RT Journal Article
SR Electronic
T1 The Importance of Being Ernest:
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 19
OP 22
DO 10.2501/JAR-42-4-19-22
VO 42
IS 4
A1 Barbara B. Stern
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/4/19.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.