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...

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