The Morphological Approach for Unconscious Consumer Motivation Research

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.'