The morphological approach for unconscious consumer motivation research

Dirk Ziems

Morphological psychology leverages the theory of Gestalt to understand the underlying fundamental, and often unconscious, motivating forces behind brand and product decisions.

The Morphological Approach for Unconscious Consumer Motivation Research

Dirk ZiemsCologne (Germany) and New York

THE LACK OF PSYCHOLOGICAL CONCEPTS IN CONTEMPORARY MARKET RESEARCH

Despite the common wisdom that consumer behavior and the economy are at least 50 percent determined by “psychology,” there generally exists a considerable lack of consistent psychological concepts.

Most marketing professionals do not have an elaborate and explicit idea of psychology. The “psychological factor” is often equated with a certain vagueness and irrationality of consumer motivations. In this view, a particular behavior that cannot be explained in terms of “normal” or “rational” is attributed to the...

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