Introducing the MindSight Motivational Matrix

David Forbes

Chapter Chapter 2 in The Science of Why, 2015, pp 25-34 from Palgrave Macmillan

Abstract: 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.

Keywords: Marketing Strategy; Human Motivation; Stone Wall; Emotional Energy; Instrumental Motive (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-50204-9_3

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DOI: 10.1057/9781137502049_3

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