The Science of Why

Decoding Human Motivation and Transforming Marketing Strategy

  • Authors
  • DavidĀ Forbes

Table of contents

  1. Front Matter
    Pages i-ix
  2. David Forbes
    Pages 1-12
  3. David Forbes
    Pages 13-23
  4. David Forbes
    Pages 35-51
  5. David Forbes
    Pages 53-73
  6. David Forbes
    Pages 75-92
  7. David Forbes
    Pages 93-109
  8. David Forbes
    Pages 111-120
  9. David Forbes
    Pages 121-134
  10. David Forbes
    Pages 135-144
  11. David Forbes
    Pages 145-156
  12. David Forbes
    Pages 157-170
  13. David Forbes
    Pages 171-184
  14. David Forbes
    Pages 185-196
  15. David Forbes
    Pages 197-213
  16. David Forbes
    Pages 215-221
  17. David Forbes
    Pages 235-238
  18. Back Matter
    Pages 239-254

About this book

Introduction

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.

Keywords

Motivational marketing consumer behavior marketing advertising branding brand innovation market research Motive Promotion

Bibliographic information

  • DOI https://doi.org/10.1057/9781137502049
  • Copyright Information Palgrave Macmillan, a division of Nature America Inc. 2015
  • Publisher Name Palgrave Macmillan, New York
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-69937-7
  • Online ISBN 978-1-137-50204-9
  • About this book