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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“Yet there is a mystery here and it is not one that I understand: without the sting of otherness, of—even—the vicious, without the terrible energies of the underside of health, sanity, sense, then nothing works or can work. I tell you that goodness-what we in our ordinary daylight selves call goodness: the ordinary, the decent—these are nothing without the hidden powers that pour forth continually from their shadow sides. Their hidden aspects contained and tempered.”
—Doris Lessing (b. 1919)