Show Summary Details

p. 977. Research, Research, Researchlocked

  • Winston Fletcher

Abstract

‘Research, research, research’ looks into popular theories on advertising putting scientific fact to theory including subliminal advertising, tachistoscopes, sweat measurement, interest dials, and brain mapping. Advertising is an expensive and unpredictable business. In the 1950s advertising went through a period of boom. A movement emerged called motivation research (or depth research). Based on Freudian psychoanalytic theory, its thesis was that buying behaviour was emotional and controlled by subconscious desires rather than rational. It would be much easier to plan an advertising campaign if the ‘Golden Key’ to the secret of sales success was known.

Access to the complete content on Very Short Introductions online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can't find the answer there, please contact us.