Motigraphics : The Analysis and Measurement of Human Motivations in Marketing
Richard C. MaddockISBN: 1567202845;
Motigraphics is the natural complement to demographics and psychographics. It is the completion of a triad. This is because motives are the most important dimension of all human behavior. For consumers, motives lead directly to decisions and decisions 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. It studies motives, the most important element of consumer behavior. Not only does Dr. Maddock show how to measure motives, but also how to assess the amount of emotion involved in a brand so that brand equity may be measured. Motigraphics defines the "subliminal cue" as the basic unit of measurement, and with this unit of measurement consumer motives can now be assessed objectively. Since most consumer decisions are based upon emotion and not reason, this book will be of the utmost importance to professionals in advertising, marketing, sales, and the...
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