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The Unspoken Truth

The study of words. The science of response.

Kyle Thomas

VP of Research, MotiveMetrics
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Recent Posts

jaguarsuperbowl

Why marketers advertise to consumers who can’t afford their product

Advertising dollars are spent to reach potential consumers and inform them about a product, and perhaps the single largest American venue to do this is the Super Bowl. Companies that buy ad time during the Super Bowl have the potential to extend the reach of their ad if it makes a splash and gets talked about in the follow-up news cycle, so it’s no wonder so many companies are willing to pay top dollar for Super Bowl ads. However, it would seem this money would only be well spent if the Super Bowl audience included a large proportion of potential consumers for a given product; otherwise, how would such a massive expense pay off?

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Posted by Kyle Thomas on Jan 31, 2014

Consumer Behavior product products Psychology and Marketing Advertising and Psychology psychology marketing

BuyingDecisions

How Psychological Traits Drive Buying Decisions

In last week’s blog post, I argued that personality traits can be conceived of as “chronic motivations”, and that such a conceptualization shows how they can be used to uncover the true motivations behind consumer behavior. This week I’m going to expand upon this theme by arguing that there are, at least, two general pathways for such motivations to be realized, and make some suggestions on how to tell the two apart.

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Posted by Kyle Thomas on Mar 19, 2013

Consumer Behavior Nonconscious Motivations Research Traits and Scales Psychology and Marketing Motivation Surveys Research Methods

PersonalityTraits

Personality Traits as Chronic Motivations Get Around the Confabulator

The object of study of personality psychology is primarily traits--patterns of emotional, attitudinal, and behavioral differences that tend to be stable over the lifespan and across situations, and that differ between individuals. One can conceptualize personality traits as chronic motivations, motivations that a person tends to have across their lifespan and across different situations. Conceptualizing personality traits as chronic motivations offers a novel way to study consumer decision-making and behavior.

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Posted by Kyle Thomas on Mar 12, 2013

personality psychology Consumer Behavior Confabulator Nonconscious Motivations Research Traits and Scales Brand Personality Research Methods

OnlineSurveys

How to Create Online Surveys That Yield More Accurate Results

After spending years in psychology research, I understand better than anyone that scales can be really boring, but more importantly, that it doesn’t have to be that way.

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Posted by Kyle Thomas on Nov 29, 2012

personality psychology quizzes Traits and Scales Psychology and Marketing Motivation Surveys Research Methods

ChasingGhosts

Chasing Ghosts: How Personality Survey Scales Can Help in Building Targeted Campaigns

My stats guru and co-advisor, Jim Sidanius, used to tell me that measuring personality traits is like chasing ghosts. While Ghost Hunters is great for entertainment, over the last 75 years researchers and statisticians have developed robust methods to measure traits through survey scales to make this goal more attainable. 

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Posted by Kyle Thomas on Nov 16, 2012

personality psychology Consumer Behavior quizzes Traits and Scales Psychology and Marketing Motivation Surveys

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