In The Hidden Persuaders, first published in 1957, Packard explores the use of consumer motivational research and other psychological techniques, including depth psychology and subliminal tactics, by advertisers to manipulate expectations and induce desire for products, particularly in the American postwar era. He identified eight "compelling needs" that advertisers promise products will fulfill. According to Packard these needs are so strong that people are compelled to buy products to satisfy them. The book also explores the manipulative techniques of promoting politicians to the electorate. The book questions the morality of using these techniques.
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“The human face is a weak guarantee; yet it deserves some consideration. And if I had to whip the wicked, I would do so more severely to those who belied and betrayed the promises that nature had implanted on their brows; I would punish malice more harshly when it was hidden under a kindly appearance.”
—Michel de Montaigne (1533–1592)