The Science of Why Buchzusammenfassung - das Wichtigste aus The Science of Why

Einleitung anhören

00:00

Zusammenfassung von The Science of Why

Name: The Science of Why
Rating: 4.3 (62 reviews)
Author: David Forbes

David Forbes

Decoding Human Motivation and Transforming Marketing Strategy

4.3 (62 Bewertungen)

13 Min.

Themen

Neuromarketing

Inhaltsübersicht

The Science of Why
in 6 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 6

What’s in it for me? Find out what really makes consumers tick.

What do you really know about your customers? Sure, you couldn’t possible know everyone’s shoe size, or how many siblings or children each customer has – but there are other things you really should know. For example, what drives your customers to grab your products off the shelf and not your competitor’s? Or, conversely, what makes customers pick your competitor’s products over yours?

In The Science of Why, the author takes a closer look at just such questions. By presenting the findings of his own scientific research, he opens a window into the minds of consumers, and puts forward the MindSight Matrix, a tool to help you see the different factors at play when consumers choose what to buy (or not to buy), what they think and what motivates them – in other words, knowledge you definitely want to have when deciding on a marketing strategy.

In these blinks, you’ll discover

why it’s difficult to sell a Gucci handbag to a punk rocker;
the importance of distinguishing between three different consumer motivations; and
how to turn a marketing strategy into a successful marketing strategy.

Use the MindSight Matrix to understand why consumers buy.

So, you’ve got great marketing, a fantastic business and an ingenious product idea. But your target market doesn’t seem to see it this way – because they just aren’t buying your product. What’s wrong?

If you’re at your wits end, there’s a tool that might help: the MindSight Matrix. This problem-solving technique maps out the various motivational forces that drive consumers.

There’s one main force that motivates action: a desire for change. Whether an elderly lady buying a new pair of slippers or a young professional joining a gym, all customers are looking for change, and the MindSight Matrix helps pinpoint exactly what kind of change is wanted.

There are three categories of desired change: expectations, experiences and outcomes. Expectations are what customers want to change in the future. To attract customers hoping to change their expectations, marketers should focus on giving them a vision of the future where the product has opened up new opportunities for them. Experiences are what customers want to change in the present moment. And, finally, outcomes reflect how satisfied customers are with their past choices.

There are also three categories of motivations: intrapsychic motivations, instrumental motivations and interpersonal motivations. To identify motivation, we have to specify where we want the change to take place.

Change can either be internal or outward-directed. If you want to change how you feel about or perceive yourself, then you’re longing for internal change. If you want to change your outward appearance or physical surroundings, or buy a new product, then you desire outward-directed change.

All internal change is driven by intrapsychic motivations. We’ll take a closer look at these in the next blink.

Outward-directed change can be driven by either instrumental motivations or interpersonal motivations.

Instrumental motivations are what inspire you to buy those Nike sneakers or that Chanel handbag, or to take that vacation to Fiji. Interpersonal motivations, on the other hand, are what move you to align yourself with a particular reference group – be it punks, clubbers, sports fans or activists.

This might seem complicated, but it will become clearer through specific examples in the next blinks. Just remember that there are three different types of change and three different types of motivation – with a total of nine different change-motivation combinations.

Things we buy reflect how we want to feel about ourselves.

Here’s a question: have you expressed yourself today? And here’s another: have you bought anything today? If you answered yes to the second question, then you can probably answer yes to the first. Many of our purchases are driven by intrapsychic motivations; simply put, we buy things to say something about ourselves.

Consumers that respond to intrapsychic motivations value how a product will make them feel about themselves. These types of consumers are notoriously hard to satisfy, because only they know their true personal desires. To attract such consumers, marketers develop campaigns that focus on how a product will make an individual feel.

Intrapsychic motivations reflect needs for safety, social recognition or even skill development.

In the previous blink we learned about intrapsychic motivations. Now let’s examine three types of shoppers driven by them.

All of us have one of those really indecisive friends. He or she spends ages deciding what to purchase, then gets cold feet at the last minute and leaves the store empty-handed due to some minor worry regarding the product. If you don’t have one of those friends, you might even be that friend yourself. But don’t worry! There’s no shame in it.

Instrumentally motivated consumers want to make the best purchase, and appreciate being informed.

While intrapsychic motivations emerge from our internal lives, instrumental motivations are primarily focused on the real world. How do these motivations shape buying behavior? Well, it’s all about outcomes.

Instrumentally motivated consumers want to buy the product that is most efficient and most effective. In other words, these are the types of people who conduct painstaking online research before they decide to buy anything.

Instrumentally motivated consumers like to be empowered, engaged and challenged.

So what kind of shoppers are driven by instrumental motivations?

For one, there’s the empowerment-oriented consumer. They care about achievement, improvement and success, and as a result they won’t buy unless they’re sure a product will help them perform well. It’s the marketer’s job to make these consumers feel like they’re on the right track.

Interpersonally motivated consumers buy in order to belong.

If you’d rather pay at the self-serve checkout than have a friendly chat with the supermarket cashier, then you probably aren’t a customer driven by interpersonal motivation. For you, shopping means getting in and out as fast as possible.

In contrast, interpersonal consumers deeply value the loyal relationships they develop with a store, a product and a seller. They seek a sense of community and inclusion in brands, and therefore shop at stores where they feel their needs are understood.

Du möchtest die gesamte Zusammenfassung von The Science of Why sehen?

Kernaussagen in The Science of Why

Mehr Wissen in weniger Zeit

Sachbücher auf den Punkt gebracht

Kernaussagen aus Sachbüchern in ca. 15 Minuten pro Titel lesen & anhören mit den „Blinks”

Zeitsparende Empfehlungen

Titel, die dein Leben bereichern, passend zu deinen Interessen und Zielen

Podcasts in Kurzform ^Neu

Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in The Science of Why?

The Science of Why (2015) is an insightful and sometimes surprising guide to a question that only the best marketers can answer: why does a customer buy? Read through these blinks to explore the various types of consumers in the marketplace, and give your own marketing greater depth and perspective.

Bestes Zitat aus The Science of Why

According to the Council of American Survey Research Organizations, US companies spent $6.7 billion in efforts to learn more about their consumers in 2013.

—David Forbes

Wer The Science of Why lesen sollte

Businesses struggling to gain a strong customer base
Marketers who want to approach their target market in a more nuanced manner
Shoppers interested in how brands entice them to buy

Über den Autor

David Forbes is the founder of Forbes Consulting, an insight-based marketing consultancy. Through psychological consumer insights, the company has increased the effectiveness of several major brands. Forbes also holds a PhD in clinical and cognitive psychology from Clark University.

Kategorien mit The Science of Why

Marketing & Vertrieb Psychologie

Ähnlich wie The Science of Why

The Psychology of Selling

Brian Tracy

Increase your sales faster and easier than you ever thought possible

How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone

23 min

4.6

The 22 Immutable Laws of Branding

Al Ries and Laura Ries

Bite-sized branding tips from a dynamic marketing duo

25 min

4.6

Branding Between the Ears

Sandeep Dayal

Using Cognitive Science to Build Lasting Customer Connections

Truth and Lies About Why We Buy

The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

20 min

4.4

The Hidden Psychology of Social Networks

Joe Federer

How Brands Create Authentic Engagement by Understanding What Motivates Us

What We Should Know about the People We Don’t Know

21 min

4.1

Lawyers, Liars and the Art of Storytelling

Jonathan Shapiro

Using Stories to Advocate, Influence, and Persuade

A Brief History of Humankind

When Science Meets Shopping

Building Meaning in Yourself, Your Role, and Your Organization

How Neuroscience Can Empower (and Inspire) Marketing

What to Say to Get Your Way

How to Make Tomorrow Better Today

18 min

4.3

The Art of Negotiation

Michael Wheeler

How to Improvise Agreement in a Chaotic World

20 min

4.1

Do Breathe

Michael Townsend Williams

Calm Your Mind. Find Focus. Get Stuff Done.

23 min

4.5

The 11 Laws of Likability

Michelle Tillis Lederman

Relationship Networking … Because People Do Business with People They Like

15 min

4.1

Impromptu

Reid Hoffman with GPT-4

Amplifying Our Humanity Through AI

12 Steps to Building Unbeatable B2B Brands

The Science of Changing Your Mind

The secrets of 40 millionaires' wealth, revealed

A Common Sense Guide to the Economy

How Your Brain Tricks You Into Expecting the Worst and What You Can Do about It

The Secrets of the Universe, the Science of the Brain

366 Meditations on Power, Seduction, Mastery, Strategy, and Human Nature

We Need You to Lead Us

15 min

4.6

Reinventing Your Life

Jeffrey E. Young and Janet S. Klosko

The Breakthrough Program to End Negative Behaviour...and Feel Great Again

The Ultimate Guide for Mastering The Art and Science of Getting Past No

21 min

4.4

How to Read a Financial Report

John A. Tracy and Tage C. Tracy

Essential Information for Entrepreneurs, Lenders, Investors, Analysts, and Management

Escape 9–5, Live Anywhere, and Join the New Rich

28 min

4.2

How to Think More Effectively

The School of Life

A guide to greater productivity, insight and creativity

18 min

4.4

The Psychology of Intelligence

Jean Piaget

A theory of intelligence and cognitive development between birth and adolescence

25 min

4.4

Secrets of Power Negotiating

Roger Dawson

Inside Secrets from a Master Negotiator

Your Personal Guide to the Mastery of Magic Words

14 min

4.7

The Design Thinking Workbook

CJ Meadows

Essential Skills for Creativity and Business Growth

Warren Buffett and the Business of Life

32 min

4.6

The Science of Selling

David Hoffeld

Proven Strategies to Make Your Pitch, Influence Decisions, and Close the Deal

21 min

4.6

Go Beyond Talk: Connect Powerfully

The Blinkist Team

How learning to listen and be assertive can help your communication

17 min

4.6

Rich Dad’s Guide to Investing

Robert T. Kiyosaki

What the Rich Invest in, That the Poor and Middle Class Do Not!

Transform Your Business by Being Remarkable

Elevate Your Mind, Unlock Your Power, Heal Your Soul

The Path to Fulfilling and Sustainable Sexuality

21 min

4.4

Start With Why (New Version)

Simon Sinek

How Great Leaders Inspire Everyone to Take Action

How Brands Tune In and Build Credibility

The Surprising Truth About What Motivates Us

23 min

4.6

The 15 Invaluable Laws of Growth

John C. Maxwell

Live Them and Reach Your Potential

How to Bridge the Distance Between Business Strategy and Design

Master Your Mind and Defy the Odds

18 min

4.2

A Short History of Nearly Everything

Bill Bryson

A journey into the most intriguing and intractable questions that science seeks to answer

38 min

4.5

❤️ für Blinkist️️️

Ines S.

Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.

Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.

Ekaterina S.

Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll

Nils S.

Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.

Julia P.

Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.