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Motivation Research
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Motivation Research
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Ernest Dichter and Motivation Research
The work of motivation and consumer researcher Ernest Dichter was a milestone in the psychological creation of the modern consumer. This collection contextualizes Ernest Dichter within twentieth-century consumer culture and it charts the rise of psychological approaches to consumption in post-war Europe and North America.
Why People Buy
There are several competing brands on the store shelf. What will cause the shopper to purchase one product over another? In this 1959 classic, Cheskin answers these and many other questions by presenting his insights into human motivation as expressed in purchasing decisions. Bringing psychological insights to bear on market research, Cheskin shows how motivations that can indicate acceptance and value of brands, along with packaging, are the bearers of meaning for products. By investigating these connections, Cheskin shows how best to position new products.
