Download or read book Motivation Research in Advertising and Marketing written by George Horsley Smith and published by Praeger. This book was released on 1954 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Motivation Research in Advertising and Marketing written by G. H. Smith and published by . This book was released on 1971 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Motivation Research written by Harry Henry and published by . This book was released on 1958 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Motivation Research in Advertising and Marketing written by George Horsley Horsley and published by . This book was released on 1954 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Freud on Madison Avenue written by Lawrence R. Samuel and published by University of Pennsylvania Press. This book was released on 2011-06-06 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: What do consumers really want? In the mid-twentieth century, many marketing executives sought to answer this question by looking to the theories of Sigmund Freud and his followers. By the 1950s, Freudian psychology had become the adman's most powerful new tool, promising to plumb the depths of shoppers' subconscious minds to access the irrational desires beneath their buying decisions. That the unconscious was the key to consumer behavior was a new idea in the field of advertising, and its impact was felt beyond the commercial realm. Centered on the fascinating lives of the brilliant men and women who brought psychoanalytic theories and practices from Europe to Madison Avenue and, ultimately, to Main Street, Freud on Madison Avenue tells the story of how midcentury advertisers changed American culture. Paul Lazarsfeld, Herta Herzog, James Vicary, Alfred Politz, Pierre Martineau, and the father of motivation research, Viennese-trained psychologist Ernest Dichter, adapted techniques from sociology, anthropology, and psychology to help their clients market consumer goods. Many of these researchers had fled the Nazis in the 1930s, and their decidedly Continental and intellectual perspectives on secret desires and inner urges sent shockwaves through WASP-dominated postwar American culture and commerce. Though popular, these qualitative research and persuasion tactics were not without critics in their time. Some of the tools the motivation researchers introduced, such as the focus group, are still in use, with "consumer insights" and "account planning" direct descendants of Freudian psychological techniques. Looking back, author Lawrence R. Samuel implicates Dichter's positive spin on the pleasure principle in the hedonism of the Baby Boomer generation, and he connects the acceptance of psychoanalysis in marketing culture to the rise of therapeutic culture in the United States.
Download or read book Motivation Research written by Harry Henry and published by . This book was released on 1963 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Motivation Research and Marketing Management written by Joseph W. Newman and published by . This book was released on 1957 with total page 562 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book How to Get People to Do Stuff written by Susan Weinschenk and published by New Riders. This book was released on 2013-03-07 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: We all want people to do stuff. Whether you want your customers to buy from you, vendors to give you a good deal, your employees to take more initiative, or your spouse to make dinner—a large amount of everyday is about getting the people around you to do stuff. Instead of using your usual tactics that sometimes work and sometimes don't, what if you could harness the power of psychology and brain science to motivate people to do the stuff you want them to do - even getting people to want to do the stuff you want them to do. In this book you’ll learn the 7 drives that motivate people: The Desire For Mastery, The Need To Belong, The Power of Stories, Carrots and Sticks, Instincts, Habits, and Tricks Of The Mind. For each of the 7 drives behavioral psychologist Dr. Susan Weinschenk describes the research behind each drive, and then offers specific strategies to use. Here’s just a few things you will learn: The more choices people have the more regret they feel about the choice they pick. If you want people to feel less regret then offer them fewer choices. If you are going to use a reward, give the reward continuously at first, and then switch to giving a reward only sometimes. If you want people to act independently, then make a reference to money, BUT if you want people to work with others or help others, then make sure you DON’T refer to money. If you want people to remember something, make sure it is at the beginning or end of your book, presentation, or meeting. Things in the middle are more easily forgotten. If you are using feedback to increase the desire for mastery keep the feedback objective, and don’t include praise.
Download or read book Ernest Dichter and Motivation Research written by S. Schwarzkopf and published by Springer. This book was released on 2010-08-20 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: The work of motivation and consumer researcher Ernest Dichter was a milestone in the psychological creation of the modern consumer. This collection contextualizes Ernest Dichter within twentieth-century consumer culture and it charts the rise of psychological approaches to consumption in post-war Europe and North America.
Download or read book Motivation Research a New Aid to Understanding Your Market written by Hans A. Wolf and published by . This book was released on 1955 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Science of Why written by D. Forbes and published by Springer. This book was released on 2015-07-13 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Use of Motivation Research in Marketing written by National Industrial Conference Board and published by . This book was released on 1960 with total page 36 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Motivation in Advertising written by Pierre Martineau and published by McGraw-Hill Companies. This book was released on 1957 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Gimme The Human Nature of Successful Marketing written by John Hallward and published by John Wiley & Sons. This book was released on 2007-06-30 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Gimme!, advertising research expert John Hallward shows you how the most effective advertising campaigns tap into our most basic, primal emotions to convince consumers to buy. For marketers and advertisers, this book looks at the human nature of consumers and presents the proven tactics, techniques, and arguments that best motivate the human animal to buy.
Download or read book Motigraphics written by Richard C. Maddock and published by Bloomsbury Publishing USA. This book was released on 2000-01-30 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Motigraphics is the natural complement to demographics and psychographics - the completion of a triad. For consumers, because motives are the most important dimension of human behavior, motives lead directly to decisions, and decisions lead directly to purchasing behavior. Demographics and psychographics tell us the what, when, where, and how of consumer behavior; but motigraphics tells us why consumers do what they do. Dr. Maddock maintains that academic psychology has failed to provide a formal approach to motivation; thus, marketers have never been able to get a firm grasp on why consumers prefer what they do, why they cancel and don't renew, and what factors enter into their decision making at the point of sale. With Motigraphics we can now measure and compute motives, and the strength of motivation allows us to determine how much equity a brand Motigraphics allows us to describe customer loyalty in terms of a quantitative motivational profile and scale. Not only does Dr. Maddock show how to measure motives, he also helps us assess the amount of emotion involved in a product or service. Since most consumer decisions are based on emotion, not reason, the importance of Dr. Maddock's book for psychologists, marketers, and advertising and sales professionals is self-evident and inestimable.
Download or read book Marketing Research written by Daniel Seymour and published by Irwin Professional Publishing. This book was released on 1988 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt:
