Description: 3m Model of Motivation and Personality : Theory and Empirical Applications to Consumer Behavior, Hardcover by Mowen, John C., ISBN 0792385438, ISBN-13 9780792385431, Brand New, Free shipping in the US Integrating control theory, evolutionary psychology, and a hierarchical approach to personality, this book presents a new approach to motivation, personality, and consumer behavior called 3M meta-theoretic model of motivation and personality. This theory accounts for how personality traits interact with the situation to influence consumer attitudes and actions. Mowen (Oklahoma State University) proposes that multiple personality traits combine to form a motivational network that acts to influence behavior, and argues that in order to understand the causes of enduring behavioral tendencies, one must identify the more abstract traits underlying surface behaviors. The four types of traits he identifies are elemental, compound, situational and surface. Th also shows how to employ the 3M model to segment the marketplace, provide psychographic inventories, position brands, create promotional themes, and develop brand personalities. Annotation c. Book News, Inc., Portland, OR ()
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Book Title: 3m Model of Motivation and Personality : Theory and Empirical App
Author: Mowen, John C.
Language: English
