Motivation Research: in the Dna of Branding

In 1951 James Vicary, a dubious marketing research practitioner, published an article on the research method of brand personification. The method provides the foundation for the modern concepts of brand personality and brand relationships, but the dubious origins of the method raises questions about these concepts.



Citation:

Mark Avis (2013) ,"Motivation Research: in the Dna of Branding", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 82-89.

Authors

Mark Avis, Massey University



Volume

E - European Advances in Consumer Research Volume 10 | 2013



Share Proceeding

Featured papers

See More

Featured

Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers

Ananya Rajagopal, Tecnológico de Monterrey, MEXICO

Read More

Featured

That's Just Plain Creepy: Understanding Consumer Responses to Personalized Food Products That Resemble People

Freeman Wu, Vanderbilt University, USA
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Potions and Antidotes for Jekyll: What Summons Moral Identity in Product Choices

Young Joo Cho, Korea University, Korea
Y. Rin Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.