There is often no rigorous follow-up study. Packard occasionally makes his points with case studies that are either trivial e. Similarly, small retailers and investors were thought to need repeated doses of reassurance.
Marketing Eight Hidden Needs. And since MR is expensive, there is a built-in motivation to limit the size of the sample population. The Hidden Persuaders was enormously persuasive in its time Marketing Eight Hidden Needs.
I wondered whether Packard was himself a cigarette smoker; his repeated dismissive references to "the lung cancer scare" began to sound a little defensive after awhile. The growing sameness of products and Summary of the hidden persuaders by complexity of their ingredientshad made it very hard for either marketers or consumers to make reasonable distinctions among products in the same category.
Food has special meaning for fat people they use it as a substitute for other forms of gratification and for people under stress -- so hospitals were counseled not to offer strange or unusual foods. Frivolousness is in the eye of the beholder.
Asked about 14 specific advertising and marketing practices … [of] American business, they consider the negative ones [to be] far more common than the positive ones. Our purchasing habits change as we adopt the choices of the group we seek to enter.
Class and Caste in the Salesroom. Home freezers, a way to store more food than people could possibly eat, were sold as symbols of security, warmth, and safety. The persuasive techniques of MR and the values that it advances consumption, groupthink hold some disturbing implications, which are already evident in current [i.
Molding "Team Players" for Free Enterprise. The techniques Packard describes can also be viewed simply as a refinement of techniques of advertising, communication, and persuasion, in order to address needs of a different kind -- needs which represent the next stage of consumption patterns, instigated by the synergistic effects of mass production and widespread wealth.
Coping with Our Pesky Inner Ear. Book Summary and Critique: There is often no rigorous follow-up study. The social consensus veers toward one or the other -- eras of consumption alternate with eras of restraint -- in response to various forces, the most powerful of which may be the state of the economy.
Ad men recognized three different levels of human consciousness: Rx for Our Secret Distresses. The drive to create psychological obsolescence by making the public style-conscious and then switching styles extended to typewriters, phones, and home appliances, where color was the primary sign of newness.
And a host of products e. Commercialism of political campaigns; candidate as product. MR was also concerned with developing product and brand loyalty early in life and thus creating eager consumers for the future.
In industry, the emphasis on team play coincided with the appearance, in plants and offices, of social scientists, who brought their insights and techniques to bear on "the perversity of man. Some companies offered prizes to kids who could bring parents into the showrooms. Motivational researchers were asked to help assure that TV shows would have a strong impact on children.
Packard makes a good case, filled with telling anecdotes drawn from trade magazines and interviews with advertising industry insiders. The Thematic Apperception Test, for example, is still with us.
Of course we buy products on the basis of the ways in which their characteristics interact with our own. In fact, advertising is simply salesmanship. Middle Majority," who lives under a strong moral code in a highly restricted world. The campaigns featured carefully-staged conventions and campaign appearances, five-minute instead of minute TV speeches, and saturation advertising.
Controversy over laugh tracks on TV. This "psychological marketing" was considered key to economic growth, for if consumers started watching their dollars and becoming more cerebral about their purchases, it would become more difficult for the depth merchandisers to tempt people into impulse buying, status-symbol buying, leisure buying, and many other forms of self-indulgent consumption.
Also, different research experts can interpret the same test results differently. And the Hooks are Lowered. The answer was to help people, in an easy, warm, emotional way, to make unreasonable distinctions, by giving each product a distinctive, highly appealing image.
In any event, neither side should attempt to impose its values on the other. Most Americans are vulnerable to one of three merchandising strategies:Book Summary and Critique: The Hidden Persuaders.
Summary of THE HIDDEN PERSUADERS by Vance Packard 1. The Depth Approach. This book is about the large-scale -- and sometimes impressively successful -- efforts to use insights from psychiatry and the social sciences (and provided all too willingly by cooperative psychologists and social.
Featuring an introduction by Mark Crispin Miller, The Hidden Persuaders has sold over one million copies, and forever changed the way we look at the world of advertising. Vance Packard () was an American journalist, social critic, and best-selling author/5(68).
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Do Not Waste there are profound moral questions about using mass media to play on people’s hidden fears and weaknesses to sell them products. In The Hidden Persuaders, Rob Walker described what Word of Mouth (WOM) is, some background of a Word of Mouth company, joined companies and agents¡¦ beneficence after.
Vance Oakley Packard (May 22, – December 12, ) was an American journalist and social critic. He was the author of several books, including The Hidden killarney10mile.com was a critic of consumerismAlma mater: Pennsylvania State University, Columbia University Graduate School of Journalism.
The Hidden Persuaders was first published in and is one of the first popular books to describe the psychological techniques advertisers and marketers use to sell their wares. While these techniques have only become more sophisticated in the half century since the /5.Download