PT  - JOURNAL ARTICLE
AU  - Barbara B. Stern
TI  - The Importance of Being Ernest: Commemorating Dichter's Contribution to Advertising Research
AID  - 10.1017/S0021849904040127
DP  - 2004 Jun 01
TA  - Journal of Advertising Research
PG  - 165--169
VI  - 44
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/44/2/165.short
4100  - http://www.journalofadvertisingresearch.com/content/44/2/165.full
SO  - J Advert Res2004 Jun 01; 44
AB  - 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.