Dichter was just as blunt about the purpose of advertising. It was never merely to inform but existed to “manipulate human motivations and desires and develop a need for goods with which the public has at one time been unfamiliar—perhaps even un-desirous of purchasing.” His research was conducted through intense, psychotherapy-like sessions with consumers—usually housewives—sometimes several together, which he was the first to call a “focus group.” His analysis rarely failed to uncover deep associations, sexual or otherwise, explaining why consumers bought the things they did.

Tim Wu, The Attention Merchants, loc. 468