Science of Why

Why do consumers do what they do? What's really behind the choices they make? What moves them, what delights them, what do they love? The Science of Why helps answer those questions and change your vision of consumer marketing. This book brings together up-to-the-minute details of the new marketplace; advances in consumer research methods; and new information on uncovering, understanding, and targeting the emotional motivations that drive the actions of every consumer, all of the time. Through its pages, readers will uncover a new way to understand the full body of human motivational theory, and a new way to apply this understanding in the consumer-empowered marketplace that's emerging as we speak. The author David Forbes has created a simple, easy to understand, and easy to apply model of human motivation - - a kind of 'periodic table' of motives that identifies, organizes, and explains the nine core motivations, one of which is behind every action of every consumer. The Forbes Matrix format contains all we need to know about why consumers do the things they do the way they do them - nine core motivations that are all readers needs to craft motivational marketing strategies, linking consumers' innermost desires with the emotional benefits your product can deliver. The Forbes Matrix explains the subtle differences in the emotional make-up of different consumer groups in your marketplace; provides alternatives for your approach to motivational marketing; and helps you understand the consequences of the choices you make between these strategic alternatives. These nine core psychological motivations are all you need to know to answer the questions that opened this chapter: Why do consumers do what they do? What's really behind the choices they make? What moves them, what delights them, what do they love?