TY - JOUR T1 - The Importance of Being Ernest: Commemorating Dichter's Contribution to Advertising Research JF - Journal of Advertising Research JO - J Advert Res SP - 165 LP - 169 DO - 10.1017/S0021849904040127 VL - 44 IS - 2 AU - Barbara B. Stern Y1 - 2004/06/01 UR - http://www.journalofadvertisingresearch.com/content/44/2/165.abstract N2 - This article is a tribute to Ernest Dichter, whose introduction of motivation research (MR) left a legacy of ideas that shaped advertising practice and study in the twentieth century. His pioneering contributions included turning attention to the consumer, adapting psychoanalytic concepts to research, and using therapy techniques to analyze marketplace behavior. ER -