A tribute to Ernest Dichter

The „Father of motivational research."

Rational vs. Irrational

The society set Rationalism as the higheststandard in 20th Century

Reason to buy

But buying isn‘t something rational:

• Retailers don‘t know why customers buy• They don‘t know how to attract them to buy• Retailers think what people should do – not why

they do.

Well, „Sale“ is not a science! (Zulfukar Tosun)

Ernest Dichter Research

After a lot of interviews Dichter found out thatin each product is a hidden motivation.

„Baking a cake is like giving birth to a child“Thats why he invented to slogan „Cooking is

love“

One more example

Ivory Soap was introduced to the market in 1891 with the slogan „It float‘s“

When E. Dichter recommend the slogan „99 and 44/100 pure“the sales rises upto 30%.

Ernest Dichter

MORE INFORMATION ABOUT MOTIVATIONAL RESEARCH IN RETAIL

Contact usRetailBalticAntonijas street 24-24LV-1010 RigaOffice: +371 67331274Mob: +371 20259935E-mail: info@retailbaltic.com

http://www.facebook.com/pages/RetailBaltic/227402787286206http://www.youtube.com/retailbaltichttp://www.draugiem.lv/retailbaltic/http://twitter.com/#!/RetailBaltic