Which of the following about "Motivation Research" is false?
A)Motivation research is one of the earliest approaches to studying consumer behavior.
B)Many advertisers embraced motivation research because it could seemingly tap into deep rooted needs of consumers.
C)This method applied observational and focus group techniques to explore consumers' motivations.
D)The method of developed by psychologist named Ernest Dichter.
E)Dichter viewed consumers as predominantly immature, irrational and driven by hidden erotic desires.

Question

Which of the following about "Motivation Research" is false?
A)Motivation research is one of the earliest approaches to studying consumer behavior.
B)Many advertisers embraced motivation research because it could seemingly tap into deep rooted needs of consumers.
C)This method applied observational and focus group techniques to explore consumers' motivations.
D)The method of developed by psychologist named Ernest Dichter.
E)Dichter viewed consumers as predominantly immature, irrational and driven by hidden erotic desires.

Quizplus · Accepted Answer

Motivation research primarily used in-depth interviews and projective techniques, not observational and focus group techniques, to explore consumers' motivations.

Which of the Following About "Motivation Research" Is False