Motigraphics: The Analysis and Measurement of Human Motivations in Marketing

By Richard C. Maddock | Go to book overview

1
Motives, Emotions, and Marketing: The Silent Side of Human Behavior

Demographics and psychographics have long been the key to the analysis of consumer behavior. No marketer would attempt to write a marketing plan without using these two "tools of the trade." Just as a physician or a dentist relies upon x-rays and physical examinations, marketers have made giant strides since these two methodologies became available to them.

What has been missing, however, is a third dimension. That dimension is customer motivation. Every marketer has asked, at one time or another, "What motivates my customer to do what they do?" It would seem like the most likely approach to getting an answer to this question would be to ask the customer directly: "Why do you do what you do?" But unfortunately, most people can't tell you why they do what they do. And the reason is that much of the variation in human behavior has its origins in the unconscious mind.

For example, why would a customer pay $35,000 for a car when she could buy one for $12,000? Why would she purchase a boat for $200,000 that she only visits once or twice a year? Or why would she drive past three or four banks to get to "her bank," and then tell the researcher that her most important consideration in choosing a bank is convenience? These examples defy rational explanatons, and without knowing what really motivates customers we will never know the "real" answers.

Motigraphics is the third dimension of consumer behavior, ranking with demographics and psychographics. Motigraphics is the

-9-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited page

Bookmark this page
Motigraphics: The Analysis and Measurement of Human Motivations in Marketing
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this book
  • Bookmarks
  • Highlights & Notes
  • Citations
/ 310

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.