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

Stern, Barbara B. - In: Journal of advertising research 44 (2004) 2, pp. 165-169

Persistent link: https://www.econbiz.de/10006504458

The Importance of Being Ernest: A Tribute to Dichter - 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 20th century. His pioneering contributions included turning attention to the consumer, adapting psychoanalytic concepts to research, and using therapy techniques to analyze ...

Stern, Barbara B. - In: Journal of advertising research 42 (2002) 4, pp. 19-22

Persistent link: https://www.econbiz.de/10006508376

Book Review - The Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals, and Desires

Stern, Barbara B.; Ratneshwar, S.; Mick, David Glen; … - In: Journal of advertising research 41 (2001) 4, pp. 83-87

Persistent link: https://www.econbiz.de/10006511488

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