Bernt mirror

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Bernt Spiegel (born April 20, 1926 in Heidelberg ) is a German psychologist and market researcher as well as a specialist in motorcycling . He is considered the founder of market psychology .

Life

In addition to psychology, Spiegel studied physiology and psychopathology in Heidelberg. He received his doctorate in 1951. After his habilitation in 1957, he became an adjunct professor in 1960 . In 1963 he became full professor for economic and social psychology at the University of Göttingen .

In 1949, Spiegel and a friend founded the "Institute for Advertising Research", which from 1956 was called the "Institute for Market Psychology". Spiegel developed the concept of the market niche ("niche strategy").

The top half of the motorcycle

Spiegel has been riding a motorcycle since the 1940s. From 1981 to the 2000s he worked as a senior instructor in the perfection training courses on the Nürburgring for the magazine Motorrad . In doing so, he developed numerous short exercise resolutions which, beyond safety training , became common property for motorcyclists:

"Put your hands on easily! [...] Mouth loose! [...] Don't brake with your teeth! […] Stay outside for a long time! [...] Lay, lay, lay! "

- Bernt Spiegel

His 1998 book The Upper Half of the Motorcycle became a bestseller and was published in English in 2010. The corresponding training book was published in 2006, in Dutch and in Czech in 2014. Spiegel addresses the unity of driver and machine. In the question of Emperor Charles V : "Whether the horse is part of the rider or the rider is part of the horse," Spiegel sees the parallel to motorcycling, in which the motorcycle, when used perfectly, becomes a (“extrasomatic”) part of the rider becomes. For the first time, Spiegel mentions the (pre-adapted) “programmed” inclination of humans, which [as an inherited repertoire] “only extends up to about 20 degrees”.

“This book doesn't fit into any scheme. It's about the fact that humans can hardly control a motorcycle. There is actually no target group for this. "

- Stephan Wehowsky

Works

  • Advertising psychological research methods. Experimental research and testing methods . Duncker and Humblot, Berlin 1958.
  • The structure of the distribution of opinions in the social field. The psychological market model . Huber, Bern 1961.
  • The top half of the motorcycle . Motorbuch, Stuttgart 1999; 8th, exp. A. 2018, ISBN 978-3-613-03775-5 .
  • Motorcycle training every day . Motorbuch, Stuttgart 2009, ISBN 978-3-613-03477-8 .
  • Milk brothers, both . Novel. Edition fotoTAPETA, Berlin 2020, ISBN 978-3-940524-85-0 .

Individual evidence

  1. ↑ A Pioneer, a Parricide, and a Delivery Machine . marktforschung.de, accessed on May 31, 2019
  2. ↑ a b Portrait of Professor Dr. Bernt mirror. ( Memento from November 1, 2016 in the Internet Archive ) at: motorradonline.de (accessed October 4, 2014)
  3. ↑ See market psychology. In: Dorsch: Lexicon of Psychology. 10th edition. Verlag Hans Huber, Bern 1982, ISBN 3-456-85460-9 .
    Gaps in the market and market psychology. In: Marketing Encyclopedia. Volume 2, Verlag Moderne Industrie, 1974, ISBN 3-478-22020-3 .
    Market psychology. In: Herder's Lexicon of Psychology. 3 volumes. 2007, ISBN 978-3-86756-037-5 .
    Spiegel, Bernt. In: Großes Duden Lexikon . Volume 7, 1967.
  4. ↑ Motorcycle Action Team: Ride a motorcycle perfectly. 1st edition. Motorbuch Verlag, Stuttgart 1993, ISBN 3-613-01530-7 , p. 150.
  5. ↑ The top half of the motorcycle. P. 234.
  6. ↑ The top half of the motorcycle. Pp. 123, 124.
  7. ↑ The top half of the motorcycle. P. 43.
  8. ↑ On the move in the mesocosm. on: journal21.ch (accessed on October 12, 2014)
personal data
SURNAME Spiegel, Bernt
BRIEF DESCRIPTION German psychologist and market researcher and specialist in motorcycling
DATE OF BIRTH April 20, 1926
PLACE OF BIRTH Heidelberg