Looking Around.

What is popularly referred to as "consumer motivation" has been getting more and more attention in recent years. Research in this area promises to be an important milestone in the history of marketing. Despite the interest in the subject and its potential importance, however, information necessary for understanding it has not been easy to obtain. This difficulty has been due in large measure to the varied and sometimes complicated nature of the work, and the fact that much of it has been done on a private basis. Also, the field is very young; it has little literature of its own, and no integrated rationale has crystallized. The author is currently investigating this subject. While his field work is in its early stages, certain observations are made here in an effort to invite thought, and suggestions are given for the businessman who wishes to learn more by reading. [ABSTRACT FROM PUBLISHER]