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The Science of Why: Decoding Human Motivation and Transforming Marketing Strategy, by D. Forbes
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In this groundbreaking book, author David Forbes explains human motivation and provides ways that marketers can effectively reach the consumer. The book uses decades of psychology research and the author's own tool, the Forbes Matrix that identifies, organizes, and explains the nine core motivations.
- Sales Rank: #654067 in Books
- Published on: 2015-06-16
- Released on: 2015-06-16
- Original language: English
- Number of items: 1
- Dimensions: 9.55" h x 1.06" w x 6.23" l,
- Binding: Hardcover
- 254 pages
Review
'In The Science of Why, David Forbes offers a deep dive into the psychology behind consumer behavior. By explaining the different kinds of motivation that drive purchases, he enables you to fine-tune your marketing. As a helpful bonus the book is peppered with real-world examples of how successful marketers have used a particular motivation.' Roger Dooley, author of Brainfluence
'Understanding 'why people do what they do' has puzzled mankind since the time of Socrates. Over the centuries, many, including Freud and Maslow, have furthered our understanding of human behavior. In The Science of Why, David Forbes distills the scientific body of knowledge into nine core motivations that drive behavior. Utilizing case studies and his experiences with the MindSight methodology, he effectively illustrates how brands can leverage emotional insights into core motivations to engage authentically with consumers.' Lisa R. Courtade, Head, Global Customer & Brand Insights, Merck & Co., Inc.
'Marketing must change in light of neuroscience, and this book is an invaluable roadmap to success in this new order.' Douglas Van Praet, Author of Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing
'This is a must read for all marketers. Dr. Forbes explains the psychology of how we are wired; our personalities, our intrinsic and extrinsic motivators, and how that influences our reactions to the external world. Using his own proprietary MindSight Matrix allows him to give real-life business applications, along with suggested marketing messages to better connect with consumers. Dr. Forbes makes a compelling case for why better understanding human psychology will unlock true emotional connections.' Michelle Adams, PhD, Founder of Marketing Brainology
'In today's person-centered marketing environment, success depends on understanding the deep emotional needs in consumers' lives, and then creating and marketing brands and products that will contribute to fulfillment of those needs in a truly meaningful way. In The Science of Why, Forbes offers a theoretically compelling, eminently practical, battle-tested, example-rich playbook for doing just that.' Stephen D. Rappaport, Author and Marketing Consultant, Stephen D. Rappaport Consulting LLC
'The Science of Why is a must-read for any business looking to develop products, services and campaigns that have deep psychological appeal.' Paul Marsden, blogger Brand Genetics
About the Author
Dr. David Forbes founded Forbes Consulting over 20 years ago as a strategic market research consultancy dedicated to creating business advantage through deep psychological consumer insights. Since that time, he has built Forbes Consulting into a major resource for scores of corporations in the CPG, Financial Services, and Pharmaceutical industries, both domestically and internationally (client list appended).
His seminal publication on motivational theory has reshaped the dialogue on the topic, and the work of he and his team at the Forbes Consulting Group has revolutionized the way his clients think about their consumers, their products, and their marketing materials―leading them to create vastly more successful products and messages targeting these new consumers.
David Forbes holds a PhD in clinical and cognitive psychology from Clark University, USA, and was a member of the faculties of Harvard Medical School Department of Psychiatry and the Harvard Laboratory of Human Development before beginning his career as a business consultant. He quickly developed a following of clients who understood the power of emotion in driving behavior, well before this became a topic of mainstream interest.
Since that time, Dr. Forbes has received numerous awards and recognitions. His work on the MindSight® tool won him the Advertising Research Foundation's Great Mind Award in 2012. He was also awarded the Brand Innovator Award at the 2012 World Brand Congress. He was a finalist for the Disruptive Innovation Prize at the Insights Innovation Exchange 2014 Amsterdam.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Great tool for marketers to learn how to better know their consumers, but needs editing.
By Hall Ways
The emotional drives that are fueled by how people want to think and feel about themselves are at the very heart of the forces we must persuade and sell to. -- David Forbes
In The Science of Why: Decoding Human Motivation & Transforming Marketing Strategy, author David Forbes tells readers to think of the book “as a map to guide us as we set out on the journey to discover who our consumers are and to learn why they do what they do.” Dr. Forbes believes that emotions are at the root of consumers’ nine core motivations, which drive all consumer behavior. Further, Forbes believes if businesses can view the world from the perspective of consumers’ emotional motivations, then marketers will be able to successfully promote their products. The Science of Why is divided into chapters which explore each of the nine motivations Dr. Forbes presents in the MindSight Motivational Matrix, and chapters include plenty of sidebars, plus sections titled “Consumer Portraits” and “Case Studies” that apply real world examples to the concepts. Each of those chapters concludes with a “Takeaways” section that summarizes the main points of the chapter and what the marketer needs to remember about the consumer motivation explored within the chapter.
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.
Where the book needs work is in editing. (This is why I really rate the book 3.5 stars.) Sadly, there are numerous errors in punctuation and capitalization, along with dropped words, added words, and typos; even the jacket blurb had errors. There were formatting inconsistencies and some illustrations that included information in a font so small it was difficult to read. Additionally, the author has a habit of using quotation marks for emphasis – the equivalent of using air quotes in speech -- which detracts from the professionalism. These issues could easily be corrected with a thorough editing, which one would expect with the publication coming from a major publishing house. Dr. Forbes clearly knows his material and is a highly educated person, but the errors chip away at the otherwise outstanding and informative presentation of the material.
The book is fascinating and spends more time on detailing the history and psychology of human motivation than it does on addressing practical applications for the marketer. Awareness and knowledge of what drives consumers is essential for the marketer, and readers looking for those aspects will not be disappointed; however, readers looking primarily for marketing strategies may be frustrated and find the level of background explanation unnecessary. I recommend this book for marketing students and business world marketers who are interested in learning how to better know consumers and changing the way products are promoted to meet consumer needs.
If you like this review, read it and many more on my blog http://kristinehallways.blogspot.com .
0 of 0 people found the following review helpful.
Practical solutions for advertisers, marketers, businesses everywhere
By Michael Green
While Forbes’s ambitious title teases, this little gem does not disappoint. His 30+ years in consumer marketing research build on his Ph. D. in psychology to produce a quantum leap for business marketing. What Mendeleev’s Periodic Table did for physical science, Forbes does for human motivation with the MindSight Motivational Matrix. His thesis is that 21st century marketing requires deep understanding of consumer motivations. Forbes brings his insights to help manufacturers and service providers unlock the hidden ‘ciphers’ of values, attitudes, and dispositions that compel modern consumer choices.
This book introduces Forbes’s MindSight Matrix, a motivational template evolved from his vast experiences in market research with America’s premier companies. The Matrix defines the motivational space of human choice and is concentrated on understanding WHY consumers choose to buy one product rather than another. What Forbes presents is actually a modern theory of human motivation, specifically motivations that directly influence choices.
Those who specialize in marketing products and choices will be favorably rewarded for their study and understanding of the MindSight motivational matrix. To assist them, Forbes lays out nine core chapters, each dedicated to one of the 3 x 3 matrix cells. In each of those chapters he presents:
• Introduction of basic theory and research and how the motive develops through life;
• A consumer portrait, an archtype of decision making for the motivational type;
• Guiding statements, questions, and issues that hone product marketing;
• How brand and product marketing and identification motivate consumer choice;
• Some chapters contain the “Cult” products section for building an In-Group;
• Marketing messages designed to appeal to people with the specific motivation;
• Motivation-based marketing principles & most effective marketing messages;
• Case studies of highly successful marketing; and
• An enumerated list of “takeaways” from the chapter.
What is not to like about having this information available in an “owner’s manual” format?
Forbes’s writing is straightforward and accessible. He consistently relates to experiences from different age and status groups, and he is self-disclosing to personalize a point. Going forward, The Science of Why should be required reading for product designers and manufacturers, ad men and marketers, as well as CEOs and CFOs. For anyone who wants to sell a product or service, this little gem will be worth reading, re-reading, and re-re-reading.
I am pretty positive about The Science of Why, because the ideas in the book are practical, research-based, and effective. But the book is not perfect. It does not, for example, discuss the important difference between reasons and causes, where reasons, just as often as causes, can influence personal choices. Nor does Forbes include any information about powerful personality causes like addictive, phobic, or obsessive motivations, which are sufficiently rare in the marketplace that most marketers would ignore them anyway. These tertiary considerations do not detract from the book’s core message: marketing in the 21st century can become much more effective by employing the scientific marketing strategies landscaped so effectively by Forbes.
0 of 0 people found the following review helpful.
Why do I like the Budweiser commercial so much?
By Francine
The Science of Why delves into the psychological reasons behind why different people are attracted to different advertisements and how advertisers design the ads towards these personality types. Mr. Forbes is very knowledgeable about this subject as he owns his own consulting firm that deals with helping advertisers understand and market their products to consumers. His high level of intelligence is evident throughout the book as he writes in depth about different personality types and what these types would look for, consciously and unconsciously, in advertisements before buying the product. It often reads like a text book and I’m sure it must be a part of the recommended reading of a marketing course somewhere. I admit there were times my mind wandered a bit but Mr. Forbes does a good job of pulling the reader back in with interesting side notes and, my favorite, real life examples of how certain products and companies have used little tricks to entice different personality types to buy the product. Most of the time he doesn’t name the company or product but it’s fun to speculate which company or product he is referencing. Before reading this book I always thought myself to be fairly savvy at not falling for advertising “candy” but now I realize I’ve fallen for almost all of the tricks of the trade. The Budweiser commercial gets me every single time and I don’t even like beer! David Forbes and this book reminds me of radio personality Terry O’Reilly who discusses the same issues with advertising and I’m a huge fan of his so overall I found this book to be really fascinating. I read the digital version of this book which worked well on my ereader and the cover, although fairly plain, uses the question that plagues most of us, Why, and so caught my eye. This was an interesting and informing read.
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