Ernest Dichter

Ernest Dichter was an Austrian psychologist who studied how people make decisions when they're shopping. He studied why people buy certain products, why they choose certain colors or styles, and what makes them more likely to buy something. He wanted to help companies make their products more attractive to customers so they would buy them. He is often called the "Father of Motivational Research" because he was one of the first to suggest that companies should study the reasons why people buy certain things.