IDEAS home Printed from https://ideas.repec.org/a/cup/jadres/v44y2004i02p210-215_04.html
   My bibliography  Save this article

The Morphological Approach for Unconscious Consumer Motivation Research

Author

Listed:
  • ZIEMS, DIRK

Abstract

Morphological psychology leverages the theory of Gestalt to understand the underlying fundamental, and often unconscious, motivating forces behind brand and product decisions. The Morphological concept of motivation makes it possible to account for the unconscious generators of consumer behavior appropriately. It reveals the hidden symbolic meaning of products. Marketing strategies should limit themselves to one key message—the concept of single-minded proposition—conveying one “core feeling†of “emotional value.†However, successful strategies consider the complex psychological mechanisms, which create the “emotional values.â€

Suggested Citation

  • Ziems, Dirk, 2004. "The Morphological Approach for Unconscious Consumer Motivation Research," Journal of Advertising Research, Cambridge University Press, vol. 44(2), pages 210-215, June.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:02:p:210-215_04
    as

    Download full text from publisher

    File URL: https://www.cambridge.org/core/product/identifier/S0021849904040152/type/journal_article
    File Function: link to article abstract page
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Johannes Simons & Carl Vierboom & Jeanette Klink-Lehmann & Ingo Härlen & Monika Hartmann, 2021. "Vegetarianism/Veganism: A Way to Feel Good," Sustainability, MDPI, vol. 13(7), pages 1-19, March.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:44:y:2004:i:02:p:210-215_04. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Kirk Stebbing (email available below). General contact details of provider: https://www.cambridge.org/jar .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.