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 highlighted an approach in its April 1950 issue; Newsweek also explored the subject in October, 1955, and Fortune magazine dedicated its cover story to the field in June 1956. Although he may not have been the primary architect of motivational research, Dichter was undoubtedly a pivotal figure in elevating the discipline's profile. He repositioned himself as a visionary in the consumer research movement during the post-war period.