Fennell, G. (1975). Motivation research revisited. Journal of Advertising Research, 15(3), 23-28.

For a number of years motivation as an explicit focus for marketing research has been neglected. In the business community “motivation research” has come to refer to a specific research approach, in spired by a particular theory of motivational dynamics (Dichter, 1960, 1964; Martineau, 1957). As the methodology and its theoretical underpinning fell out of favor, motivation research largely disappeared from the marketing researcher’s roster of research categories.