Promoting the consumer society: Ernest Dichter, the Cold War and FBI

Purpose – In the annals of marketing history and the history of marketing thought, there is a key figure whose influence from the mid‐twentieth century through to the present day is worthy of note, Dr Ernest Dichter. The purpose of this paper is to place Dichter's writings in appropriate context and posit that arguably more insight into this charismatic figure can be discerned by taking greater account of the Cold War (1946‐1991) climate in which he was working and writing. Design/methodology/approach – This paper is best thought of as an example of biographically inflected research. The paper focuses on the “socially progressive” aspect of his writings in order to display Dichter's support for the American economic system in the Cold War climate of the 1950s, 1960s and 1970s. The author highlights how Dichter came to the attention of the Federal Bureau of Investigation in the mid‐1950s. What this paper underscores above and beyond all those that have explored aspects of Dichter's life is that his character was interpreted by respondents to FBI questioning in ways that reflected geopolitical circumstance. Findings – Some of those interviewed by the Bureau praised him highly, whilst others labelled him a Communist, and accused his organisation of employing people with similar leanings. While Dichter may have had some limited associations with socialist doctrines in his early youth, such accusations were misplaced. But, overall, what this paper highlights is a highly malleable practitioner whose practices and writings both contributed to the society in which they were disseminated, but also shifted with the circumstances in which they circulated. Originality/value – This paper adds an important dimension to the biography of Ernest Dichter which has not previously been explored.