schubertiade – Music Festival Devoted to Franz Schubert, 1983 

Schuhfabriken-Vereinigung Österresichische Schuhfabriken, 1984 

Schwartz – Howard M .Schwartz and Associates, Inc., 1976, 1979 

S.C. Johnson, 1977 (see also: Johnson’s Wax) 

Scope Incorporated, 1978 

SCORE – Service Corps of Retired Executives, 1984 

Scott & Sons. Co., O.M., 1973 

Scott Paper Company, 1971-1972 

Seagram – Browne and Vintner, Seagrams Distillers, 1981 

Sears, Roebuck & Co., 1973-1975 

Secondary – John Secondary Productions, Ltd., 1972 

Seeko Company (Aroma Impregnated Fibers), 1974 

Selame Design, 1975 

Self Marketing (Roberta Russell), 1981 

Seltzer, Herbert M. & Co., 1980 

Seminar Topics to be Covered, 1974 

Shaheen, Thomas A. – Ossining Union Free School District, 1978 

Shaller-Rubin Co. – Report on Lillet, 1972 

Sheedy, Charlotte – Literary Agent, 1980 

Sheloff, Jay, 1977 

Sheraton Eagle Bay Inn – Ossining, NY, 1973 

S & H Motivation & Travel, Inc., 1977 

Shoes, 1973 

Shopwell, Inc. (Abe Laxer), 1973 

Showcase Associates, Inc., n.d. 

Sicharovsky, Peter, 1986 

Sigma Information Inc. (Vacation from Yourself), 1976 

Sixteen – 16 Plus (Women’s Clothing), 1982-1984 

Ski Industries America, 1974 

Skidmore College, 1975 

Skolnik, Peter - Sanford J. Greenburger Associates, Inc. (Literary 

Agent), 1980 

Small World – United States Committee for UNICEF, 1974 

Societal, Inc. – Mr. Jacques Bouchard, 1981 

Sonesta Hotels, 1971-1972 

146





B-198 Soroptimist Federation of the Americas, 1971 

Southern District of the Lutheran Church-Missouri Synod, 1979 

Southwest Research, Inc., 1981 

Southwestern University – Dr. Grinspan, 1980 

Specialty Advertising Association International, 1973 

B-199 The Sprout People – Sprout-Ease, 1980 

Staff Supermarket Associates, Inc., 1973, 1976 

Standard Brands Inc., 1971-1972 

Standard Oil Company (Indiana), 1975 

Standard Rate and Data Service, 1972 

Stackig, Sanderson & White, 1977 

State Department – Washington, DC, 1973 

State Education – Commercial, 1979 

State University of New York, 1973 

Stein & Day Publishers, 1982 

Stein, Karl, 1973 

Stein, Myron – Auto Economy Venture, Inc., 1981-1982 

Sterling Communications, Inc., 1972 

Sterling Faucet Co., 1972 

Stern/Design, 1980 

Stern Jewelry, 1985 

Stern – The Walter Stern Consultancy, Ltd. (Package Design) file 

contains photos of packaging for Topas Sun-System; Latte; 

Candy; L’eggs; Ivory Liquid; J.A. Pripp & Son; Thrill Peach 

Detergent; Liquor; Tomato Soap; Piels Quickie, 1979 

Sternau, Fred G. – The Equitable Life Assurance Society of The 

United States, 1978 

Steward-Redford Advertising Agency, 1974 

Stocks – NYSE, 1973 

Stress Watchers – Ismay Communications Inc. (Lowell Cohn), 1973 

Student Loans, 1978 

Study List (Categories), n.d. 

Suburbia Today – Barbara Nachman, 1984 

Success Motivation Memorandum, 1974 

Success Publications, 1981 

Sullivan, George, 1975 

Sun Cab Company, 1972 

Sunset Magazines – Lane Publishing Co., 1975 

147





B-199 Survey Sheets, n.d. 

Sweetser Children’s Home of Portand, 1976 

Swift & Company, 1975, 1979 

Synanon Foundation, Inc. – Charles E. Dederich, 1973 

Synectics Inc., n.d. 

Synthesis, n.d. 

System 80 – Sperry Univac, 1979 

T – Correspondence, 1972-1973 

T – Miscellaneous, 1973-1978 

Taquey, Charles H. – Management Consultant, 1974 

T.A.T., n.d. 

Tathum Laird & Kudner Inc. – Ms. Eileen Obeda, 1974 

Tatter, Milton – Center for Strategic Management, 1986 

Tavalin, Mark, 1980 

Teison, Herbert, n.d. 

Telegram – Standard Telegram Text, 1970-1971 

Telephone Directory listings, n.d. 

Telephone Letters (non-Bell), 1973 

Telephone Seminar, 1975 

Television Book, 1977 

Television Factbook, 1973, 1978 

Tell-Back, Inc., 1977 

Temple University, 1975 

Tenants, 1974 

Ten Speed Press, 1975 

Tests, 1975 

Tetra Pak, Inc., 1985 

Texas Instruments, Inc. – Mr. Everett Rashotsky, 1973-1974 

Texas Technological College, 1968 

Textile Speech – Textile Marketing Letter, 1974 

Textiles – American Association of Textile Chemists and Colorists, 

1982 

Thinking Propaganda, n.d. 

Thirteen Thirty – 13-30 Corporation, 1983 

Thorner, Leon, 1979 

Tights, Inc. – Patent and History of pantyhose, 1973, 1974 

Time & Life, 1959, 1972 

TM Broadcast Marketing Corp. – William L. McGee, Pres., 1975 

Tobacco Institute, 1978 

148





B-199 Today’s Health, 1972 

Tombras – Charles Tombras Advertising Inc. – Big Time pet foods, 

1980 

Tonight Show – Socks, 1970, 1975 

Toronto – D’Arcy-MacManus & Masius, 1982 

Total – Gas Stations, 1962 

Touro College – Israel Institute of Technology, 1983 

Toy Manufacturers of America, 1970 

Tracy-Locke Advertising and Public Relations, 1979 

Trademark – The United States Trademark Association, 1981 

Trademark Conference, 1981 

Transportation, 1974 

Transportation, Department of Bureau of Public Roads, 1969-1970 

Transportation, Department of Urban Mass Transportation 

Administration, 1970 

Transportation, U.S. Department of, 1970 

Treadway Inn Corporation, 1973 

Tree Tops (at Fernwood in the Poconos), 1981 

Troy-Bilt, 1976 

TRW Credentials Service – Dichter’s credit report, 1989 

Tschudin – Dr. H. Tschudin Associates, Inc., n.d. 

Turtle Farm, 1981 [see Dr. Mittag or study #2928C The Cayman 

Turtle Farm] 

TV Guide, 1973, 1977 

TV Networks, 1978 

TYCO Industries, 1972-1973 

B-200 U – Correspondence, 1964-1971 

U – Miscellaneous Promotion, 1972-1977 

Uchida of America Corp, 1978 

Umbricht & Schraner, 1982 

Underwood – Wm. Underwood Co. (Fine Canned Foods), 1972-1973 

Union Carbide Corporation, 1972 

Union Mutual Life Insurance Co., 1973 

United Nations, 1967-1979 

U.S. Chamber of Commerce (Doug Clark), 1976 

United States Environmental Protection Agency, 1972 

U.S. International University, 1979,1982 

U.S. News & World Report, 1979 

149





B-200 U.S. Travel – The Travel Research Association, 1979 

U.S. Treasury Dept. - $2.00 bill, 1976-1978 

United Way, 1975 

Universal Studios, 1989 

University of Haifa, American Friends of (Board of Trustees), 1973- 

1974 

University of Florida (Dr. Macklin), 1986 

University of South Carolina, 1983 

Updegraff, Robert, 1968 

The Upper Room, 1973 

V – Correspondence, 1965-1972 

V – Miscellaneous Promotion, 1974-1975 

Valium – Shaller Rubin (Advertising), 1975 

Varian Association, 1984 

Vaughan & Fouts Advertising, 1975 

Vaughn & Jaber Associates, 1973 

Viking Press (George Nicholson), 1973 

Viner – Jeanne Viner Associates, 1975 

Violence – TV Proposal, ABC, NBC, CBS, 1977 

Virgin Islands (U.S.), 1975 

Visual Motivations, 1975 

Visual Information Systems, 1975 

Vitredent Products, 1975 

Vladimir & Evans Inc., 1972 

Vondrak, Deanna Mayer, 1978 

W – Correspondence, 1965-1972 

W – Miscellaneous Promotion, 1972-1977 

Wachovia Bank & Trust Co., N.A., 1973-1974 

Wachtel, Edith, 1975 

Wallace Associates, Inc. – travel incentives, 1973 

Wahlheim, Charles – Moisture Sensing Device, 1985 

Warner Communications, 1972 

Warner Group, 1982 

Warner-Lambert, 1973 

Warner Processing Labs – Film, n.d. 

WASA-GYMN (Wasa-Whispers Bulletin of the Wasa Gymnasium 

Alumni of America), 1983 

Washington, DC – Follow-ups, 1973-1974 

Waste Water Management, 1974 

150





B-200 Watergate, 1974 

Watkins, Arthur, 1972 

Wayne State University, 1971 

Weightman, Inc. – Advertising, 1973 

Weinstein, Cy, n.d. 

Wengert, Peter, 1974 

Western Savings and Loan Association, Inc., 1984-1985 

Westchester – National Bank of, 1975 

Westchester – Northern Westchester Center for Psychotherapy, 1981 

Westchester Alcoholism Council, 1975 

Westchester Business Journal, 1975 

Westchester Community College, 1978 

Westchester County Association, Inc., 1976 

Westchester Foundation, 1975 

Westchester Magazine, 1970-1973 

The Westchester Psychologist, 1982 

Winchester-Rockland Newspapers, 1976 

Western General Dairies, Inc., 1979 

Western Union, 1972 

Westinghouse Electric Corporation – Westinghouse Defense News, 

1980 

Westinghouse Security Systems, 1977 

WGST News Radio, 1979 

Whitman’s Candy – National Confectioners Association, 1971-1972 

Who’s Who in America, 1961-1978 

Wickes Component Corporation, 1977 

Winston Towers (Centex Homes), 1976 

Wise, Raymond – How to End All War, 1977, 1980 

Witter – William D. Witter, Inc., 1974 

W.O.F. Corporation, 1977 

Wollman, Jane, 1979 

Women, n.d. 

Womens Lib, 1974 

Wool Bureau, Inc., 1976 

Wooster College – Ohio, 1976 

World Association for Public Opinion Research, 1980 

Wortham, Charles, 1974 

Wyner, Mr. Nort, 1977-1978 

X-Y-Z Correspondence, 1972-1973 

151





B-200 X-Y-Z – Miscellaneous Promotion, 1974-1975 

Xerox, 1969 

Xerox – Stanford, n.d. 

Yamaha, 1972, 1979 

Yankelovich, Daniel, n.d. 

Yano Economic Research Institute Co., Ltd., 1981 

Yellow Pages – Contract (Robert H Donnelly Corp.), 1973 

Young & Rubicam, Inc. – Instant Cameras, 1978 

Young, Goldman, & Young Co. – Wine Test, 1973 

Young Presidents Organization – Gloria Shulz, Education Associate, 

1974 

Youngs Drug Products Corporation, 1971-1972 

Zenith Radio Corporation, 1973 

Ziegler Advertising Inc., 1973 

Ziff Davis, 1975 

Zippo Manufacturing Co. – Jack McCutcheon, Advertising Manager, 

1973 

SERIES IV UPSTAIRS OFFICE FILES 

B-201 File (A – Miscellaneous), 1968-1988 

Action, 1986-1991 

Action, 1990-1991 

Advertising Age Magazine, 1984 

AIPC (Association Internationale Des Palais Des Congres), 1991 

Alpbach, Tyrol Austria, 1987 

Alper, Jerry – Jerry Alper Inc., Library Consultant, 1989-1990 

American Austrian Foundation, 1987 

American Chamber of Commerce in Austria, 1987 

American Marketing Association, 1981-1984 

Answer – Xmas, 1986 

Anti-Semitism, 1987-1989 

APA (American Psychological Association), 1979-1989 [2 files] 

Ashby, Peter – Griffinwood, Inc., 1987 

Assumptions – “Hidden Assumptions” draft, 1988 

Athens, Greece, 1987-1988 

Austria (Carynthia), 1984 

Austria – November 1988 

Austria – Publicity, 1990 

152

SERIES IV UPSTAIRS FILES 




B-201 Austria – P.R., 1984-1988 [2 files] 

Austria – Round Table, 1988 

Austria – Vertriebene Vernunft, 1988 

Austria – Vienna, 1989 

Austria – Vienna & Hungary, 1983-1987 

Austria – Vorsitzender des Verbandes der Markforscher Oesterreichs, 

1987 

Austria – Zell Am See, 1986 

Austrian Award & Medal, 1990 

Austrian Consulate, 1989 


Austro-American Council, 1988 

Authors Guide (Wiley Encyclopedia of Psychology), 1972. n.d. 

Babcock, Jeanine, 1985 

Bartberg Institut, 1985-1988 

B-202 Baumgartner, Peter (May-June Israel), 1988-1991 

Beads – Pearlhouse (North County Fair, Escondido), 1988 

Becket Inc. – Understanding Your Customers: Means-End Theory and 

Practice, 1991 

Bio – Marketing Research Council, 1988 

Biogr. – new, 1989, 1993 

Birthday – 80 th , 1987-1990 

Blankenship, A.B. – Bio for Market Research Council, 1988 

Boardroom Reports Inc., 1986 

Bogart, Leo – Newspaper Advertising Bureau Inc., 1986-1987 

Book of the Month Club, n.d. 

Book Sales, 1988 

Books in Motion, A Division of Classic Ventures, Inc., 1988 

Boschofsky, Kurt – “Kunst Hinter Gittern”, 1986 

Breuil,Georges – Canisy (Institut Dichter – Francais), 1965, 1970- 

1972 

Brody, Alan, 1991 

Budapest, 1988 

Busek, Dr. Erhard, 1990 

Business Tomorrow – Enterprise de Demain, Michael Pidoux – 

Switzerland, 1973-1974 

Calling Cards, n.d. 

153





B-202 Center for Advertising Services - Mittelstadt, Charles, 1979, 1986 

Catalogs, 1985 

China, 1984 

CIBA-Geigy, n.d. 

Clippings, 1956, 1986-1991 

Clocks & Watches, 1979. n.d. 

Communic [?], 1991 

Communispond, 1972 

Computer Advisory Group, 1985 

Computer/Contents of, n.d., 1993 

Corsini, Raymond J., Ph.D., 1987 

Creativity Course – Miscellaneous, 1978 

D – Miscellaneous, 1983-1987 

D & R Marketing, 1990-1991 

D & R Marketing (Graz), 1982-1991 

Data Bank, 1981 

de la Varre, Andre, 1985 

Demby & Associate, Inc. – Emanuel Demby, 1985-1989 

Demographic Research Company, 1980 

Diamonds – creative memo, 1986 

Dichter Institute, 1982-1983 

Dichter Institute, 1988-1991 

Dichter Institute International – Legal, 1987 

Elder, Norm, Jim Garbor & Associates Marketing Services, 1988-1991 

Erotica, 1990-1991 

B-203 ESOMAR – European Society for Opinion and Marketing Research, 

1987-1991 

Europe ’92, 1988-1989 

Expo Vienna – Dr. Gerhard Feltl, 1989-1990 

Fan Letters, 1980-1989 

Fan Mail, 1989 

Flair – Vienna Flair (English Language Magazine in Vienna), 1986 

France – Misc., 1977 

Frankfurt, 1987, 1989 

Free, Valeria – Media Horizons, Inc., 1986 

Gadir, Simon – Village Roadshow Corporation Limited, 1984-1987 

Garland Publishing, 1984-1988 

154





B-203 Globe TV (Episode TV), 1989 

Gold – Wie Man Das Markt “Gold” Findet (How One Finds the Gold 

Market), 1987 

Golden Lady – Albrocht Fuerthner, Sculptor, 1986 

Grass, Alfred, 1987 

Grayson, Martin – VCH Publishers, 1981 

Graz - Buhnen, 1991 

Grazer Congress, 1991 

Gribin, Michael – Comin’ Back. The Guide to Recovery, 1990 

Group 7-Animation (Gre, Pierre-Jean), 1971, 1973-1974 

GWI Institut Fur Wirtschaftsdokumentation (Institute for Economy 

Documentation), 1985-1988 

Harper, Robert L. – The Management Workshop, 1985 

Hauptmann, Dr. Ingrid, 1988 

Harvard Business Review, 1982-1991 

Heath & Co.(D.C.) – Robert Pitts, 1983 

Hello Austria/Hello Vienna, 1987-1988 

H.I.P. – Health Insurance Plan of Greater New York, 1988 

Hirsch, Hermann, 1985-1986 

Horowitz, Daniel, 1986-1987 

IBM, 1984 

Ideas, 1987-1989 

IFI – Focus on Drycleaning (International Fabricare Institute), 1982- 

1985 

Immediate, 1959-1984 

Impulse – Impuls Werburg AG, 1987 

Incentives, 1991 

Industrie, 1983 

Information ET Publicite (FILE EMPTY), 1972 

Insurance – Downstate Insurance Associations Council Inc., 1987 

Institute of Retail Management, 1983-1984 

International Consumer Marketing, Journal of (Japanese Consumer), 

1987-1988 

IPAC – 1964-1965-1966-1967-etc., 1964-1970 

Janitschek, Hans, 1985-1991 

The Japanese Consumer, 1987 

The Journal of Consumer Marketing, 1982-1988 

Journal of Global Marketing, 1988 

155





B-203 Laboratoire Biosthetique, 1989 

Lazar, Richard, n.d. 

L’Ecole Des Cadres – 1968 France (Jacques Desmot), 1967-1975 

Leavett Advertising (mail order), 1984 

Library Speech – Croton Library Association, 1988 

B-204 Life-Style – “Whose Lifestyle is it Anyway?”, 1985 

Linz, Charles – NAMSB (National Association of Men’s Sportswear 

Buyers), 1987 

Lipstein, Benjamin – National Scanning Services, Inc., 1983-1986 

Liter (Useable), n.d. 

Long Island University, 1985-1989 

Long Island University, 1987-1988 

London – DeBeers Diamonds, 1986 

L’Oreal, 1973 

Loteka, Ernest L. – Productive Communications International, 1990 

Luders-Lohde, Christa – Germany, 1979-1991 

Maintenance Plus, 1988 

Majestic, Martin F., Esq. (Trade Marks), 1983 

Malzl, Hans A.K., 1983 

Management Marketing & Systems – Peter Funck, 1974-1976 

Marketing Review, 1989-1990 

Marketing Seminar – Final Papers, 1988 

Martin, Paul, 1983-1985 

Martini & Rossi – France, 1977-1978 

Materials, 1986 

McCann-Erickson, Inc., 1989 

Means-End Theory, 1991 

Media & Congress – March 1992 in Köln, 1991 

Medical Ideas, n.d. 

Medical Questions, n.d. 

Mercy College (includes seminar papers), 1985 

Merz & Co. – Pharma, 1991 

Miscellaneous Correspondence, 1991 

Miscellany, n.d. 

Missouri – University of Missouri – The Communicator (Peter J. 

DePaulo, editor), 1990 

Mittag, Dr. Jur. Heinz, 1989 

Modern Maturity – Aging, 1988 

156





B-204 Moderne Verlagsgesellschaft, 1991 

Moderne Verlagsgesellschaft – September 16, 1991 

The MoneyPaper – Financial publication for Women, 1982-1983 

Morawa, Dr., 1984-1986 

Moser, Sigward, 1990-1991 

Motorcycle, 1985-1986 

Neira, Leopoldo, Ph.D. – Panama, 1987 

Neira – Dichter & Neira – Panama, 1988-1990 

New York State Psychological Association, 1980-1983 

Non-Verbal, 1985-1986 

Obituaries – Ernest Dichter, 1991 

ORF – Österreichischer Fundfunk (Franz Kreuzer), 1982-1985 

B-205 Ortner, Michael – Ortner & Raos (Dornbin, Austria), 1990-1991 

Panama, 1990 

Panama (I.C.C.), 1987 

Paris Match Magazine, 1970-1971 

Pending, 1981-1992 

Pending – Europe, October 1991 

People, 1989 

People Pending, 1979-1985 

Petro-Canada, 1987 

Philip-Morris, 1986 

Pliskin, Robert – The First Team, Inc., 1991 

Porr, Robert F., 1990 

Pregnant – O.B Gees (shoes), 1991 

Prejudice, 1987 

Prickley Pear (Drugs), 1986 

Princeton List, 1986 

Proctor & Gamble, 1982-1984 

Progressive Grocer, 1986 

Promotion – Alfred Grass, Josef Schmank, 1987 

Psychology and Marketing – University of Oregon, Dr. Ronald Jay 

Cohen / Lynn Kahle1985-1988 

Psychotechnisches Institut, 1988-1989 

Public, 1987, 1989 

Publicity – “Neues Denken Bringt Neuu Märkte” (New Think 

Penetrates New Market), 1992 

Pusch, Hans, 1988-1989 

157





B-205 Qualitative Research Consultants Association, Inc., 1986 

Quest International : Fragrances, Flavours, Food Ingredients, 1988- 

1989 

Quirk’s Marketing Research Review, 1989 

Record, 1987 

Reemy, Jack, 1987 

Reichmann Germany – Rechtsanwalt, Dr. Alexander Isola, MCJ (New 

York University), 1991 

Research Motivational (19) – Motivational Research in the U.S. to 

Cégos, Paris, December 14, 1956 

Rimberg, John, 1987 

Robbins, John, 1984-1985 

Russia – Calling Cards & Addresses, n.d. 

Russia – House Beautiful, “Inside Russia Today”, 1989 

Russia – USSR Contacts, 1990 

Sales Executive Club of New York, 1987 

Samson, Dick – The Center for Human Development, 1980-1989 

Samson, Dick – Entrepreneurs’ Guild, 1990 

Sarkozy, Paul de – France, 1968, 1970 

Schaefer. Wolfgang – Marktforschung, 1986 

Scheer, Dr. Peter, 1983 

Schmidt, Dr. Phil. Elfriede, 1988-1990 

Schwartz, Arnold L. – Achievement Concepts Inc., 1987 

Scientists’ Institute, 1984 

Semantics, 1991 

Shopko Stores Inc., 1986 

Silhouette – Vienna, 1984 

Simon-Miller, Francoise, 1984-1985 

B-206 Sony Magnetic Products Group of America, 199-1991 

Soviets Not Ready For Free Market, 1991 

Sportive Werveproduktion GmbH & Co., 1984 

The Source, 1985 

St. Gallen, Switzerland, 1991-1992 

Stern, Hans – H. Stern Jewelers, 1987 

Stern, Hans – Jewelers, Rio de Janeiro, Brazil, 1991 

Straub, Walter, E., 1987 

Strauch, Rolf, 1984 

Success Magazine, 1989 

158





B-206 Success, The Magazine for Achievers, 1983-1984 

Sutter, Anne Elisabeth – Gotham Art & Literary Agency, Inc., 1985 

Technoserve, Inc. (Thomas W. Dichter), 1982-1987 

Tetra Pak, Canada, 1987 

Thirteen (WNET/Thirteen) – The Exiles documentary film by Richard 

Kaplan re Emigration of European Cultural Figures in the 1930s, 

1987-1989 

Tomek, Editions, 1984-1985 

Top Line magazine, 1987 

Trend – German Magazine, 1988-1989 

Trip Nov. ’90, 1990 

Typing Service, n.d. 

Ueberreuter, 1990-1991 [file 1] 

Ueberreuter, 1990-1991 [file2] 

Ueberreuter (Hussi), 1991 

Ueberreuter – Publicity, 1991 

UMRISS, 1983-1984 

United Nations – World Disarmament Campaign, 1983 

United States International University, 1981-1984 

Universitas Nasional (S. Takdir Alisjahbana, Rector), 1986(?) 

B-207 Vertriebene Vernunft (translation: banished reason) – Symposium in 

Josefsplatz, Vienna, 1987 

Vienna, 1991 

Vienna (December), 1990 

Vital Magazine, 1978-1983 

Vitra G.M.B.H., 1983 

Weisman, Benjamin B., Ph.D. – Financial Consultant, 1980-1981 

Weissman, Seymour, Ph.D. – Clinical Psychologist, 1988 

Wells, Ludmilla (Millie Wells), 1989-1990 

Westchester Community College – Course “How Hot a Manager Are 

You?”, 1986 

Whitney, Robert A. & Co., 1982-1987 

Widmayer, Reinhold C., 1989 

Wieland, C.P., 1979-1987 

Wieland, C.P. – Institut Fur Innovationssysteme und 

Produktentwicklung, 1991 

Wieland, C.P. – Koffee, 1983-1984 

Wiley (John) & Sons, Inc., 1986 

159





B-207 Windsor Systems Development Inc., 1988 

Wochen Zeitung – German Business Weekly, 1989 

Who’s Who, 1986, 1989 

Woodside, Prof. Arch G. – University of South Carolina, 1985 

The Wool Bureau, Inc., 1984 

Wustenrot – Helmut Geier, n.d. 

Xerox, 1984 

Yeshiva University, 1980-1986 

Zell-Am-See, 1986 

Zimmerman, Veva M., M.D. – Addictive Problems, 1990 

SERIES V FILES ON PUBLICATIONS 

B-207 2000, How We Live (The World of Tomorrow is Up To You), n.d. 

Absatzwirtschaft – Germany, 1964-1973 

A.C.E.R. Agencia Literaria – Madrid, 1971-1972 

Action – January, 1991 

American Management Association, 1975-1983 

Amorrortu Editores – Argentina, 1972 

Artwork& Color Samples 

Bank Marketing Association, 1972 

Better Than Valium, 1980-1985 

Billings & Invoices 

Book I Never Wrote, 1976 

Book Reviews, 1964-1985 

Book Sales, 1973-1978 

Boredom in Paradise, 1986 

Cahners Publishing Company, 1972-1977 

Calendar, n.d. 1969 

Cassettes (information), n.d., 1970-1976 

CIGS (George Breuil) – Double Your Life, 1972 

Communispond, 1972 

Copyright – Permission to Print (New World of Packaging), 1974- 

1975 

Copyrights, Contracts, Agreements, 1970-1985 

Correspondence, 1984-1990 

Cosmopolitan – New York, 1971-1973 

Creativity Course – Miscellaneous, 1978 

160





B-207 DER Consultant – Switzerland, 1971 

Dichter Press, 1976-1979 

The Disease of Nationalism (“Wall Book” or “Unification of Europe” 

book), 1965-1967 

The Disease of Nationalism – Releases, 1967 

B-208 Doubleday & Company Inc., 1959 

Econ Verlag GmbH, 1972-1992 

Econ Verlag – Dispute $500), 1976-1982 

Econ Verlag – How to Develop Insight, 1972-1975 

Econ Verlag – New, 1975-1977 

ECON (German Publishers)- The Strategy of Desire, 1992 

The Economic Press, Inc., 1984-1986 

Ediciones la Calavera – Peggy Ahwesh & Rich Pieto (Publishing 

Contract), 1990 

EGO The Magazine for Psychology and Human Engineering., n.d. 

1946 

Elle (Mrs. Balinska) – Paris, 1971-1972 

Elsevier Science Publishing Co., Inc., 1984-1985 

Enquirer (Albright and Hughes, Freelance Journalists), 1979 

Erotica, n.d., 1991 

Expressen – Scandinavian Newspaper, 1970 

Family Circle, 1978 

Family Weekly, 1975-1979 

Fayard (Librairie Artheme Fayard) – The Human Parade / Circus / 

Boredom in Paradise, 1971-1976 

Ferro, Gianfranco, 1964-1967 

Findings – Billings & Correspondence, 1975-1984 

Findings – Billings & Correspondence, 1986-1989 

B-209 Findings – Copies Before Printing, 1980 

Findings – Copyright, 1977-1980 

Findings – Inquiries, 1974-1979 

Findings – Notes, n.d. 

Findings – Notes, n.d., 1971, 1973, 1981 

Findings – Notes, 1975-1976 



Findings – Notes, March 1985 – September 1988 

161





B-210 Findings - Promotional, n.d., 1980 

Garzanti, Aldo (editor), 1960-1971 

Getting Motivated – Book Sale, 1979 

Gold (Unterlg), 1987 

Granada Publishing Limited – London, 1970 

“Grosse Buch der Kaufmotive”, 1982-1983 

Grove Press, 1985 

Hachette – Correspondence, 1972-1980 [publisher of Sacha Books] 

Hachette – Copies, 1976-1980 

Hachette (Daniel Sassier), 1978-1979 

Hachette – France, 1974-1979 

Hachette – L’An 2000, 1978-1978 

Hachette Manuscripts (Librairie Hachette – Paris) L’An 2000. Quel 

Avenir Choisissez-Vous?, 1978 

Handbook of Consumer Motivations – McGraw-Hill, 1964-1972 

Handbook of Consumer Motivations – Reviews, 1965 

Handwörterbuch der Absatzwirtschaft (Poeschel Verlag), 1972 

Harper & Row – Correspondence, 1983-1985 

Harper & Row – Possible New Tests & Quizes, 1982-1985 

Hoffmann & Campe, 1969-1972 

The Hospital – The White Prison, 1972 

How Hot a Manager are You?, 1985-1988 

The Human Factor, 1976-1985 

The Human Factor, November 1986 

How to Feel at Home in Tomorrow’s World, 1970 

I.C.I. (Prof. W. Kraft Ph.D), 1990 

If I Had Only Known, 1981 

In Search of Motivations, 1986 

In Search of Motivations – Sales, 1985-1986 

Illustrations – Unpublished, Useful (Spital Holland, 1917), n.d. 

Independence Press (Jean Hirshman, book editor), 1973 

International Literature Bureau, 1970-1971 

Knapp, Fritz “Handbuch der Bankenwerburg” article, 1970-1972 

“L’Art D’Influencer” – Biblioteheque Du Management (Publi Union), 

1971-1973 

Laterza – Gius. Laterza & Figli, 1970-1971 

Le Livre De Paris, 1972-1973 

Level of Aspiration, n.d. 

Lexican – Motivation, 1980 

162





B-210 “A License to Drive or A License to Kill” (Driver Education – Aetna 

Life Insurance article), 1972 

Literary, 1957-1973 

Literary Market, 1972-1981 

Literary Market Place (R.R. Bowker Co.), 1974 

Living and Loving on Life’s Waterbed, 1985 

Lorch Verlag – Warum Eigentlich Nicht? (Why Not?), 1968-1976 

B-211 The Magic Stone, 1985 

Management Fur Die Elite, 1971 

Marcotty (Verlag Helga Marcotty), 1972 

Marktwirtschaft (Dr. h.c.H.G.Graf von Stackelberg), 1967-1970 

Materials Unpublished, n.d., 1945, 1962, 1965, 1972 

Max Catches a Thief, 1987 

Max The Mind Detective (in German), n.d., 1976 

Max The Mind Detective, n.d., 1977 

McGraw-Hill Book Company, 1971-1991 

Microsoft Windows, n.d. 

Miscellaneous Writings, n.d., 1986 

Miscellaneous Writings - Answer to Fabrege Questionnaire), n.d. 

Miscellaneous Writings – Chapters for Childrens Books, n.d. 

Miscellaneous Writings – Education & Social Reform, 1986 

Miscellaneous Writings – The Future, 1986 

Miscellaneous Writings – Images, 19986 

Miscellaneous Writings – Maintain, 1986 

Miscellaneous Writings – Trends, 1986 

Moderne Industrie – Managemenet Enzyklopädie 

“Motivationsfordschung-Neue Aspekte” chapter, 1972-1975 

Money Book, n.d., 1975-1976 

The Monster Within You, n.d., 1964 

Moses – (Why Moses Was a Flop), n.d., 1988 

The Most Effective Advertising and Motivational Appeals (Crain 

Books), 1981 

Motivating – Royalties–Germany, 1971-1972 

Motivating Human Behavior, 1971-1974 

Motivating Human Behavior – Danish Rights, 1972 

Motivating Human Behavior (Galleys), 1971 

Motivating Human Behavior (Israel), 1972 

Motivating Human Behavior (Japanese), 1971-1972 

163





B-211 Motivating Human Behavior – McGraw-Hill Publicity, 1970-1972 

Motivating Human Behavior – Reviews, 1970-1971 

Motivating Human Behavior – Sweden, 1971 

Motivation - Notes & Articles by others 

Motivations, n.d., 1971-1972 

Motivations- binder, 1956 

Motivations – binder, 1957 

Motivations, July 1956 – Sept. 1957 

Motivations, 1971-1972 

N.A.L. (New American Library), 1984-1985 

New Opportunities in a Changing Society (McGraw-Hill), 1971 

Non Future Shock, 1971 

Non-Future Shock – 3 rd Progress Report (Engish), November 29, 1971 

Non-Future Shock CIGS/Pergeaux (Adaptation Pragmatique au Futur 

des Individus et des Collectivités), 1971-1972 

Packaging – Photos, 1975 

Packaging Article – Grolier Inc., 1983 

Pageant, 1947 

Parker Publishing Company, Inc., 1967-1971 

Patients – articles dealing with, n.d., 1976 

Pergamon Press, Inc., 1978-1980 

Persuasive Communications, nd. 

Press Contact – Interviews by Others for Articles, Books (English), 

n.d., 1968-1974 

Presses de la Cité, 1972 

Products (new), 1979-1982 

Psycho Detective (3) “So You Think You Know People” (script of 

radio program – records in cabinet), 1946 

Psychodrama – Radio, n.d. 

Psychologie der Verpackung, 1972 

“Psychologische Phänomene”, 1973-1976 

B-212 Revel, Jean-François, 1971 

Rich Man, 1988 

Ringier – George Ubenauf, 1982 

Royalties, 1977-1983 

“Sales Pitch Which Saved My Life” (excerpt from autobiography) – 

Readers’ Digest, 1985 

Sasha – Correspondence, 1975-1976 

164





B-212 Sacha and His Five Senses, 1972 

Sasha (Sacha), n.d., 1975 

Sasha – The Cross Eyed Judge, n.d. 

Sasha – The Magic Belly Button, n.d. 

Sasha – The Magic Mini – Tape Recorder (Librairie Hachette), 

1972-1973 

Sasha – Sasha and The Onion, 1972 

Sasha – The Suppose Stone, 1972 

Sasha – Sacha Will Be a Man, n.d. 

Sasha Books Translation German (Paul) (Max), 1977, 1979, 1988 

Schilling Verlag, 1971 

The Second Career, 1972-1973 

“Should a Father Discuss Sex with His Daughter?”, n.d. 

Stein and Day Publishers, 1985 

The Strategy of Desire, 1959-1969 

Strategy of Desire – Reviews, 1960 

Stress Test, n.d. 

Syndication International – IPC Services Ltd., 1971 

Techniques of Changing Human Behavior – Dutch Rights 

Techniques of Changing Human Behavior – German Rights, 1964- 

1972 

Techniques of Changing Human Behavior – Spanish Rights, 1972 

Techniques of Changing Human Motivation – Italian Rights, 1970- 

1972 

Today’s Health, “The Making of a Woman President”, “How To Go 

On a Emotional Diet”, 1971-1972 

Top Man, n.d., 1984 

Top Manager, 1984 

Total Self-Knowledge (Stein and Day Publishers) – BCB Tests, 1975- 

1976 

Van Nostrand Reinhold Co., Inc., 1983-1984 

Videothek Programm GmbH, 1970-1971 

The Viking Press Inc., 1973 

Warum Eigentlich Night?- Reviews, 1972 

Westview Press (Frederick A. Praeger), 1984-1985 

“Whose Like is it Anyway”, n.d., 1982 

“Why Not” – CBI Publishing Co., 1978-1980 

165





B-212 

Wiley Encyclopedia of Psychology, 1982 

Wyden – Peter H. Wyden, Publisher, 1974 

Youth, n.d., 1967 

SERIES VI FILES ON OPERATIONS 

B- 213 Address Book, n.d. 

Applications (to work with Dichter), 1975-1981 

Applications (for employment), 1991-1992 

Appointment Books, 1954-1968 

Bibliographies 


Blue Book (Domestic), n.d. 

Brochures – Ernest Dichter Motivations, Inc./Dichter Institute 

International 

Brochure – Institute for Motivational Research, n.d. [2 files] 

Business Cards & Calling Cards, n.d. 

Client List, prior to 1981 

Client List – Ernest Dichter Associates International, Ltd., 1972- 

1975 

Client Lists, n.d. [3 files] 

Contact Lists 

Contacts & Services – Foreign 

Contacts & Services – U.S. – Atlantic Coast 

Contacts & Services – U.S. – New England 

Contacts & Services – U.S. – Pacific Coast 

Contacts & Services – U.S. – Southeast 

Contacts & Services – U.S. – Midwest to Chicago 

Contacts & Services – U.S. – West 

Contacts List, 1973 

Depth Interview – General Information for Interviewers 

Directions to Croton 

General Fact Sheets – Dry Cleaning Study, n.d. 

General Fact Sheets – Telephone Study 

Institute Brochures 

International Secretary – Applicants (English), 1961-1964 

Interpersonal Relationships Observation Chart 

166




SERIES VI FILES ON OPERATIONS 

B-213 Interviewer Sample Packet 

Interviewers & Researchers – Croton Area 

Interviewers & Researchers – New York City 

Interviewers & Researchers – New York State 

List of Available Publications 

New Business, 1978-1979 

B-214 Note Books, n.d. 

Questionnaire: Total – Part II p. 126-245 (in French), 1966 

Promotion, 1972-1973 

Promotion, 1973-1974 

Promotion – “P”, 1970-1972 

Promotions – Canada 

Promotions (freebees), 1977 

Promotions – Illinois 

Promotions – Minnesota 

Promotions – Needs Follow-Up, 1975-1976 

Promotions – Possible, 1973-1977 

Promotions (Unimportant), 1976-1978 

Publicity 

Services Available to Clients 

Stock Record Book, n.d. 

Studies in London Office 

Survey Sheets, n.d. 

Temporaries – Office Help Temporaries, 1975 

Tests & Testing – Trade Catalogs, 1937-1959 

Useful Notes 

Wechsler Adult Intelligence Scale – Block Design, 1955 

Wechsler Adult Intelligence Scale – Manual, 1955 

Wechsler Adult Intelligence Scale – Misc., 1955 

Wechsler Adult Intelligence Scale – Object Assembly “F”, 1955 

Wechsler Adult Intelligence Scale – Object Assembly “E”, 1955 

Wechsler Adult Intelligence Scale – Object Assembly “H”, 1955 

Wechsler Adult Intelligence Scale – Object Assembly “M”, 1955 

Wechsler Adult Intelligence Scale – Picture Arrangement, 1955 

Wechsler Adult Intelligence Scale – Picture Completion, 1955 

167

Ernest Dichter Papers - Hagley Museum and Library

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