October 2011 Book Review
The Hidden Persuaders
by Vance Packard
Originally published in 1957, this book apparently exposed the average consumer to practices going on behind the closed doors or businesses and ad agencies. The practice of studying consumer behavior or as it’s referenced in this book as Motivational Research. Vance Packard’s take on the subject seemed extremely cynical, but I work in this industry, so who am I to judge. It is interesting to read about practices taking place as far back as the fifties and to see the birth of our consumerism culture (a move from purely need based purchases to want).
“You’ll watch for style changes in next year’s appliances, tend to consider your model ‘obsolete’ after two or three years even though it works well—just as your husband watches year-to-year style changes in cars, tends to consider the family model outdated after two or three years even though it runs beautifully.”
The Fightin' Analyst Book Rating:
out of five stars