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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

The Psychology of Internet Trolls

Portrait of a Troll: Q&A with Dr. Erin Buckels

Internet trolls are everywhere, but what is it that makes them tick? From the pesky people starting a full blown battle on your blog posts to the naive friends who “feed the trolls” in a comment thread, there’s no denying trolls are a vibrant part of most internet communities.  Until now, little formal research has been conducted to understand what motivates people to engage in this type of behavior. An aptly named new study, “Trolls just want to have fun,” explores the personality traits of an Internet troll. Dr. Erin Buckels and her colleagues examined the specific relationship between personality traits and various online commenting behaviors (e.g., chatting, debating, trolling).

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Posted by Carson Sandy on Feb 12, 2014

personality psychology Buying Behavior psychology motivations personality personality traits

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