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By the early 1960s Freudian analysis was falling from favour. The talking cure suddenly seemed too soft, too unscientific and sometimes too weird. This poisoned the market for Dichter’s insights, which were often profound but occasionally bizarre and impossible either to validate or disprove. In his book “Marketing Myths That Are Killing Business”, Kevin Clancy describes hiring Dichter to weigh in on a Pepsi campaign. “Kevin, stop!” Dichter blurted. “You are showing Pepsi in all these commercials with ice…You must not do this…You are associating your client with death!” His verdict labelled “too nutty”, Dichter was sent packing.
The rise of the computer in the 1960s introduced new quantitative methods of researching consumer attitudes, which promised greater scientific purity. Instead of presuming that secret motivations for buying detergent lurked in the traumatised subconscious, it seemed safer and wiser to study behaviour and create mathematical models based on income and geography.
Meanwhile the development of the cognitive sciences from the late 1950s through to the 1970s offered new empirical methods for considering such things as memory and problem-solving. Psychologists, anthropologists and behavioural scientists studied human behaviour to help understand mental development. By the 1980s scientists exploring the brain were examining how people handle information and make decisions.

A. 어휘
talking cure 대화를 통해 원인을 찾아내는 치료법. weird 불가사의한, 기묘한.
the market for Dichter’s insights 디히터의 통찰력(아이디어) 판매시장.
profound 뜻 깊은, 深遠(심원)한. occasionally 가끔.
bizarre 奇怪(기괴)한. validate 확인하다, 법적으로 유효하게 하다.
disprove 論駁(논박)하다, 反證(반증)하다. blurt 불쑥 말하다.
verdict 판정, 評決(평결). 열광하는, nutty 미친.
quantitative 양의. purity 純粹(순수). presuming 가정하다.
motivations 동기유발, 자극. detergent 합성세제. lurk 潛伏(잠복)하다.
traumatised subconscious 지워지지 않는 상처를 입은 잠재의식.
cognitive sciences 認知科學(인지 심리학). empirical methods 경험주의적 방법.
anthropologists 인류학자. behavioural scientists 행동주의 심리학자.