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Urge: Why You Really Want What You Want (And How To Make Everyone Want What You've Got), by James A. Mourey
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People do weird things...For example, why do people flock to a sale if they can “buy two shirts and get a third shirt half off” but not when they can “spend $25 on three shirts instead of $30?” Why do people trust a drug named Levitra, but not one called Vardenafil (…despite the fact that both are the exact same drug)? Why does a product selling for $50.00 seem so much more expensive than a similar one selling for $49.99? In Urge, Dr. James Mourey addresses these questions and more. Mourey begins with two admissions: 1) he likes to judge people, and 2) people-watching is his favorite pastime (but not in like a creepy, voyeuristic sort of way). Consumers, it turns out, are fun to watch not just because of the crazy, seemingly irrational things they do, but also because of astonishingly efficient and automatic choices they make on a day-to-day basis. Known for his energetic, engaging presentation style, Mourey takes the reader on an educational, applicable, and strangely funny voyage that covers both the principles of marketing as well as the ins and outs of Consumer Behavior. Divided into three parts – the Self, the Situation, and the Solution – Urge teaches readers how an individual’s perceptions, thoughts, emotions, attitudes, and personality interact with their culture, context, situation, and social relationships to affect how consumers value consumer products and services and ultimately make decisions. The book also details The URG3S Model of Consumer Behavior, a comprehensive, easy-to-use, and effective approach for anyone in the business of marketing, which, let’s face it, is all of us.
- Sales Rank: #218623 in Books
- Published on: 2013-08-20
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .74" w x 6.00" l, .96 pounds
- Binding: Paperback
- 296 pages
About the Author
James A. Mourey, Ph.D., is an Assistant Professor of Marketing at DePaul University in Chicago, Illinois. A former marketing and management account executive and research think-tank director turned professor, consultant, public speaker, and psychic to the stars, Dr. Mourey has long-specialized in bridging the gap between marketing science and marketing practice (at his ripe old age of 30). He began his marketing career as a toddler when, emulating his Saturday Night Live favorites by writing and performing comedy sketches, he realized the importance of having a deep understanding of an audience’s needs and providing a product that could deliver on those needs. He later went on to work on accounts ranging from Tiffany & Co. to the Ritz-Carlton, Thomson Reuters to Aon, and he currently consults and participates in speaking engagements across the U.S. Most of the time, Dr. Mourey can be found toiling away in his Modern Marketing research lab or teaching the future leaders of tomorrow, which he believes is the best, most rewarding job in the world.
Most helpful customer reviews
4 of 4 people found the following review helpful.
The "Solution" is this book!
By Nadeya Hassan
After reading this book, I have the "urge" to never want to put it down. The front of my book literally has the front page torn off and is deteriorating because of how much I carried it around with me.
If I could rate this book 6 stars, I would because it really makes you THINK. From brushing your teeth in the morning to watching tv late at night, after reading this book you'll ask yourself, "Why did I choose Crest over Colgate" or "Why are mattress commercials being played around 9:00pm (Thanks to learning about circadian rhythm, I learned its when melatonin secretion starts ;) )?" It is clear that Dr. Mourey has the knowledge and the ability to make lasting impressions on your way of thinking through his explanations of psychology in marketing. Another thing about "URGE" is that not only is Dr. Mourey a genius, but he is absolutely hilarious in this book. I found it to be a great read to get through the miserable CTA rides in Chicago, even though I got caught creepily smiling to myself...awkward.
Marketing is not "just selling things", and for those of you who disagree, Dr. Mourey will definitely prove you otherwise.
3 of 3 people found the following review helpful.
"it is highly relevant for anyone that spends money"
By Kyle T.
Dr. Mourey went above and beyond in the creation of a perfect example of what a textbook should be: informational and engaging writing that blurs the line between education and entertainment. This book should not be limited to those studying marketing in school; it is highly relevant for anyone that spends money (AKA, literally everybody old enough to read this). You will find the ideas presented and detailed in this book are already vital parts of your consumer behavior. The more aware and informed you are of what influences your decision-making process, the better prepared you are to handle the world. There is something to be learned by everyone in this book; Dr. Mourey will help improve your consumer behavior.
2 of 2 people found the following review helpful.
The Best Marketing Book Ever
By Susan K. Rusen
If you enjoy interesting stories, funny jokes, and "Ohmygosh that is so true!" life examples all while learning, then this is the book for you. URGE chronicles the minds and actions of real-life producers and consumers and how marketing and self, situational, and solution factors play a large role during the creating, selling, and purchasing processes. Part-textbook, part-comedy, URGE teaches the reader the internal and external happenings that surround us on a daily basis and how they affect the way we make decisions.
Written by DePaul University Marketing professor James A. Mourey, URGE provides a variety of examples of existing products, services, and companies using different ideas, promotions, and strategies to win the hearts of consumers everywhere and to come out on top above everyone else. Separated into three major parts--the Self, the Situation, and the Solution--the book details various factors as to why and how the ordinary consumer learns about a product and how their lifestyles and surrounding environments affect their decisions. Marketing concepts are described in a clear manner recognizable to the reader and application questions are listed at the end of each chapter for further purposes. Mourey's writing style makes URGE an enjoyable read as well as an understandable source of information for all audience members, whether they are students at the college level or adults touching up on their marketing skills.
URGE is highly recommended for those pursuing a career in marketing or to just those who have a strong devotion towards candy, Disney World, and SkyMall magazine. The question of "Why do we do the things we do?" has never been answered in such an eloquent and detailed way as it is now.
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