Motigraphics
Subtitle: The Analysis and Measurement of Human Motivations in Marketing
Publisher: Quorum Books
Published: January 30, 2000
Language: eng
Format: Hardcover
Number of pages: 320
ISBN-13: 9781567202847
Subjects: Behavioural theory (Behaviourism); Market research; Marketing Research; Applied Psychology; Psychology; Business / Economics / Finance; Research & Methodology; Business/Economics; Motivation research (Marketing; Consumer Behavior - General; Marketing - Research; Business & Economics / Marketing / General; Marketing - General; Motivation research (Marketing)
First sentence: Demographics and psychographics have long been the key to the analysis of consumer behavior.
Description: "Motigraphics, the measurement of motives, is the natural complement to demographics and psychographics. Demographies and psychographics tell us the what, when, where, and how of consumer behavior. Motigraphics tells us the why. This is an important tool because it is the strength of a motivation that allows market researchers to determine how much equity a brand might have. It allows them to describe customer loyalty in terms of a quantitative motivational profile and scale.

Not only does Maddock show how to measure motives but he also helps marketing and advertising professionals assess the amount of emotion involved in a product or service. For psychologists, marketers, and advertising and sales professionals."--BOOK JACKET.