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As I had struggled with this problem for a long time, trying to figure out how one can ask a person why he or she does something without running the risk of receiving rationalizations as answers, I started a battle with my employer. He appreciated my French, but he did not appreciate this attack on the establishment. "You refugees and greenhorns are all alike. " "I thought this was particularly appreciated in this country," was my angry reply. " I don't remember his answer, but I know he didn't understand.

Not too long ago, I was supposed to conduct a study on the psychology of eating habits of dogs. This was, by the way, one of the few cases where I had to go beyond the motivations of humans. I had to study dogs and the relationships between dogs and their owners. I have collected a list of over 7000 such questions. Nineteen thirty-eight and no money. I landed a job with a market research organization. I'd looked them up in the phone book and was hired. What was my first assignment? The very same one that had landed me in jail in Vienna: analyzing milk drinking habits, this time of Americans.

S. ," I shouted. I had always loved, if that is the right word, America. Among other reasons, while I was studying in Vienna, 1 earned a good part of my living by tutoring American medical students. As a matter of fact, I even got through my psychoanalytic training for free by teaching my American analyst German while practicing my English. Mr. Thompson was quite taken aback by my violence. "Calm down, young man," he said. "You are wrong in almost everything you say about the States. " It was at that point that I, probably for the first time, formulated most clearly what by now is fairly well known all over the world as motivational research.

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