Abstract:
Born of the recognition of the irrational character of the "buying act", M.R. in its rapid growth raised - and continues to raise - criticisms and sarcasm. At the source of most of these criticisms we find a confusion between M.R. and psychoanalysis (e.g. the paper of R. Guerin on "Vente et Publicite" of June 1957). Our aim is to refute the senselessness of this confusion, while we admit the conceptual and methodological debt of social sciences and of M.R. to psychoanalysis.
Research Papers
Example of application of advertising research (French)
Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research
Author: Marc Vincent
 
September 1, 1970
Magazines
Revue Française du Marketing 1998 (N. 168/169)
Catalogue: ADETEM: Revue Française du Marketing
Author: ADETEM
Company: ADETEM
March 1, 1998
Research Papers
Motivational rivalries and corporate compartmentation (French)
Catalogue: ESOMAR/WAPOR Congress 1967
Author: Guy Serraf
 
August 1, 1967
