The 3M Model of Motivation and Personality:
Theory and Empirical Applications to Consumer Behavior

By integrating the work of selected past and current theorists into a comprehensible whole, the 3M model provides coherence in a field currently dominated by conflicting ideas, theories, and approaches. The book provides evidence that by understanding the individual dispositions that underlie consumer behavior, public policy officials and marketing specialists can develop better communication programs to influence and persuade their target audiences. The book shows how to employ the 3M model to segment the marketplace, provide psychographic inventories, position brands, create promotional themes, and develop brand personalities.

List of Figures. List of Tables. Preface. Part I: The
Development of the Theory. 1. The 3M: A Meta-Theoretic
Model of Motivation and Personality. 2. Theoretical Development
of the 3M. Part II: The Elemental Traits. 3. Developing
the Measures of the Eight Elemental Traits. Part III:
Investigating Compound Traits. 4. Task Orientation.
5. The Need for Learning. 6. Competitiveness. 7. The
Need for Activity. 8. The Need for Play. 9. General
Self-Efficacy and the Discriminant Validity of the Six Compound
Traits. Part IV: From Situational to Surface Traits.
10. From Health Motivation to Healthy Diet Lifestyle. 11.
From Impulsiveness to Compulsive Consumption. 12. From Value
Consciousness to Bargaining Proneness. 13. From Sports Interest
to Sports Participation. 14. From Frugality to Modest Living.
Part V: Additional Investigations Into the Hierarchical
Model. 15. What is an Extrovert? They are More Than They
Seem! 16. From Chick-Flicks to Guy-Flicks to Sci-Fi Junkies:
Traits of Movie Hounds. 17. The 3M and Developing Marketing
Communications: An Empirical Study. 18. Hard Questions and
Tentative Answers About the 3M. Appendices. References.