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The Unspoken Truth

The study of words. The science of response.

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

Spent

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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Posted by Chris Kleinhen on Nov 27, 2012

personality psychology Consumer Behavior quizzes Confabulator Traits and Scales Psychology and Marketing Implicit vs Explicit Brand Personality Research Methods

Confabulator

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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Posted by Chris Kleinhen on Nov 16, 2012

personality psychology Confabulator Traits and Scales Psychology and Marketing Implicit vs Explicit Brand Personality Research Methods

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