RT Journal Article SR Electronic T1 The Morphological Approach for Unconscious Consumer Motivation Research JF Journal of Advertising Research JO J Advert Res FD WARC SP 210 OP 224 DO 10.1017/S0021849904040152 VO 44 IS 2 A1 Dirk Ziems YR 2004 UL http://www.journalofadvertisingresearch.com/content/44/2/210.abstract AB 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.’