What do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freud and his followers. By the 1950s, Freudian psychology had become the adman's most powerful new tool, promising to plumb the depths of shoppers' subconscious minds to access the irrational desires beneath their buying decisions. That the unconscious was the key to consumer behavior was a new idea in the field of advertising, and its impact was felt beyond the commercial realm. Centered on the fascinating lives of the brilliant men and women who brought psychoanalytic theories and practices from Europe to Madison Avenue and, ultimately, to Main Street, Freud on Madison Avenue tells the story of how midcentury advertisers changed American culture. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, and the father of motivation research, Viennese-trained psychologist Ernest Dichter, adapted techniques from sociology, anthropology, and psychology to help their clients market consumer goods. Many of these researchers had fled the Nazis in the 1930s, and their decidedly Continental and intellectual perspectives on secret desires and inner urges sent shockwaves through WASP-dominated postwar American culture and commerce. Though popular, these qualitative research and persuasion tactics were not without critics in their time. Some of the tools the motivation researchers introduced, such as the focus group, are still in use, with "consumer insights" and "account planning" direct descendants of Freudian psychological techniques. Looking back, author Lawrence R. Samuel implicates Dichter's positive spin on the pleasure principle in the hedonism of the Baby Boomer generation, and he connects the acceptance of psychoanalysis in marketing culture to the rise of therapeutic culture in the United States.

"Psychology has stepped down from the university chair into the marketplace" was how the New York Times put it in 1926. Another commentator in 1929 was more biting. Psychoanalysis, he said, had over a generation, "converted the human scene into a neurotic." Freud first used the word around 1895, and by the 1920s psychoanalysis was a phenomenon to be reckoned with in the United States. How it gained such purchase, taking hold in virtually every aspect of American culture, is the story Lawrence R. Samuel tells in Shrink, the first comprehensive popular history of psychoanalysis in America. Arriving on the scene at around the same time as the modern idea of the self, psychoanalysis has both shaped and reflected the ascent of individualism in American society. Samuel traces its path from the theories of Freud and Jung to the innermost reaches of our current me-based, narcissistic culture. Along the way he shows how the arbiters of culture, high and low, from public intellectuals, novelists, and filmmakers to Good Housekeeping and the Cosmo girl, mediated or embraced psychoanalysis (or some version of it), until it could be legitimately viewed as an integral feature of American consciousness.

One of The Economist's 2011 Books of the Year A Boston Globe Best Nonfiction Book of 2011 Well before the 1960s, a sexual revolution was under way in America, led by expatriated European thinkers who saw a vast country ripe for liberation. In Adventures in the Orgasmatron, Christopher Turner tells the revolution's story—an illuminating, thrilling, often bizarre story of sex and science, ecstasy and repression. Central to the narrative is the orgone box—a tall, slender construction of wood, metal, and steel wool. A person who sat in the box, it was thought, could elevate his or her "orgastic potential." The box was the invention of Wilhelm Reich, an outrider psychoanalyst who faced a federal ban on the orgone box, an FBI investigation, a fraught encounter with Einstein, and bouts of paranoia. In Turner's vivid account, Reich's efforts anticipated those of Alfred Kinsey, Herbert Marcuse, and other prominent thinkers—efforts that brought about a transformation of Western views of sexuality in ways even the thinkers themselves could not have imagined.

This classic work by the Father of Psychoanalysis, is essential reading for any serious student of psychology. Dr. Freud covers the hidden meanings within our dreams, especially repressed sexual desires, the purpose of our conscious and unconscious minds, and the importance of dreams to our wellbeing. This title is, in essence, a comprehensive analysis of Freud's psychoanalytical studies, research and empirical observations. Freud begins by explaining the meaning of dreams through presentations of varied real examples. He then proceeds to explain the causes of dreams and their relation to past and on-going events in our lives, he analyses dream elements, and then explores specified topics such as sexual thoughts in dreams and humans desires and wishes.

The authors explore the influence of Freud's thinking on twentieth-century intellectual and scientific life within Cambridge and beyond.

Ernest Dichter is famous as one of the founding fathers of motivational research. In applying the social sciences to a variety of problems, Dichter emphasized new approaches to problem solving, advertising, politics, and selling, and issues of social significance such as urban renewal, productivity, and drug addiction. As an author and corporate adviser, he used psychoanalytic theory and depth interviewing to uncover unconsciously held attitudes and beliefs. He goal was to help explain why people act the way they do and how positive behavioral change might be achieved. In The Strategy of Desire, Dichter both counters the argument that motivational research amounts to manipulation, and shows how the understanding and modification of human behavior is necessary for progress. Dichter's survey and analysis of behavior ranges widely. He examines everyday matters of product choice, as well as such broad civic issues as voter participation, religious toleration, and racial understanding. He shows that in order to achieve socially constructive goals, it is necessary to move beyond theological exhortation, which takes an unrealistic view of human morality, as well as beyond the limits of empirically oriented social science research, which only deals in appearances. Dichter sees human action as rooted in irrational and often unconscious motivation, which can usually be uncovered if the correct approach is used. In his consumer research, he analyzes the nonutilitarian importance of objects in everyday life, as well as how products and materials become bound with emotional resonance or acquire different meanings from different contexts or points of view. Dichter shows that success depends on the satisfaction of desires and a movement beyond the ethic of work and saving. Arguing that in an increasingly technological world, progress and social harmony are materially based, he advocates a morality of the good life in which prosperity and leisure lead to greater h