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...
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.
