The Science of Why [electronic resource] : Decoding Human Motivation and Transforming Marketing Strategy /
Forbes, D.author.
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, organizes, and explains the nine core motivations.
Description based upon print version of record.
""Cover""; ""Title""; ""Copyright""; ""Contents""; ""Preface""; ""Acknowledgments""; ""Introduction""; ""Chapter 1 Marketing to Motivation""; ""Chapter 2 Introducing the MindSight Motivational Matrix""; ""Chapter 3 Introducing the Intrapsychic Motivations""; ""Chapter 4 The Security Motive""; ""Chapter 5 The Identity Motive""; ""Chapter 6 The Mastery Motive""; ""Chapter 7 Introducing the Instrumental Motivations""; ""Chapter 8 The Empowerment Motive""; ""Chapter 9 The Engagement Motive""; ""Chapter 10 The Achievement Motive""; ""Chapter 11 Introducing the Interpersonal Motivations""
""Chapter 12 The Belonging Motive""""Chapter 13 The Nurturance Motive""; ""Chapter 14 The Esteem Motive""; ""Chapter 15 The Scholarship on Motivation""; ""Chapter 16 MindSight: Learning to Talk to the Emotional Brain""; ""Chapter 17 Epilogue""; ""Notes""; ""Image Permissions""; ""Index""
Includes bibliographical references and index.
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, organizes, and explains the nine core motivations.
Motion pictures and television.
Sales management.
Screen Studies.
Sales/Distribution.