• Summary
  • Contents
  • Subject index

Sidney J Levy is an internationally recognized writer whose ideas began to influence marketing executives in the late 1940s. They continue to impact today on: how we think about marketing's role in management; how managers develop product and brands; how they understand their consumers; and how corporate and academic researchers investigate marketplace concerns. Brands, Consumers, Symbols and Research is a comprehensive collection of Sidney J Levy's essays and studies of marketing.

Motivation Research
Motivation research
Sidney J.Levy

In the past 10 years (c. 1948–1958) a particular way of studying the human factors important in consumption has gained widespread attention and interest among businessmen and market researchers in the United States. This way of studying the consumer has generally come to be called motivation research; it is both a method and a symbol of something new in consumer study, and it is the subject of much controversy.

Motivation research can best be defined as research applying the knowledge, theories, and techniques of the behavioral sciences to the study of the behavior of consumers and of publics. As such, it is one branch of applied social psychology, similar in a way to the study of human relations in industrial and other ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles