First Friday Book Synopsis

JUNE 21, 2011

To read the complete article, check out the wealth of free resources, and sign up for a subscription to HBR email alerts, please click here. * * * Almost 50 years ago Ernest Dichter, the father of motivation research, [.]. Bob's blog entries Brand Relevance: Making Competitors Irrelevant David Aaker Ernest Dichter Harvard Business Review blog HBR email alerts HBR. Here is an excerpt from an article written by David Aaker for the Harvard Business Review blog.

Media 80

Media Dichter Aaker Books 80

Harvard Business Review

JUNE 17, 2011

Almost 50 years ago Ernest Dichter , the father of motivation research, did a large study of word of mouth persuasion that revealed secrets of how to use social media to build brands and businesses. A major Dichter finding, very relevant today, was the identification of four motivations for a person to communicate about brands. Another is that listeners also are skeptical of the speaker's motivation. Branding Motivation Social media

Dichter 15

Dichter Aaker Katz Document 15