Dr. David Forbes is the author of The Science of Why . This book distills the scholarship on motivation to create a simple, matrix model that can help marketers to understand the emotional forces that drive consumers in their product categories, and harvest these forces to create compelling motivational marketing strategies that will win in the marketplace.

Dr. David Forbes holds a M.Ed. in Human Development from Harvard University, and a Ph.D. in Clinical and Cognitive Psychology from Clark University. Since 1985, Dr. Forbes has guided the Forbes Consulting Group in delivering psychological consumer insight and strategic business planning to Fortune 1000 corporations worldwide.

Dr. Forbes' is the creator of the MindSight® emotional assessment technology, an applied neuropsychological method for understanding emotions that can be deployed on mobile communication platforms to learn about emotions in the moment – at critical points in the lifestyle. Dr. Forbes is also the author of an article aimed at unifying motivational theory, published in Review of General Psychology. Dr. Forbes was awarded the Great Mind certificate from the ARF and the Brand Leadership Award from World Brand Congress. In addition, his membership on the Rutgers Advisory Board is helping to establish the Marketing and MR curriculum for the university.