The Science of Why: Decoding Human Motivation and Transforming Marketing Strategy

by David Forbes

Introduction Chapter 1 The Rise of Marketing to Motivation Chapter 2 The Motivational Matrix Chapter 3 Introduction to the Intrapsychic Motives Chapter 4 Security Chapter 5 Identity Chapter 6 Mastery Chapter 7 Introduction to the Instrumental Motives Chapter 8 Empowerment Chapter 9 Engagement Chapter 10 Achievement Chapter 11 Introduction to the Interpersonal Motives Chapter 12 Belonging Chapter 13 Nurturance Chapter 14 Esteem Chapter 15 The Scholarship on Motivation Chapter 16 Measuring Motivation The MindSight Method Chapter 17 Epilogue and Predictions for a Motivationally Aware Planet

Genres: Nonfiction, Business

268 pages, Paperback

First published June 16, 2015

Reviews

[chefswifediary · Rating 4 out of 5]

This book reminds me on the marketing fundamental that begins with intrinsic towards extrinsic motivations. In particular, I like how the author breaks down the different motivations into an easy-to-understand motivational matrix which ease understanding. This is important as there are many motivational factors which can be confusing to readers. On top of that, different motivational factors require different marketing techniques. Perhaps as next step, the author could expand more on the esteem motive factor that relates highly to rising social media world. That would be even more interesting! Thank you for writing such great book!

[Anna Gunn · Rating 5 out of 5]

Saving this one for a permanent reference book on my shelf!

[Elizabeth (Stuffed Shelves) · Rating 5 out of 5]

This book dives into a whole new world of marketing. The things advertisers to appeal to a certain person or a personality type. Mr. Forbes plainly knows what he is talking about, as he is founder of Forbes Consulting, working for over twenty years as a strategic marketing research consultant, dedicated to creating business advantages through psychological consumer opinions and reactions. He even has a Ph.D in cognitive psychology. Dr. Forbes has won many awards and has been recognized for many years.

It really is quite fascinating how you can change the idea or the perception of an advertisement based on how you promote, what your main focus is on, and the personality type you are engaging. At times the book read like a textbook, but I was intrigued enough to doodle some notes. David Forbes does a good job at keeping your attention focused on the book, while also being educational and direct. A main topic is explaining how to make an emotional connection with the consumer, so it would only make sense that he would be able to do so with the consumers of his book.

I always knew about the things Mr. Forbes discusses in his book, but I have yet to read a book that describes and explains it so well, that I walked away knowing I learned something, that is until I read The Science of Why. This isn't just a great book for an advertiser or someone who works for marketing, but also the consumers who are affected by the advertisements you view on a daily basis. Without a question, this is a 5/5 book.

[Kristine Hall · Rating 4 out of 5]

3.5 Stars - would be 4.5 if better edited. The strength of The Science of Why is in Dr. Forbes’s extensive knowledge of the psychology of consumer motivational behaviors and Forbes’s own vast experience in the industry. Forbes covers everything from the great scholars of motivation studies to the research methodologies used over the ages to extract what drives consumers to make their purchases. The writing is straightforward and informal, which makes the book easy to follow and understand (while making grammar traditionalists a little crazy). The message is clear that in order to successfully market their products and stay alive in an ever-changing marketplace, businesses must take the time to know their consumers. Fortunately, Forbes provides direction and numerous specific tips and strategies for market research. Full review on Hall Ways http://kristinehallways.blogspot.com/....