The position of motivational research

Date of publication: August 1, 1967

Author: Guy Serraf


This article attempts to clarify the current position, to define the problems of motivational research, so that everyone can evaluate it and fit it into the context of the systematic and organised methods without which marketing would be in danger of becoming a meaningless word. We propose to examine the problem, starting from the definition of motivation in the context of known needs; then we will illustrate the dynamic unity which forms the guideline for behaviour. From that we will be able to establish motivational research firmly in its place vis-a-vis the specific objects of those who wish to use it, and in relation to the predetermined aims of researchers. Finally we will tackle the problems that are putting to the test the concept of the relationship between the system and its application in the context of practical action.

Guy Serraf


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