{"id":747,"date":"2015-06-22T00:00:00","date_gmt":"2015-06-21T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/the-science-of-why-speed-summary\/"},"modified":"2019-11-19T16:32:58","modified_gmt":"2019-11-19T16:32:58","slug":"the-science-of-why-speed-summary","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/the-science-of-why-speed-summary\/","title":{"rendered":"The Science of Why [Speed Summary]"},"content":{"rendered":"<ul>\n<li><a href=\"http:\/\/www.amazon.co.uk\/Science-Why-Motivation-Transforming-Marketing-ebook\/dp\/B00XK7N0Y8\/\">The Science of Why:\u00a0Decoding Human Motivation and Transforming Marketing Strategy<\/a><\/li>\n<li>Author:\u00a0David Forbes<\/li>\n<li>Publisher: \u00a0Palgrave Macmillan<\/li>\n<li>Publication date:\u00a02015<\/li>\n<\/ul>\n<p>For marketers, what\u00a0motivates consumers matters. \u00a0Why? Because motivation is what drives consumers to buy; motives are psychological tension states that push us to act &#8211;\u00a0the\u00a0&#8216;why&#8217; behind what we buy. \u00a0But there&#8217;s a problem. \u00a0Motivational research is a mess; a disjointed bundle of findings\u00a0and theories\u00a0still peppered with 1950&#8217;s pyramids (Maslow) and phalli (Freud).<\/p>\n<p>In the The Science of Why, psychologist and market researcher\u00a0<a href=\"https:\/\/www.linkedin.com\/pub\/david-forbes\/2\/210\/538\">David Forbes<\/a> sets out to put things right and make motivational research make sense.\u00a0The hero of the show is the motivational matrix, a distillation of research from a range of sub-disciplines in psychology (cognitive, positive, psychodynamic&#8230;) into nine core psychological motivations across two dimensions &#8211;\u00a0focus and aspiration.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3457\" src=\"\/wp-content\/uploads\/2019\/11\/Motivation-Matrix.png\" alt=\"Motivation Matrix\" width=\"1024\" height=\"768\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Intrapsychic Motivations<\/strong>:\u00a0Self-focused drive (autonomy)<\/p>\n<ul>\n<li><strong>Security<\/strong>: To be safe, confident, free from worry &#8211; manifests itself as desire\u00a0for safety, protection, confidence, and personal peace. When motivated by security, we\u00a0seek validation, reassurance,\u00a0reinforcement, and\/or freedom from worry<\/li>\n<li><strong>Identity<\/strong>: To do things that reflect our\u00a0personal taste, style, and values. Our drive\u00a0to\u00a0act as ourselves and express our\u00a0individuality. When\u00a0motivated by identity, we seek to express personal tastes, values, and styles that define us\u00a0as a particular individual<\/li>\n<li><strong>Mastery<\/strong>: To have full actualization of our\u00a0personal talents and strengths,\u00a0striving for distinctive outcomes of the self. When\u00a0motivated by mastery, we seek to realise\u00a0the fullness of our potential as a person, includes aspirations for excellence, expertise, perfection, control, organization and understanding<\/li>\n<\/ul>\n<p><strong>Instrumental Motivations<\/strong>: Task-focused drive (competence)<\/p>\n<ul>\n<li><strong>Empowerment<\/strong>: To be equal to the task, capable, and free to act. When motivated by empowerment, we strive\u00a0for feelings of permission, capability, and entitlement that allow us\u00a0to feel free to take a chosen or desired course of action<\/li>\n<li><strong>Engagement<\/strong>: To do all the activities of my life in a way that feels great\u2014 exciting, productive, absorbing. When motivated by engagement, we seek to\u00a0optimize the experience of actions in process, to make the experience of living as inherently rewarding as possible\u2014absorbing, exciting, productive, or just plain fun<\/li>\n<li><strong>Achievement<\/strong>: To have good results from our\u00a0life\u2019s activities, and outcomes of which we\u00a0can feel proud.\u00a0When motivated by engagement we\u00a0strive for completion, success, triumph over adversity, and pride in a job well done<\/li>\n<\/ul>\n<p><strong>Interpersonal Motivations<\/strong>:\u00a0Other-focused drive (relatedness)<\/p>\n<ul>\n<li><strong>Belonging<\/strong>: To be connected with relationships to other people in our world. When motivated by belonging we seek acceptance, affiliation, community, kinship, partnership, and friendship<\/li>\n<li><strong>Nurturance<\/strong>: To do things with others that make us feel good through loving, liking, caring, and cooperating. When motivated by nurturance, we long for feelings of empathy, love, affection, caretaking, kindness, support, consideration, understanding, cooperation, and collaboration<\/li>\n<li><strong>Esteem<\/strong>: To have a standing in our social network that results in\u00a0respect and admiration. When motivated by esteem we strive for outcomes that include respect, integrity, responsibility, leadership, and moral authority<\/li>\n<\/ul>\n<p>For a summary of the framework, see <a href=\"https:\/\/www.academia.edu\/6385429\/Toward_a_Unified_Model_of_Human_Motivation\">Forbes, D. L. (2011). Toward a unified model of human motivation<\/a>. Review of general psychology, 15(2), 85.<\/p>\n<p>For Forbes, clearing up motivation mayhem is not a matter of\u00a0intellectual neatness, it&#8217;s about putting motivational research back to the heart of innovation and marketing. Only by understanding the inherently rewarding intrinsic motivations that drive consumer behaviour can we build products, services and campaigns that cut through the clutter and connect with us emotionally. The value of motivations is that they lead to purchase motivation, rather than mere purchase interest.\u00a0Motivations are the drivers of\u00a0emotional attraction and frustration that <em>move<\/em> us to buy.<\/p>\n<h3>The Brand Genetics Take<\/h3>\n<p>The Science of Why is a must-read for any business looking to develop products, services and campaigns that have deep psychological appeal. Of course, there are many ways to skin the motivational cat, from intrinsic\/extrinsic motivation (inherently rewarding vs. rewarding consequence) to\u00a0Herzberg\u2019s two-factor theory (motivators vs. hygiene factors) to the ARC of self-determination theory (autonomy, relatedness, competence), the APA of need theory (achievement, power, affiliation), to flow theory, self-efficacy theory and expectancy-value theory. And that&#8217;s before you turn to\u00a0the core human values that motivate us such as the\u00a0LOV 9 &#8211; list of values (self-respect; self-fulfillment; accomplishment; well respected; fun and enjoyment; excitement;\u00a0warm relationships; belonging; security).<\/p>\n<p>But what The Science of Why offers is a coherent,\u00a0integrated and practical framework that is broad enough to allow for nuance, subtlety and differentiation, but simple enough to\u00a0guide real-world thinking and inform decisions. We particularly like the classification\u00a0of motives according to their focus, which fit broadly along the the lines of the ARC from self-determination theory &#8211; Autonomy (self-focus), Relatedness (other-focus), Competence (task focus).<\/p>\n<p>As researchers, the\u00a0one thing we missed in the Science of Why was a clear steer on how Forbes sees needs, drive, values and motivations differing from each other and relating to each other in market research. \u00a0In the research world, the terms are often used interchangeably, and this can result in confusion. It would have been useful to enjoy the same\u00a0Forbes-style clarity that was applied <em>within<\/em> the field of motivation applied to how\u00a0motivational research fits within the broader context of research into needs, motivations and drive. \u00a0But it&#8217;s unfair to criticise a book for what it didn&#8217;t say. As it stands, the Science of Why is the new must-read for businesses and researchers interested in why people buy.<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>The Science of Why:\u00a0Decoding Human Motivation and Transforming Marketing Strategy Author:\u00a0David Forbes Publisher: \u00a0Palgrave Macmillan Publication date:\u00a02015 For marketers, what\u00a0motivates consumers matters. \u00a0Why? Because motivation is what drives consumers to buy; motives are psychological tension states that push us to act &#8211;\u00a0the\u00a0&#8216;why&#8217; behind what we buy. \u00a0But there&#8217;s a problem. \u00a0Motivational research is a mess; [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":749,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-747","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Science of Why [Speed Summary] - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/the-science-of-why-speed-summary\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Science of Why [Speed Summary] - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"The Science of Why:\u00a0Decoding Human Motivation and Transforming Marketing Strategy Author:\u00a0David Forbes Publisher: \u00a0Palgrave Macmillan Publication date:\u00a02015 For marketers, what\u00a0motivates consumers matters. \u00a0Why? 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