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

Published online by Cambridge University Press:  18 May 2004

BARBARA B. STERN
BARBARA B. STERN
Affiliation:
Rutgers, The State University of New Jersey, bbstern@aol.com
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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.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 2 , June 2004 , pp. 165 - 169
Copyright
© Copyright © 1960-2004, The ARF

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References

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