Getting Motivated by Ernest Dichter: The Secret Behind Individual Motivations by the Man Who Was Not Afraid to Ask ""Why?"" presents a collection of personal ac

Ernest Dichter is famous as one of the founding fathers of motivational research. In applying the social sciences to a variety of problems, Dichter emphasized n

The work of motivation and consumer researcher Ernest Dichter was a milestone in the psychological creation of the modern consumer. This collection contextualiz

What do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freu