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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“Impenetrable in their dissimulation, cruel in their vengeance, tenacious in their purposes, unscrupulous as to their methods, animated by profound and hidden hatred for the tyranny of man—it is as though there exists among them an ever-present conspiracy toward domination, a sort of alliance like that subsisting among the priests of every country.”
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