Approach
Between eclecticism and reductionism
Seduction by reductionism
Avoiding dangerous "explanatory traps"
Multidimensionality as a guiding principle
The multidimensional perspective enables a holistic approach
First core component: creativity
Second core component: multiperspectivity
The great relevance of the unconscious and the emotions
Emotion and cognition are no contradictions
Psychological motives as an overall explanatory and analytical model
Three motivational clusters: activation, dominance, structuring
Deep Brain Approach: paving the way for innovative and unusual strategic methods

Three overall motivational clusters: activation, dominance, structuring

An analysis of human perceptions and behaviour should also, as we have already indicated, include an analysis of fundamental motives. We can basically distinguish between three major motivational clusters (activation, dominance and structuring), to each of which a whole number of motives can be attributed, with varying emphasis.

Activation
Curiosity, romance, physical activity, idealism

Dominance
Power, independence, recognition, status, vengeance, honor

Structuring
Saving / collecting / order, social contact, tranquility, family, aesthetics

Apart from taking account of emotional and unconscious processes, the Deep Brain Approach also distinguishes itself by the particular significance it attaches to motivation and motives in analysing strategic issues.
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