ConsumerBehavior

Consumer Behavior: 5 Blog Posts You May Have Missed

We know you’re busy and we want to make your life a little bit easier by launching our weekly list of posts you may have missed. This list will include our favorite links from lesser known blogs that contributed valuable content or insight, based on a specific topic related to psychology, brand personality, and consumer behavior.

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Posted by Angela Bray on Jun 26, 2013

Consumer Behavior Psychology and Marketing Research Methods

Psychometrics

What is psychometrics?

We’re all aware that individuals are unique and not everyone likes the same things. This uniqueness comes directly into play in the field of marketing. Since no two people are identical, marketing is about grouping and targeting. That is, higher levels of marketing success arise if you know who to target and how to target them instead of targeting everyone with a generic message. This necessity for specificity means targeting is essentially an empirical question that requires some form of measurement. Consumer behavior is ultimately a result of psychological processes and thus is an optimal target for measurement. Many people don’t think of individual or group characteristics as quantifiable entities, but they can be. Indeed, once you develop a method of quantification, objective grouping based on numbers becomes much easier and more reliable than subjective grouping based on descriptions of consumer traits. Clearly not all measurement is good measurement, so then the question becomes: “How should this measurement be done?” This is where psychometrics comes in.

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Posted by Madeline Ford on Jun 19, 2013

Nonconscious Motivations Research Traits and Scales Psychology and Marketing Research Methods Data Collection

ConsumerBehavior-1

Consumer Behavior: 5 Posts You May Have Missed

We know you’re busy and we want to make your life a little bit easier by launching our weekly list of posts you may have missed. This list will include our favorite links from lesser known blogs that contributed valuable content or insight, based on a specific topic related to psychology, brand personality, and consumer behavior.


more

Posted by Angela Bray on Jun 14, 2013

Consumer Behavior social media Buying Behavior Psychology and Marketing Research Methods

traitvstype

Psychological Traits vs. Personality Type Theory

In order to successfully sell a product you have to know who to sell it to. Therefore, being able to accurately characterize consumers is a crucial goal of marketing and consumer behavior research. But interest in creating these characterizations exists outside just the marketing world: developing systematic ways of describing people and their personalities has been a goal of psychology from its early days. From the begining,  personality traits and personality types have been understood to serve different purposes in research. Over the years there have been many different theories regarding what personality is, how it arises and how we can categorize it. For example, Sigmund Freud was a proponent of psychodynamic theories, suggesting that personality is influenced by the unconscious and the progression through psychosexual stages, and B.F. Skinner advocated for behavioral theories that view personality as a result of individual interactions with the environment. One important (and ongoing) dichotomy in beliefs in this field is between type theory and trait theory. Like other theories in personality psychology, these two approaches attempt to systematically categorize people, but go about this goal in different ways.

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Posted by Madeline Ford on Jun 12, 2013

personality psychology Traits and Scales Psychology and Marketing Research Methods

PsychOfChoice

Psychology of Choice: How We Assess Risk When Buying Products

I started playing piano in first grade, and when I started, I was obsessed with piano. I loved the new instrument and couldn’t wait to get home from school to tinker with it and practice my newly learned pieces. Eventually, that fervent enthusiasm diminished and my mom struggled to get me to practice. She brought the matter up with my instructor who suggested an interesting solution: if I completed 15 minutes of practice on the pieces I was supposed to be working on, I could then choose to practice any of the songs in the book and show my instructor the following week. I ended up enthusiastically and diligently practicing for those 15 minutes, just so I could play what I wanted after. When I was being forced to practice, I had significantly less enthusiasm than when given the chance to exert my own will and choice. By giving me a choice about my actions, my teacher re-sparked my piano-playing interest. This phenomenon – that when given a choice of doing something, people are more likely to want to do that thing. The Psychology of Choice has important implications for marketing.

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Posted by Madeline Ford on May 22, 2013

segmentation packaging pricing product-market fit target audience Nonconscious Motivations Research Traits and Scales Psychology and Marketing Research Methods

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