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Badania motywacyjne Ernesta Dichtera : geneza, istota, aktualność

Badania motywacyjne Ernesta Dichtera : geneza, istota, ...

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dc.contributor.author Paprocki, Rafał pl
dc.date.accessioned 2017-01-03T09:08:08Z
dc.date.available 2017-01-03T09:08:08Z
dc.date.issued 2011 pl
dc.identifier.issn 2299-2383 pl
dc.identifier.uri http://ruj.uj.edu.pl/xmlui/handle/item/34726
dc.language pol pl
dc.rights Udzielam licencji. Uznanie autorstwa - Użycie niekomercyjne 3.0 Polska *
dc.rights.uri http://creativecommons.org/licenses/by-nc/3.0/pl/legalcode *
dc.title Badania motywacyjne Ernesta Dichtera : geneza, istota, aktualność pl
dc.type JournalArticle pl
dc.description.physical 63-71 pl
dc.description.additional Bibliogr. s. 71 pl
dc.identifier.weblink ftp://ftp.zpu.uj.edu.pl/towarzystwodoktorantow/zeszyty_naukowe/spoleczne/3_ZESZYTY_NAUKOWE_SPOLECZNE_NR_3_2011.pdf#pafe=65 pl
dc.abstract.en The article is an insight into motivational research from its beginning until present. The key point for the article is a book by Ernest Dichter The Strategy of Desire, published in The United States of America in 1960. The book itself has never been translated into Polish, therefore it remains (as well as the writer) hardly known to Polish readers. The article has been divided into two parts. The first one provides the reader with the biography of the author, his findings and his career as a market researcher. The second part of the article is focused on the assumptions of motivational research as an independent field of study, presenting Dichter's notion on the condition of human nature. It also gives account of Dichter's viewpoint on democracy, American morality and need for change towards society more optimistic in terms of their consumption habits as well as possibility of fulfillment and self realization. The article includes brief description of Dichter's method for identifying consumers needs. As such, it shows the role products play in everyday life. Based on The Strategy of Desire as the introduction to the semiotics of objects that surround us in our daily routine, Dichter gives an account of how he conducted research in search for the soul of things, i.e. the deepest emotional meaning people apply to products they buy and use. Eventually, the article is an opportunity for the reassumption of persuasion in the contemporary world, its place and the role it plays within the free market economy. pl
dc.description.number 3 (2) pl
dc.identifier.eissn 2082-9213 pl
dc.title.journal Zeszyty Naukowe Towarzystwa Doktorantów Uniwersytetu Jagiellońskiego. Nauki Społeczne pl
dc.language.container pol pl
dc.date.accession 2016-05-20 pl
dc.subtype Article pl
dc.rights.original CC-BY-NC; otwarte czasopismo; ostateczna wersja wydawcy; w momencie opublikowania; 0; pl


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Udzielam licencji. Uznanie autorstwa - Użycie niekomercyjne 3.0 Polska Except where otherwise noted, this item's license is described as Udzielam licencji. Uznanie autorstwa - Użycie niekomercyjne 3.0 Polska