Consultation and communications in relation to motivational needs
Motivational values have been used in communications for decades but are rarely utilised in designing consultation. The motivational values described in this report (see section 2) are those identified by American ‘humanistic’ psychologist Abraham Maslow as a ‘hierarchy of needs’ in the 1950s.
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Biography
Chris Rose is a communications and campaigns consultant and Director of Campaign Strategy Ltd. He runs a free campaign planning website and newsletter where you can find numerous papers and reports of research projects conducted with CDSM using values analysis. Formerly he worked for groups such as Greenpeace, FoE and WWF International, and has conducted communications work on topics from fear of crime to climate change and drugs strategy, for clients ranging from the National Trust to UNICEF, Amnesty International and the Home Office. The second edition of his book How To Win Campaigns will be published by Earthscan on 28 September, and he is writing a book on values, The Three Worlds of Prospectors, Settlers and Pioneers.
Articles & Reports
Consultation and communications in relation to motivational needs
I’m afraid it’s a values problem, Minister
Karen Mitchell, Natural England
Quotes from the report
“A general knowledge of Maslow’s three main categories - Security (or Sustenance) Driven, Outer Directed and Inner Directed - has underpinned much advertising strategy in many countries.”
“values differences affect almost any communications activity and planners can therefore benefit from considering how to take account of this in designing communication.”
“The general idea that unconscious ‘reflexive’ thought processes are more significant in leading us to undertake behaviours than conscious iteration of arguments or ‘factual reasoning’ is well accepted in fields such as advertising, design and marketing.”