116
Freud in Consumerland
HANDBOOK OF CONSUMER MOTIVATIONS: The Psychology of
the World of Objects, by Ernest Dichter
(New York, N.Y.: McGraw-Hill Book Company, 1964. Pp. xvl, 486. $10.00.)
Fifteen years ago this reviewer introduced Dr.
Dichter as a speaker before a chapter of the American
Marketing Association. His introduction referred to
Dr. Dichter as "a Freudian in marketing research."
Dr. Dichter quickly disclaimed the honor. This latest
hook proves his point He is only 90% a Freudian,
with other systems sprinkled in lightly here and there:
Adler, Jung, and Tolman, to mention a few.
The book could accurately carry a subtitle: Freud
in Consumerland. "One young man could never eat
breakfast," we are told, "because of an association . . .
in his mind since . . . childhood between the hand of
his mother setting tbe breakfast and the thought of
[her] marital relationship . . . during the preceding
night." On a more practical basis, we are told that
advertising dealing with powerful, huge machinery is
almost of an erotic nature. Some of the really earthy
discussions couldn't be published in an acceptable family
magazine, and, in the opinion of this reviewer, belong
neither in a presumably 6?<si?iess-oriented book, nor in
this journal.
Dr. Dichter, writing or speaking, is stimulating and
provocative. Parts of the book are beautifully written;
no portion is dull. But the basic concept of the book's
organizationthat of a handbookappears question-
able. For a Dr. Dichter, who specializes in depth work,
there is no chance to discuss in depth. Short sections
are devoted to alphabetized subjects of interest to the
marketing man. These are so short that at just about
the time you get interested in what is being said the
discussion stops. Because of its structure, this is not
a book that one simply picks up and reads through.
Rich Meal No Fat .
INTERNATIONAL BUSINESS: PRINCIPLES AND PROBLEMS,
by Howe Martyn
(New York: The Fress Press of Glencoe, 1964. Pp. xiv, 288. $5.50.)
A rapidly developing trend in business management
is involvement in international operations. Since the
publication of Management of International Operations
by John Fayerweather (reviewed in the JOURNAL OP
MARKETING in October 1960), new books of a general-
ized or specialized character have been appearing with
increasing rapidity. International Business is, perhaps,
the most comprehensive of those published recently.
Professor Howe Martyn has utilized many years of
practical business experience in Canada, the United
States, and foreign countries in assembling and pre-
senting the material in the wide range of subjects
covered. His analyses and evaluations are well larded
with specific examples of companies participating in
Journal of Marketing, January, 1965
unless a reviewer. The handbook structure also results
in occasional repetition of a case under more than a
single heading.
As you read this book, you often find yourself going
through a section where you say to yourself: "Well,
that makes sense. He's right and that's down-to-eartb."
Then you hit an explanation of simple truth that is
grotesque. Beets are disliked by many people. That's
an acceptable statement. But do you know why? They
suggest blood! "Well," you muse, "maybe that ts it."
But then Dr. Dichter cites a case of one man's child-
hood exposure to menstrual blood as an example! It
"shakes" you.
Dr. Dicbter delves too often for hidden explanations,
overlooks the obvious. In discussing influence of mass
displays on impulse buying of soap, he stresses impor-
tance of the consumer's having run out of soap in the
past, not wanting to do so again. Apparently, though
this is not said, the lushness of the display contrasts
with their past experience. But retailers know that
mass displays of almost any merchandise (of reasonably
rapid turnover) will increase sale of the item.
The Foreword says this book is for the communica-
tions expert (in advertising, sales, marketing, promo-
tion, public relations, teaching, or politics). The teacher
might find some interesting classroom examples. But
this is a potentially dangerous book for communications
experts with decisions to make. The half-truth and no-
truth are so intermingled with the truth that it would
take a Philadelphia lawyer to sort it all out.
A. B. BLANKENSHIP
Carter Products, Inc.
international business and of government policies favor-
able or unfavorable. These examples well emphasize
the rapid internationalization of business.
Although the book is small, the 18 chapters are full
of fundamental information. In fact, it may be said
that the book is all rich "meat" with none of the usual
filler "fat." Even customary, separate, space-consuming,
and sometimes irrelevant, statistical tables are absent;
essential statistics are included in the text.
The 18 chapter subjects range from the Significance
of International Business through New Forms and
Methods, the Pattern of International Investment, the
Legal Framework, International Enterprise and Eco-
nomic Growth, the Profits of International Firms Or-