At a time when the company was considering ditching the golden arches, a psychologist named Louis Cheskin advised McDonald's to keep them because they were, as Cheskin put it, 'mother McDonald's breasts.'
Louis Cheskin, a specialist in the psychology of marketing who began his research in the 1930s [...] worked with McDonald's when it was about to abandon the arches as the architectural elements of its outlets. His research showed that the arches were great assets because they had"Freudian implications in the subconscious mind.
The newspaper also printed that"market research showed many people subconsciously connected" McDonald's golden arches"to mother and home cooking.""The Total Package" by Thomas Hine, he published the same information, including the mention of"mother McDonald's breasts": Cheskin worked with McDonald's at the time it was about to abandon arches as architectural elements of its outlets.in"McDonald's." His case was based, he said, on research that showed that"the arches had Freudian applications to the subconscious mind of the consumer and were great assets in marketing McDonald's food."
In other words, Cheskin said, the arches are"mother McDonald's breasts, a useful association if you're replacing homemade food." We thank the reader who sent us information on this book. It helped to add to the data that showed the overall claim in this fact check is true.
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