Motigraphics: The Analysis and Measurement of Human Motivations in Marketing

By Richard C. Maddock | Go to book overview

16
Motigraphics

Until you've measured something, you don't know what you're talking about.

-- Lord BaronKelvin


WHY EMOTIONS AND MOTIVATION HAVE NOT BEEN MEASURED
The measurement of motives is something that was long ago placed on the back burner and never brought to the front. There are probably several reasons for this:
Motives are situational, and therefore illusive. They vary from one situation to another.
Motives are associated closely with emotion, and emotion is difficult to study and even more difficult to contain or measure.
Motives originate in the unconscious and the unconscious has never been measured.
People can't tell you why they do what they do. Some other method of investigation must evolve before we can grasp the whole notion of motivation.
There was no adequate definition of motives.

As a result of this postponement and the failure to study motives and motivation, the richness and abundance that students of psychology expect to see is absent. Instead, there is a vacant quality

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