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The Unspoken Truth

The study of words. The science of response.

values-blogpost

Why Personal Values are the Key to a Great Marketing Campaign

In 1997, Steve Jobs explained one of the most important principles of marketing in six words: “To me marketing is about Values.” He goes on to describe how some of the most iconic and successful brands resonate with customer’s personal values. This is a principle worth expanding upon.

We all live by a set of values that are important (or unimportant) to us. Some people value having fun and seeking adventure (Hedonism). Some value having influence and control over subordinates (Power). Still, others value helping people and making the world a better place (Benevolence). Values are beliefs and goals that transcend specific situations to motivate behavior. Understanding what consumers value is important because, much like personality traits and other individual differences, values have demonstrated powerful predictive ability in a number of customer experience and marketing operations. Values have also been shown to predict a variety of specific purchasing behaviors from choosing a new pair of sunglasses to purchasing environmentally friendly or organic products.

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Posted by Carson Sandy on Apr 4, 2014

personality psychology Consumer Behavior Buying Behavior shopping personality values

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

Gift_Cards

Are Gift Cards Impersonal or Appreciated?

For many, the holidays are synonymous with stress. Shopping for anyone - parents and siblings, or spouses or friends, co-workers, and other relatives - can be stressful whether it be because of time limitations or budget. The overwhelming fear of buying the wrong gift for loved ones consumes many, resulting in gift cards, cash, or other tokens viewed by some as impersonal.

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Posted by Angela Bray on Dec 10, 2013

Consumer Behavior Buying Behavior psychology shopping holiday gifts

Podcast

6 Consumer Behavior and Psychology Podcasts Worth Listening To

Print and online articles are great, as are blog posts, but we don't always have time to read thoroughly without being tempted to skim. Podcasts, on the other hand, can serve as your background music whather you're working at your computer or plugged into an iPod on the go. We usually post link summaries of recommended blog posts covering topic like consumer behavior and psychology, but this time, we looked for a handful relevant podcasts and chose the best description line for each. Some are ongoing episodes and some are one-time chapters, but each discusses different things within the two topics.

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Posted by Angela Bray on Sep 17, 2013

Consumer Behavior

Weather

How the Weather Impacts Your Work Habits and Buying Behavior

We all know the weather outside can tremendously impact our daily outlook on life, but what role does it play in our buying behavior and work habits? We associate sunshine with happiness and stormy weather with bad moods and misfortune. Indeed, there is no dearth of research supporting the fact that the forecast can significantly influence individuals’ mood and temperament. For example, increased sunshine is associated with better moods and an increased willingness to help others, and there is a mood disorder -- Seasonal Affective Disorder (SAD) -- characterized by depressive symptoms brought on by the winter months. It’s pretty much common sense in today’s day and age that nice weather makes us happy, but can it actually affect our daily behavior? The answer, it turns out, is yes, and researchers are working to figure out exactly how and why.

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Posted by Madeline Ford on Aug 26, 2013

personality psychology Consumer Behavior Consumer Profiling Buying Behavior Nonconscious Motivations Research Traits and Scales Research Methods Purchasing Behavior

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