The Importance of Being Ernest: Commemorating Dichter's Contribution to Advertising Research

Barbara B. Stern

Journal of Advertising Research, 2004, vol. 44, issue 2, 165-169

Abstract: 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.

Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:cup:jadres:v:44:y:2004:i:02:p:165-169_04

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