Word: psychologist
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Dates: during 1950-1959
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...Manhattan last week, the TV industry was mulling over the advice of a practicing psychologist. Vienna-born Dr. Ernest Dichter had told his 60-odd corporate clients that U.S. women who claim they don't like daytime TV are only fooling...
...Psychologist Dichter* arrived at this conclusion, not by asking women questions and totting up the answers, but by letting them "ramble on." He explained: "We use a free association technique." Added his pressagent: "Dr. Dichter's conducting a revolution against pure statistics...
...thus plumbing the female subconscious, Psychologist Dichter decided that what kept women from watching pure entertainment programs in the daytime was 1) fear of temptation and resultant loss of work time, 2) guilt feelings if work is not finished, and 3) fear of loss of recognition as a "sacrificing housewife." On the other hand, Dr. Dichter believes that women would be bored stiff by "domestic and educational" programs. His conclusion, a tip to program directors and sponsors: to catch women daytime viewers, shows must be labeled as "educational" but actually be "camouflaged entertainment...
...crowd booed him from habit just the same. Said a plaintive LaMotta next day: "I know the fans don't like me because of my poor fights with Billy Fox and Robert Villemain. But I'm turning over a new leaf. I've got a psychologist, and he's advising me how to go about getting popular...
...Hubbard, 39, a swashbuckling, red-haired six-footer, originally unveiled dianetics in the magazine Astounding Science-Fiction. As a result, its earliest devotees were science fiction fans. When Dianetics was first published (Hermitage House; $4), doctors and psychologists paid it little heed. But last week some were getting in on what seemed like a good thing. The Los Angeles Times carried an ad: "Those interested in receiving dianetic auditing please telephone DU 2-3260." At the end of the line was Dr. Vernon Bronson Twitchell, psychologist; he said he got about a dozen calls...