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A Twenty-First Century Guide to Aldersonian Marketing ThoughtResearcher Finds a Void in Freud… Advertisers Urged to Follow Path of Rational Problem Solving Rather than of Instinctive Drives

A Twenty-First Century Guide to Aldersonian Marketing Thought: Researcher Finds a Void in Freud…... Chapter 20 RESEARCHER FINDS A VOID IN FREUD... ADVERTISERS URGED TO FOLLOW PATH OF RATIONAL PROBLEM SOLVING RATHER THAN OF INSTINCTIVE DRIVES Wroe Alderson Alderson & Sessions, Philadelphia In trying to devise winning strategies, advertisers necessarily rely upon some theory or explanation of how consumers can be expected to react to products or to advertising appeals. Many advertising experts are inveterate theorists themselves. Often the the- ories propounded are created on the spot to persuade clients to accept one campaign proposal or another. The great sums at stake and the growing so- phistication of both clients and agency executive have created a demand for a more general theory of motivation with foundations in psychology and the other social sciences. Despite real progress in motivation theory and research, the diversity of theo- retical positions, particularly in psychology, has created a confusion of counsel. Motivation research is an essential aid to advertising strategy, but the advertis- ing strategist would be well advised to assay the long range consequences of some of the proposed theoretical positions. 1. A Start — Behaviorism For more than a generation the psychological foundations of advertising the- ory were relatively simple, consistent, and widely accepted. The behaviorism http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png

A Twenty-First Century Guide to Aldersonian Marketing ThoughtResearcher Finds a Void in Freud… Advertisers Urged to Follow Path of Rational Problem Solving Rather than of Instinctive Drives

Editors: Wooliscroft, Ben; Tamilia, Robert D.; Shapiro, Stanley J.

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Publisher
Springer US
Copyright
© Springer Science+Business Media, Inc. 2006
ISBN
978-0-387-26175-1
Pages
291 –299
DOI
10.1007/0-387-28181-9_20
Publisher site
See Chapter on Publisher Site

Abstract

Chapter 20 RESEARCHER FINDS A VOID IN FREUD... ADVERTISERS URGED TO FOLLOW PATH OF RATIONAL PROBLEM SOLVING RATHER THAN OF INSTINCTIVE DRIVES Wroe Alderson Alderson & Sessions, Philadelphia In trying to devise winning strategies, advertisers necessarily rely upon some theory or explanation of how consumers can be expected to react to products or to advertising appeals. Many advertising experts are inveterate theorists themselves. Often the the- ories propounded are created on the spot to persuade clients to accept one campaign proposal or another. The great sums at stake and the growing so- phistication of both clients and agency executive have created a demand for a more general theory of motivation with foundations in psychology and the other social sciences. Despite real progress in motivation theory and research, the diversity of theo- retical positions, particularly in psychology, has created a confusion of counsel. Motivation research is an essential aid to advertising strategy, but the advertis- ing strategist would be well advised to assay the long range consequences of some of the proposed theoretical positions. 1. A Start — Behaviorism For more than a generation the psychological foundations of advertising the- ory were relatively simple, consistent, and widely accepted. The behaviorism

Published: Jan 1, 2006

Keywords: Rational Problem; Motivation Research; Advertising Strategy; Toilet Training; Consumer Buyer

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