PT  - JOURNAL ARTICLE
AU  - Barbara B. Stern
TI  - The Importance of Being Ernest:
AID  - 10.2501/JAR-42-4-19-22
DP  - 2002 Jul 01
TA  - Journal of Advertising Research
PG  - 19--22
VI  - 42
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/42/4/19.short
4100  - http://www.journalofadvertisingresearch.com/content/42/4/19.full
SO  - J Advert Res2002 Jul 01; 42
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.