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

Barbara B. Stern

29 citations0/0 files storedJournal of Advertising Research

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American History and Culture Marketing and Advertising Strategies Advertising and Communication Studies

Abstract

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.

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References

1980Historical Research in Marketing 1964Handbook of Consumer Motivations: The Psychology of the World of Objects.1990Literary Criticism and the History of Marketing Thought: A New Perspective on "Reading" Marketing Theory 1957Is It True What They Say about Motivation Research?

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2006Remembering motivation research: toward an alternative genealogy of interpretive consumer research 2014The origin and success of qualitative research 2013Promoting the consumer society: Ernest Dichter, the Cold War and FBI 2010Ernest Dichter, Motivation Research and the ‘Century of the Consumer’2023Rethinking Harlow Gale: The Psychical Influences on His Contributions to Advertising and Their Enduring Reverberations 2025On mapping a marketing monstrosity: Barbie, Barbara and the reorientation of literary criticism

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