"Contextualizing Ernest Dichter within modern consumer culture and the rise of psychological approaches to post-war consumption in Europe and the US, this book argues that 1950s motivation research gives a unique vantage point from which to address questions of the transatlantic transfer of the...

"This book brings together innovative techniques and novel designs that aid in the development of multi-method studies and investigations, focusing on vital concepts such as data validity, triangulation, and reliability"--