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 twentieth century.

The Importance of Being Ernest:

A tribute to Dichter

Barbara B. SternRutgers, The State University of New Jersey

For much of his life (1907-1992), Dichter was acknowledged to be the 'father' of motivation research (MR), a name derived from the study of human...