TY - JOUR A1 - Dichter, Ernest T1 - Stop the Mama Business JF - Getting Motivated by Ernest Dichter. The Secret Behind Individual Motivations by the Man Who Was Not Afraid to Ask Why? Amsterdam (Elsevier) 1979, pp. 167-170. N2 - This chapter focuses on the use of the word >mama< as a prayer during tough times. This cry for help whenever we realize our human weakness, and how many easily breakable strings hold our anatomical puppet together, is very understandable. In a novel by Solshenitsyn describing the siege of Stalingrad by the Germans, the author most likely quite correctly described how many of the soldiers, in their bottomless misery, cried out for >mama.< The political decisions are strongly influenced by this deep desire to find someone on whom we can lean. Erich Fromm, in his book, >Escape from Freedom<, describes this eternal dilemma. Despite many years of democracy, we still have never learned to really act democratically. In a study conducted for an insurance company. It is much easier to be a follower than to be a leader. If one is lucky enough to believe in himself to such an extent that it becomes strength, wonderful. Y1 - 1979 ER -