"Motigraphics, the measurement of motives, is the natural complement to demographics and psychographics. Demographies and psychographics tell us the what, when, where, and how of consumer behavior. Motigraphics tells us the why. This is an important tool because it is the strength of a motivation that allows market researchers to determine how much equity a brand might have. It allows them to describe customer loyalty in terms of a quantitative motivational profile and scale. Not only does Maddock show how to measure motives but he also helps marketing and advertising professionals assess the amount of emotion involved in a product or service. For psychologists, marketers, and advertising and sales professionals."--BOOK JACKET.