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Ernest Dichter and Consumer Behaviour: Intellectual Primacy and Interpretive Consumer Research

Chapter

Abstract

In this chapter, I propose that we look at the values underpinning Motivation Research. Specifically, I will focus on the axiology, ontology, epistemology and view of human nature that underscores much writing on Motivation Research in marketing, but particularly that of Ernest Dichter. My intent here is not to homogenise the work of scholars involved with Motivation Research. My point is to indicate that we might consider Motivation Research to be primarily associated with the interpretive research tradition (Tadajewski 2006).

Keywords

Consumer Research Harvard Business Review Free Association Motivation Research Logical Empiricism 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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© Mark Tadajewski 2010

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