... a critical evaluation of the history of marketing concepts and by providing insights into the role that motivation research played in the development of modern brand theory. Although not framed this way, Merz et al. (2009 ; also see Stern, 2006) present an account that also sees an evolutionary...

...Ronald A. Fullerton Purpose The purpose of this paper is to show how 1940s and 1950s motivation research laid the foundations of present day consumer behavior as a discipline. Design/methodology/approach This research uses standard historical methodology – heavy reliance upon primary sources...