Why do consumers do what they do? What's really behind the choices they make? What moves them, what delights them, what truly fulfills them? And how can I reach them in their heart of hearts? Questions like these have probably vexed marketers since the days when shells and spears were the most popular Fast Moving Consumer Goods. The Science of Why will answer those challenges and change your vision of consumer marketing in the process. In this book Dr. Forbes brings together up-to-the-minute details of the new marketplace, advances in consumer research methods, and new information on uncovering, understanding, and targeting the emotional motivations that drive the actions of every consumer, all of the time. He has created a simple, easy to understand and easy to apply model of human motivation-a kind of 'periodic table' of motives that identifies, organizes, and explains the nine core motivations. This matrix contains all we need to know about why consumers do the things they do the way they do them. Dr. Forbes enhances his material with fascinating examples, anecdotes and illustrations, and supplements his narrative with real world marketing case studies. Sharing the insight, humor, and understanding he's gained from over 30 years as a psychologist, researcher, and marketing consultant to CEO's worldwide, he will deliver game-changing insights and tactics to help you connect the dots from consumer motivations to business bottom lines.
Introduction Chapter 1 - The Rise of Marketing to Motivation Chapter 2 - The Motivational Matrix Chapter 3 - Introduction to the Intrapsychic Motives Chapter 4 - Security Chapter 5 - Identity Chapter 6 - Mastery Chapter 7 - Introduction to the Instrumental Motives Chapter 8 - Empowerment Chapter 9 - Engagement Chapter 10 - Achievement Chapter 11 - Introduction to the Interpersonal Motives Chapter 12 - Belonging Chapter 13 - Nurturance Chapter 14 - Esteem Chapter 15 - The Scholarship on Motivation Chapter 16 - Measuring Motivation - The MindSight Method Chapter 17 - Epilogue and Predictions for a Motivationally Aware Planet
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