The ad agency developed a marketing campaign for ice cream that placed heavy emphasis on the unconscious motive of security. The ad was designed to make adults feel that they were well- loved children again. The agency drew on the findings of:

Question

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Ernest Dichter was known for his work in motivational research, which often involved understanding the unconscious motives of consumers, such as the desire for security and nostalgia.

The Ad Agency Developed a Marketing Campaign for Ice Cream