Abstract
ENEATH the differences of opinion expressed by some specialists in motivation research and market research, there lies a basic unity of purpose: understanding the behavior of human beings in the market place. Both market and motivation research attempt to determine patterns of brand preference and purchase habits and effectiveness of advertising and sales promotion. Yet, this basic similarity of aim notwithstanding, motivation researchers and market researchers often do not see eye to eye with one another's research methods and results, sometimes even bitterly opposing the rights of the other to a position of trust in industry and commerce.1
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