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Brand Personality

Personality Traits as Chronic Motivations Get Around the Confabulator

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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Brand Affinity and Beer: Identifying with your Customers


Brand Affinity and Beer: Identifying with your Customers

Marketers are tasked with capturing the hearts of consumers in order to create loyal customers. One effective way to do this is leveraging brand affinity through self-identification, in other words, identifying your brand with qualities your current and potential customers strongly relate to. This method can be extremely powerful as long as brands are able to accurately idenfity with their customers. 

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Why Personality Matters for Marketers

Why Personality Matters for Marketers 

“The key traits that we strive to display [through consumerism] are the stable traits that differ most between individuals and that most strongly predict our social abilities and preferences...displaying such traits is the key ‘latent motive’ that marketers strive to comprehend,” TipTap advisor Geoffrey Miller, Spent, p.15.

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The Confabulator: What it is and Why CMOs Should Care

The Confabulator: What it is and Why CMOs Should Care

According to CASRO, $8.6 billion are spent each year in the United States on consumer marketing research using online or phone-based surveys that rely on explicit reports (what people say they want). One of many challenges marketers face in this area is understanding what people are truly interested in, parsing through the noise of what people say they want and getting at the signal of what people actually want. Years of psychological research provide insight into why these explicit reports tap into only a small percentage of what goes into a consumer's decision-making process.

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