Access the full text.
Sign up today, get DeepDyve free for 14 days.
R. Boyd
The color doesn't matter
D. Bottomley
Trends in data collection
Barbara Stern (1990)
Literary Criticism and the History of Marketing Thought: A New Perspective on "Reading" Marketing Theory:Journal of the Academy of Marketing Science, 18
Australian Sales Research Bureau
The Housewife's Day: A Study With Advertising, Marketing, Economic and Sociological Implications
R. Belk, G. Ger, Søren Askegaard (2000)
The Missing Streetcar Named Desire
S. Sheridan, B. Baird, Kate Borrett, Lyndall Ryan (2001)
Who Was That Woman?: The Australian Women's Weekly in the Post-War Years
D. Bottomley
New ways of looking at the consumer to determine market potential
J. Beaumont (1991)
An introduction to market analysis
R. Boyd
Color‐mixing without tears: at last
Australian Sales Research Bureau
New specialised ASRB services
H. Irving (1991)
Little elves and mind control: Advertising and its CriticsContinuum: Journal of Media & Cultural Studies, 4
D. Bottomley
How big is your market?
Barbara Stern (2004)
The Importance of Being Ernest: Commemorating Dichter's Contribution to Advertising ResearchJournal of Advertising Research, 44
A. Dingle (2000)
Necessity the Mother of Invention or Do-It-Yourself
Australian Sales Research Bureau
ASRB Focus on Research
D. Bottomley
Where psychology fits in advertising and marketing
D. Bottomley
Can marketing techniques be self‐defeating?
J. Murphy (2000)
Imagining the Fifties: Private Sentiment and Political Culture in Menzies' Australia
R. Madigan, M. Munro (1996)
`House Beautiful': Style and Consumption in the HomeSociology, 30
D. Bottomley
Public Attitudes to Outdoor Advertising
Australian Association of National Advertisers
Marketing research: a guide to facilities and services
D. Bottomley
Realistic product testing
Australian Sales Research Bureau
An advertisement for ASRB's services
Ronald Fullerton (1990)
The Art of Marketing Research: Selections from Paul F. Lazarsfeld's "Shoe Buying in Zurich" (1933)Journal of the Academy of Marketing Science, 18
Australian Sales Research Bureau
ASRB's ‘housewife study’ stirs journalistic excitement
B. Kingston (1994)
Basket, bag, and trolley: A history of shopping in Australia
Pierre Martineau (1971)
Motivation in Advertising: Motives That Make People Buy
D. Bottomley
Why Protect Consumers?
S. Schwarzkopf (2007)
‘Culture’ and the limits of innovation in marketing: Ernest Dichter, motivation studies and psychoanalytic consumer research in Great Britain, 1950s–1970sManagement & Organizational History, 2
Australian Sales Research Bureau
‘Who decides?’: A Study of the Buying Habits of Australian Men and Women
G. Reekie (1991)
Market research and the post‐war housewifeAustralian Feminist Studies, 6
K. Hutchings (1996)
The battle for consumer power: Post‐war women and advertisingJournal of Australian Studies, 20
R. Bates
British Paints Trusted T.V. … Sure Did: An Advertising and Marketing Case Study
L. Cheskin
Why People Buy: Motivation Research and its Successful Application
T. Frank (1997)
The Conquest of Cool: Business Culture, Counterculture, and the Rise of Hip Consumerism
M. Tadajewski (2006)
Remembering motivation research: toward an alternative genealogy of interpretive consumer researchMarketing Theory, 6
W. Sharp (1969)
Australian Methods of Building Construction
British Paints
British Paints Limited: a new corporate identity
D. Blankertz, E. Dichter (1964)
Handbook of consumer motivations
L. Johnson (1996)
‘As housewives we are worms’: Women, modernity and the home questionCultural Studies, 10
A. McLeod (2003)
'The Lady Means Business': Marketing To The Electrical Appliance Consumer In The 1950s And 60sMelbourne historical journal, 31
British Paints
Advertisement
D. Bottomley
A market oriented approach to marketing research
Purpose – The purpose of this paper is to examine motivational research (MR) – the most maligned and misunderstood branch of market research. It argues that MR has been too easily dismissed by researchers. In so doing, they have ignored a potentially significant insight into the post World War II consumer's motivations and domestic life. Design/methodology/approach – This paper utilises previously unexamined primary source material to examine David T. Bottomley's construction of MR. Findings – By looking at in‐depth market research studies, a greater, more rounded picture of the postwar consumer can be gained. Throughout the 1960s, some market researchers turned to consumer motivations to uncover the psychological dimensions of purchasing behaviour by determining the symbolic meanings goods had to their consumers. Rather than viewing consumer behaviour as predictable by factors such as economic class, motivational researchers held that consumers are multi‐faceted subjects and life‐stage and attitudes to colour are important factors influencing consumer behaviour. Research limitations/implications – Research that considers consumer motivations should not be so easily dismissed as deceptive or corruptive research without genuine merit for historical research. Nor should Dichter's style of research be considered to be the only version of MR. Originality/value – Previous scholars have largely ignored the significance of market research to the development of the consumer market and the construction of the postwar consumer. Given the dearth of scholarly examinations, the paper is based almost entirely on primary research data.
Journal of Historical Research in Marketing – Emerald Publishing
Published: Jul 10, 2009
Keywords: Advertising; Australia; Consumer behaviour; Consumer psychology; Motivation (psychology)
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.