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Motigraphics
Motigraphics is the natural complement to demographics and psychographics - the completion of a triad. For consumers, because motives are the most important dimension of human behavior, motives lead directly to decisions, and decisions lead directly to purchasing behavior. Demographics and psychographics tell us the what, when, where, and how of consumer behavior; but motigraphics tells us why consumers do what they do. Dr. Maddock maintains that academic psychology has failed to provide a formal approach to motivation; thus, marketers have never been able to get a firm grasp on why consumers prefer what they do, why they cancel and don't renew, and what factors enter into their decision mak...
Ernest Dichter and Motivation Research
The work of motivation and consumer researcher Ernest Dichter was a milestone in the psychological creation of the modern consumer. This collection contextualizes Ernest Dichter within twentieth-century consumer culture and it charts the rise of psychological approaches to consumption in post-war Europe and North America.
Freud on Madison Avenue
What do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freud and his followers. By the 1950s, Freudian psychology had become the adman's most powerful new tool, promising to plumb the depths of shoppers' subconscious minds to access the irrational desires beneath their buying decisions. That the unconscious was the key to consumer behavior was a new idea in the field of advertising, and its impact was felt beyond the commercial realm. Centered on the fascinating lives of the brilliant men and women who brought psychoanalytic theories and practices from Europe to Madison Avenue and, ultimately...
Consumer Behaviour
This textbook provides a comprehensive introduction to Consumer Behaviour, drawing on an accessible writing style, engaging examples and a wealth of learning features throughout.
The 3M Model of Motivation and Personality
Integrating control theory, evolutionary psychology, and a hierarchical approach to personality, this book presents a new approach to motivation, personality, and consumer behavior. Called the 3M, which stands for `Meta-theoretic Model of Motivation', this theory seeks to account for how personality traits interact with the situation to influence consumer attitudes and actions. The book proposes that multiple personality traits combine to form a motivational network that acts to influence behavior. Mowen argues that in order to understand the causes of enduring behavioral tendencies, one must identify the more abstract traits underlying surface behaviors. In constructing the 3M model, the au...
Why People Buy
There are several competing brands on the store shelf. What will cause the shopper to purchase one product over another? In this 1959 classic, Cheskin answers these and many other questions by presenting his insights into human motivation as expressed in purchasing decisions. Bringing psychological insights to bear on market research, Cheskin shows how motivations that can indicate acceptance and value of brands, along with packaging, are the bearers of meaning for products. By investigating these connections, Cheskin shows how best to position new products.
Motivation and Its Regulation
It is motivation that drives all our daily endeavors, and it is motivation, or the lack of it, that accounts for most of our successes and failures. Motivation, however, needs to be carefully controlled and regulated to be effective. This book surveys the most recent psychological research on how motivational processes are regulated in daily life to achieve desired outcomes. Contributors are all leading international investigators, and they explore such exciting questions as: What is the relationship between motivation and self-control? What is the role of affect and cognition in regulating motivation? How do conscious and unconscious motivational processes interact? What role do physiologic...
Motivation and Personality
A psychological approach to science; Problem contering vs. means centering in science; Preface to motivation theory; A theory of human motivation; The role of basic need gratification in psychological theory; The instinctoid nature of basic needs; Higher and lower needs; Psychopathogenesis and the theory of thereat; Normality, health and values.
