Abstract
To understand consumers’ motivations and build products to fulfill those motives we need a comprehensive playbook, a detailed map of the emotional landscape of human motivation. As in any map-making exercise, we first have to identify the names of all the places on the map, and then we need to understand where each is located in relation to the others. In this chapter we will provide the first look at our motivational marketing playbook—the MindSight Matrix.
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Notes
Paula Niedenthal, Silvia Krauth-Gruber, and Francois Ric, Psychology of Emotion: Interpersonal, Experiential, and Cognitive Approaches (New York: Psychology Press, 2006).
C. P. Snow, The Search (New York: Scribner’s, 1958), 58.
David Forbes, “Toward a Unified Model of Human Motivation,” Review of General Psychology 15:2 (2011): 85–98.
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© 2015 David Forbes
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Forbes, D. (2015). Introducing the MindSight Motivational Matrix. In: The Science of Why. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137502049_3
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DOI: https://doi.org/10.1057/9781137502049_3
Publisher Name: Palgrave Macmillan, New York
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