RT Journal Article SR Electronic T1 The Importance of Being Ernest: Commemorating Dichter's Contribution to Advertising Research JF Journal of Advertising Research JO J Advert Res FD WARC SP 165 OP 169 DO 10.1017/S0021849904040127 VO 44 IS 2 A1 Barbara B. Stern YR 2004 UL http://www.journalofadvertisingresearch.com/content/44/2/165.abstract 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.