Editorial Board

The following scholars and academics have provided feedback, advice and written content for Market Research and American Business, 1935-1965, for which we are very grateful:


John Desmond - St. Andrews University



Dr John Desmond is a Reader in Management and an Honours Advisor at the School of Management, St. Andrews University. Research interests include developing new understandings of the relationship between consumers and marketers and of morality and marketing. Currently he is exploring the history of marketing, the construction of marketing knowledge and relations between marketing practitioners and academics.

Given his invaluable experience of teaching on the subject of Ernest Dichter and motivational research, John has provided a written tutorial piece for Market Research and American Business, 1935-1965, which can be found here.


Daniel Horowitz - Smith College



Daniel Horowitz, Mary Huggins Gamble Professor of American Studies, Smith College Emertius, is a historian whose work focuses on the history of consumer culture and social criticism in the United States during the 20th century. Daniel has been awarded numerous academic prizes for his work, notably the Constance Rourke Prize for his 1996 article, "Rethinking Betty Friedan and The Feminine Mystique: Labor Union Radicalism and Feminism in Cold War America," American Quarterly.

Among his publications are The Morality of Spending: Attitudes Toward the Consumer Society in America, 1875–1940 (1985), selected by Choice as one of the outstanding academic books of 1985; Vance Packard and American Social Criticism (1994); Betty Friedan and the Making of The Feminine Mystique: The American Left, The Cold War, Modern Feminism (1998) and The Anxieties of Affluence: Critiques of American Consumer Culture, 1939–1979 (2004), selected by Choice as one of the outstanding books of 2004 and winner of the Eugene M. Kayden Prize for the best book published in the humanities in 2004 by a university press.


Daniel has provided an essay entitled 'Consumer Culture in the United States, 1935-1965' for this resource.


Joseph Malherek - George Washington University



Joseph Malherek is a PhD candidate in American Studies. He is presently on fellowship with the Botstiber Institute for Austrian-American Studies as he works to complete his dissertation, “Émigré Scientists of the Quotidian: Market Research and the American Consumer Unconscious, 1933-1976,” directed by Joseph Kip Kosek.

His academic interests are in American cultural history, modern intellectual history, transnational history, political economy, critical theory, and the history of capitalism. His own research concerns consumption and consumerism in America, from the perspective of both consumers themselves and the marketing professionals who have sought to understand, define, and persuade them from the late-nineteenth century to the present. He has taught topics including post-war American consumerism, the political and social history of the U.S., immigration and religion in the American context, and European history.


He was a Henry Belin du Pont dissertation fellow at the Hagley Museum and Library in Wilmington, Delaware in fall 2012, and he has been awarded research grants to Columbia University’s Rare Book and Manuscript Library; Duke University’s Hartman Center for Sales, Advertising and Marketing History; and the University of Wyoming’s American Heritage Center.

Joseph has written an essay entitled 'Ernest Dichter and American Market Research, 1946-77' for this resource.


Katherine Parkin – Monmouth University



Katherine Parkin, Professor of History, Monmouth University, is a US historian whose work focuses on the history of women, culture, advertising, and consumerism.  She discovered Ernest Dichter while researching her first book, Food is Love: Food Advertising and Gender Roles in Modern America (University of Pennsylvania Press, 2007).  She published “The Sex of Food and Ernest Dichter: The Illusion of Inevitability” in Advertising & Society Review in 2004. Her work on Dichter was showcased in Marc Abram’s 2005 column and book on Improbable Research, and was interviewed by Emily Bobrow for the “Sex and Advertising: Retail Therapy” that appeared in The Economist in 2011.

The Popular Culture/American Culture Association awarded both Food is Love and her most recent book, Women at the Wheel: A Century of Buying, Driving, and Fixing Cars (University of Pennsylvania Press, 2017) with the Emily Toth Award, for the best book in women’s studies and popular culture.

Katherine has provided an essay entitled 'The Sex of Food and Ernest Dichter: The Illusion of Inevetability' for this resource.


Joseph Plummer – Columbia Business School



Joe Plummer is adjunct Professor in the Columbia Business School and Senior Advisor at Olson Zaltman Associates. He is co-author of The Online Advertising Playbook focusing on the emergence of the internet as a marketing platform. Prior to joining Olson Zaltman, Joe was EVP at McCann Worldgroup, Vice Chairman at DMB & B, EVP at Young & Rubicam, and SVP at Leo Burnett. He was also a managing director at Paine Webber/Y&R Ventures, and Chief Research Officer at the Advertising Research Foundation. Joe serves on the President’s Council at Ohio State University, where he received his Masters and PhD.

Joseph has written a personal account of his experience with Dichter when their paths crossed at the Leo Burnett Company in the 1960s. This account can be found here.


Craig Thompson - Wisconsin School of Business



J. Craig Thompson is the Gilbert and Helen Churchill Professor in the Marketing Department of the Wisconsin School of Business. His research focuses on issues related to the use of qualitative methodologies in marketing, gender differences among consumers, media effects on consumer perceptions and body images, consumer satisfaction, and the symbolic aspects of consumer behavior.


Craig has published articles in the Journal of Consumer Research, Journal of Public Policy & Marketing, International Journal of Research in Marketing, and Advances in Consumer Research. He serves on the editorial boards of the Journal of Consumer Research and the Journal of Public Policy & Marketing.

His teaching interests are in the area of consumer behavior, research methodology, marketing theory, and retail management. Craig has provided valuable advice over the course of the project.


Stefan Schwarzkopf - Copenhagen Business School



Stefan Schwarzkopf is an associate professor at in the Department of Management, Politics and Philosophy at CBS. His primary areas of research include the history of markets, marketing history, marketing theory, economic sociology, history and theory of the social sciences.


He has written several articles on consumer culture including: “They do it with mirrors: advertising and British Cold War consumer politics”, in Contemporary British History; “The consumer as "voter", "judge" and "jury": historical origins and political consequences of a marketing myth”, in Journal of Macromarketing; “The political theology of consumer sovereignty: towards an ontology of consumer society”, in Theory, Culture & Society and “The market order as metaphysical loot: theology and the contested legitimacy of consumer capitalism”, in Organization. Notably, Stefan has contributed to and edited the title: Ernest Dichter and Motivation Research: New Perspectives on the Making of Post-war Consumer Culture.

As well as providing valuable advice and assistance throughout the project, Stefan has also written all four case studies for this resource as well as an introductory essay to Dichter and his reception in both the United States and the United Kingdom.