Theory and nonsense of motivation research
Conrad Jameson
(Conrad Jameson Associates, UK)
1250
Abstract
Investigates motivation research in the field of marketing, questioning claims for its validity. Examines its explanatory powers and probes into the process of creativity. Compares its importance as a marketing guide in comparison with up‐to‐date behavioural science techniques.
Keywords
Citation
Jameson, C. (1971), "Theory and nonsense of motivation research", European Journal of Marketing, Vol. 5 No. 4, pp. 189-197. https://doi.org/10.1108/EUM0000000005172
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited