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...Psychologist Ernest Dichter, specialist in motivational research-"MR" to Madison Avenue clients (TIME, May 13)-probed the motives of both doctor and patient, told a forum of 1,000 physicians in Washington that they should abandon the "father image" role of the old-style family doctor. Dichter advised: "Accept the fact that today's patient has grown up and can read current medical articles," and treat him more as an equal. This goes for fees, too: the doctor should quit thinking of himself as a saint, admit frankly that he has to be a businessman. "Patients resent having fees...

Author: /time Magazine | Title: Medicine: Critics' Field Day | 4/7/1958 | See Source »

Another factor, which applies to soft drinks and hard liquor as well as tobacco, has to do with pampering oneself" and feeling guilty about doing so. Dr. Ernest Dichter, a Viennese psychologist now practicing MR at Croton on Hudson. N.Y., and one of the pioneers in the field, concluded that every time a "self-indulgent" product is sold, the buyer's guilt feelings must be assuaged by couching the advertising in terms to make the self-indulgence morally acceptable; for example, by saying you deserve candy...

Author: /time Magazine | Title: Medicine: Psychology & the Ads | 5/13/1957 | See Source »

...penumbra art as saying: "It is about as far advanced as public-opinion polling was in the early '30s." But because it is subtler, and specifically because it deals with the unconscious, MR is probably far more influential than Gallup polling, and potentially more sinister. Psychologist Dichter offers a smooth line in defense: "Persuasion is education. Ideally people should never be influenced, but the fact is they are constantly influenced by parents, teachers, etc. . . . Creative discontent is wholesome; only when the goal of persuasion is to instill stale contentment is it immoral . . ." But a Honolulu public-relations...

Author: /time Magazine | Title: Medicine: Psychology & the Ads | 5/13/1957 | See Source »

Warns Psychologist Dichter: the hospital patient's typical emotional crisis affects not only his recovery, but "such decidedly practical matters as the rate of payment of bills [or] the success of fund-raising drives...

Author: /time Magazine | Title: Medicine: Wanted: Mothering | 9/20/1954 | See Source »

Hospitals which try to change their routines get nowhere. The complaints go on. Says Dichter: it is not really bad coffee or the early awakening that bothers the patient but a basic emotional need for being mothered. However, this must be done with the greatest care: even when an adult is behaving most like a child, he resents any apparent slight to his "mature individuality." He seems to feel: "Care for me. But also respect...

Author: /time Magazine | Title: Medicine: Wanted: Mothering | 9/20/1954 | See Source »

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