ERNEST DICHTER is the founder and president of Ernest Dichter Associates International, Ltd. He also founded the Institute of Motivational Research and is recognized internationally as the leading exponent and practitioner in this field. He developed psychological and social scientific techniques which he applied to the study of consumer buying habits. Dichter is a member of the American Psychological Association, the American Marketing Association, and the American Sociological Association. He is the author of numerous books and articles, published internationally, and is the publisher of Findings, monthly psychological reports for business and advertising. Born in Vienna, Dichter received his Ph.D. from the University of Vienna.