The Importance of Being Ernest:
本文致敬欧内斯特·迪希特，他引入的动机研究将注意力转向消费者，运用精神分析概念和研究技术分析市场行为，对20世纪的广告实践与研究产生了深远影响。
<h3>ABSTRACT</h3> 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. His pioneering contributions included turning attention to the consumer, adapting psychoanalytic concepts to research, and using therapy techniques to analyze marketplace behavior.