Access to higher education increased dramatically in the second half of the 20th century, as federal legislation provided huge increases in funding and, under Lyndon B. Johnson, the provision of low-interest loans. Documents in this resource reflect the consumer potential behind these social changes, covering subjects such as dictionary sales, college scholarships, public library use and language courses. A creative problem analysis and a proposal for a motivational research study on the high school graduate and student market, for example, sought to increase Smith-Corona’s share of the growing student typewriter market. Another example, commissioned by Merriam-Webster, was A motivational research study on the attitudes of college English teachers toward dictionaries.
Reports also look at the education systems of other countries, such as Venezuela and Israel. In 1965, Universidad Catolica in Caracas commissioned a report to study how the university would benefit from moving to a new location - see Proposal for a motivational research study on how to use the moving of Universidad Catolica from the old campus to the new one to increase the success of the Universidad Catolica. Perhaps the most intriguing insight into the relationship between educational institutes and business is the report entitled, Outline for a Dichter Center for Motivational Research at the University of the Negev (Afro-Asian Institute), in which Dichter sets out his vision for a centre that will not only teach motivational research, but also study consumerism in developing economies throughout Asia and Africa.
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