Morphological psychology claims to be one of the most recent full psychology theories. It has been developed in the 1960s by Professor Wilhelm Salber at the University of Cologne, Germany. In his understanding, morphology is the science of the structure of living things. "Morphing" describes the seamless transition from one state or appearance into another. Like the morphing technique used in films, morphological psychology studies the structures of our psyche and aims to understand the transitions, the metamorphosis of our mind. Morphological psychology recognizes that our mind is in a constant state of flux, being shaped and shaping at the same time. It is a psychological theory that considers our mental workings as a dynamic system. Morphology asserts that we are in a constant state of change throughout our life. In every millisecond we experience entire psychological worlds. The only constant in life is change, and Salber has taken this principle to morphological psychology. Motivations Morphological psychology identifies six motivations (Kerngestalten) which provide a natural framework for the mind, and defines their relationship to each other to explain the mind's holistic workings. It is within these six motivations that we literally "make up our mind". Each of these motivations is a gestalt in itself that influences the whole. Salber calls these the Wirkungseinheiten or "impact units". According to morphological thinking, it is these Gestalten that are the rich building material for our mind's mental productions. The entire motivational framework can be visualised in a hexagon shape to allow analysis and understanding of how each of the six motivations influence and often battle each other. The six motivations can also be viewed as three interrelated pairs: Acquisition and Transformation Impact and Structure Expansion and Resources Because of its emphasis on psychological "tensions", morphology is also often called the "psychology of force interplay" (Psychologie des Kraftspiels). History As with other new psychological theories, morphology has taken some time to be developed and accepted outside of Germany. Over the last 40 years morphological psychology has entered various applications of psychology including psychoanalysis and therapy, workplace and HR and marketing (Gesellschaft fuer Morphologische Psychologie). However, since the turn of this century, the theory of morphological psychology has found greater international acceptance through the use of its principles in market research and marketing strategy. Morphological psychology increases the effectiveness of research and marketing strategy because of its understanding of human behaviour. When Professor Salber, a