The importance of being ernest: Commemorating Dichter's contribution to advertising research

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: Commemorating Dichter's Contribution to Advertising Research

Barbara B. SternRutgers. The State University of New Jersey

FOR MUCHof his life (1907–1992), Dichter was acknowledged to be the “father” of motivation...