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



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).


Consumer Research Harvard Business Review Free Association Motivation Research Logical Empiricism 
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© Mark Tadajewski 2010

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