By Richard C. Maddock
Motigraphics is the normal supplement to demographics and psychographics - the of entirety of a triad. For shoppers, simply because causes are an important measurement of human habit, causes lead on to judgements, and judgements lead on to procuring habit. Demographics and psychographics let us know the what, while, the place, and the way of patron habit; yet motigraphics tells us why shoppers do what they do.
Dr. Maddock continues that educational psychology has didn't supply a proper method of motivation; hence, dealers have by no means been in a position to get an organization seize on why shoppers desire what they do, why they cancel and do not renew, and what components input into their selection making on the aspect of sale. With Motigraphics we will now degree and compute explanations, and the power of motivation permits us to figure out how a lot fairness a model Motigraphics permits us to explain patron loyalty by way of a quantitative motivational profile and scale. not just does Dr. Maddock exhibit the way to degree reasons, he additionally is helping us check the quantity of emotion occupied with a services or products. on the grounds that so much customer judgements are in response to emotion, now not cause, the significance of Dr. Maddock's publication for psychologists, sellers, and advertisements and revenues pros is self-evident and inestimable.
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Extra info for Motigraphics: the analysis and measurement of human motivations in marketing
Motives involved in health care are not the same as the motives involved in banking or in attendance at sporting events. 1 contains what we believe to be the human motives which account for all human behavior at one time or another. These motives also assume a particular structure when at rest. This structure, which is supported in factor analysis and fully elaborated upon in Chapter 9, accounts for the strength of these motives, with the strongest at the base and the weakest at the top. Unlike Maslow’s pyramid, we have found the Spiritual Survival Motive to be more essential than the Physical Survival Motive, which is why people commit suicide, eat and drink too much, and in general place their own physical survival lower on the scale than their spiritual survival.
Most products do not involve all of the motives that we have defined. An exception is automobiles, which do involve and appeal to all eleven motives. Seventh, the motives are normalized, or placed on a normal distribution or bell curve, so that they may be compared with one another and compared with motives of other products. This is a statistical process and is described in Chapter 15. Eighth, motives are converted into T-scores so that they may be graphed and diagrammed, and so that they may be entered into other studies and regressed or covaried with demographics, psychographics, zip codes, or any other quantitative measure of Page 18 consumer behavior.
Unlike most psychologists, who measure traits that are stable across time, the motives that we measure change from product to product. Motives involved in health care are not the same as the motives involved in banking or in attendance at sporting events. 1 contains what we believe to be the human motives which account for all human behavior at one time or another. These motives also assume a particular structure when at rest. This structure, which is supported in factor analysis and fully elaborated upon in Chapter 9, accounts for the strength of these motives, with the strongest at the base and the weakest at the top.