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Implicit vs Explicit

What is Priming? A Psychological Look at Priming & Consumer Behavior

What is Priming? A Psychological Look at Priming & Consumer Behavior

As you’ve probably realized, various tenets of psychology are crucial to effective marketing. After all, psychology is about understanding human behavior and marketing is about applying that knowledge. There are many factors that influence this behavior, and while at least part of the human decision-making process is conscious, many of these factors influence behavior at a nonconscious level. As we have discussed previously on this blog, personality traits can serve as nonconscious motivations of behavior. In this post, I will introduce the psychological concept of priming, which can also have not-so-subtle influences on human behavior.

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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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