Herta Herzog-Massing (1910-2010)

Psychologist, market and motivation researcher

Updated: November 27, 2012

Herta Herzog was a psychologist and market researcher who played an influential role in bringing qualitative market research to Madison Avenue advertising firms. Herzog, born in Vienna in 1910, studied psychology at the University of Vienna during the 1920s and worked for the Research Center for Economic Psychology conducting social and market surveys. Both during her time in Vienna and after her emigration to the United States, her work was closely connected to that of Paul Lazarsfeld, to whom she was married between 1934 and 1945. Upon arrival in the United States in 1935, she conducted audience research for the Princeton Radio Project, one of the early efforts in systematic audience research, and began to build her career as a media and advertising expert. 

Herzog is credited with pioneering qualitative research methods such as focus groups in marketing campaigns and, with Ernest Dichter and others, was one of the early champions of Motivation Research. Herzog was keenly interested in the psychological attachments consumers developed to goods and the meanings they invested in them. During the 1950s and 1960s she held influential positions at McCann-Erickson, an advertising corporation whose marketing department she had joined in 1943. By the mid-1960s, Herzog had joined Jack Tinker Partners, a marketing think tank affiliated with McCann.  She eventually moved back to Europe and returned to academic research during the 1970s to 1980s. Her later work again concerned media research and, in particular, the reception of American television programming in Europe. 

Selected Publications

Herzog, Herta. "What do we really know about daytime serial listeners?." Radio Research 1942-3 Edited by Paul Lazarsfeld and Frank Stanton, 2-23. London: Sage, 1944..

Selected Bibliography

Gladwell, Malcolm. "True Colors: Hair Dye and the Hidden History of Postwar America." The New Yorker, March 22, 1999, 70-81.

Cite this Entry

MLA Style

"Herta Herzog-Massing," Transatlantic Perspectives, 2018, Transatlantic Perspectives. 10 Dec 2018 <http://transatlanticperspectives.org/entry.php?rec=16>

APA Style

"Herta Herzog-Massing." (2018) In Transatlantic Perspectives, Retrieved December 10, 2018, from Transatlantic Perspectives: http://transatlanticperspectives.org/entry.php?rec=16