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The Engineering of Consent Hardcover – January 1, 1955

by Edward L. Bernays (Author), Howard Walden Cutler (Author)
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"The Engineering of Consent" is an essay by Edward Bernays first published in 1947. He defines "engineering consent" as the art of manipulating people. It maintained that entire populations, which were undisciplined or lacking in intellectual or definite moral principles, were vulnerable to unconscious influence and thus susceptible to want things that they do not need. This was achieved by linking those products and ideas to their unconscious desires. Ernest Dichter, who is widely considered to be the "father of motivational research," referred to this as "the secret-self of the American consumer. In other words, consumer psychologists have already made the choice for people before they buy a certain product. This is achieved by manipulating desires on an unconscious level. The central idea behind the engineering of consent is that the public or people should not be aware of the manipulation taking place.
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  1. Print length
    246 pages
  2. Language
    English
  3. Publisher
    University of Oklahoma Press
  4. Publication date
    January 1, 1955
  5. See all details
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