“Psychologist and marketing guru Ernest Dichter, known as the “father of motivational research,” explains that when human beings become fearful, most will regress to soothing, even infantile, behaviors and animalistic drives to distract themselves from, and channel, their anxiety.”

“Psychologist and marketing guru Ernest Dichter, known as the “father of motivational research,” explains that when human beings become fearful, most will regress to soothing, even infantile, behaviors and animalistic drives to distract themselves from, and channel, their anxiety.”

— David J. Lieberman