The Journal of Marketing featured the method in the April issue of 1950; Newsweek also featured the subject in October, 1955 and Fortune magazine devoted its cover story in June 1956 to the field. If he was not the father of motivational research, he was certainly influential in popularising the discipline. Dichter certainly positioned himself as a revolutionary in the consumer research movement of the post-war period.
The Journal of Marketing showcased the technique in its April 1950 issue; Newsweek also highlighted the subject in October, 1955, while Fortune magazine dedicated its cover story in June 1956 to the field. If he was not the pioneer of motivational research, he was undoubtedly a key figure in popularizing the discipline. Dichter certainly portrayed himself as a trailblazer in the consumer research movement following World War II.