The Science of Why Decoding Human Motivation and Transforming Market
In this groundbreaking book, author David Forbes explains human motivation and provides ways that marketers can effectively reach the consumer. The book uses decades of psychology research and the author's own tool, the Forbes Matrix that identifies, orga
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Copyright material from www.palgraveconnect.com - licensed to Stockholm University Library - PalgraveConnect - 2015-10-20
The Science of Why
10.1057/9781137502049 - The Science of Why, David Forbes
10.1057/9781137502049 - The Science of Why, David Forbes
Copyright material from www.palgraveconnect.com - licensed to Stockholm University Library - PalgraveConnect - 2015-10-20
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Decoding Human Motivation and Transforming Marketing Strategy David Forbes
10.1057/9781137502049 - The Science of Why, David Forbes
Copyright material from www.palgraveconnect.com - licensed to Stockholm University Library - PalgraveConnect - 2015-10-20
The Science of Why
the science of why
Copyright © David Forbes, 2015. All rights reserved.
Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN: 978–1–137–50203–2 Library of Congress Cataloging-in-Publication Data Forbes, David L. The science of why : decoding human motivation and transforming marketing strategy / by David Forbes. pages cm Includes bibliographical references and index. ISBN 978–1–137–50203–2 (hardcover : alk. paper) 1. Consumer behavior. 2. Motivation (Psychology) 3. Marketing— Psychological aspects. 4. Consumers—Research. I. Title. HF5415.32.F67 2015 658.8342—dc23 A catalogue record of the book is available from the British Library. Design by Newgen Knowledge Works (P) Ltd., Chennai, India. First edition: June 2015 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America.
10.1057/9781137502049 - The Science of Why, David Forbes
2015002535
Copyright material from www.palgraveconnect.com - licensed to Stockholm University Library - PalgraveConnect - 2015-10-20
First published in 2015 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010.
Preface
vii
Acknowledgments
ix
Introduction
1
Chapter 1 Marketing to Motivation
13
Chapter 2 Introducing the MindSight Motivational Matrix
25
Chapter 3 Introducing the Intrapsychic Motivations
35
Chapter 4 The Security Motive
53
Chapter 5 The Identity Motive
75
Chapter 6 The Mastery Motive
93
Chapter 7 Introducing the Instrumental Motivations
111
Chapter 8 The Empowerment Motive
121
Chapter 9 The Engagement Motive
135
Chapter 10 The Achievement Motive
145
Chapter 11 Introducing the Interpersonal Motivations
157
Chapter 12 The Belonging Motive
171
Chapter 13 The Nurturance Motive
185
Chapter 14 The Esteem Motive
197
Chapter 15 The Scholarship on Motivation
2
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