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Empower Your Instinct

Psychology Insight for Marketers

   
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In the debate of Trait theory vs. Type theory, most psychologists agree traits are a more accurate way of understanding people. That is, traits are an easily measured and quantifiable way to account for someone's basic personality characteristics, which are now being used to predict consumer behavior.

 
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Posted by Angela Bray on Feb 17, 2014

personality psychology psychology traits psychological traits personality traits

Psychology of Movies

Infographic: The Psychology of Movie Tastes and Preferences

According to a recent article in the Journal of Personality, Listening, Watching and Reading, Americans devote over 38 hours per week, or 55% of the time they are awake, to watching TV and movies. Both film buffs and occasional viewers can agree that movies are a huge part of peoples’ everyday lives. This leaves the unanswered question of “what are we going to watch?” on many viewers' minds. Often, the age old debate of chick-flick or action-thriller immediately arises and a couple or group of people are suddenly divided. So, what causes this division? Recent studies have confirmed psychological traits are linked to individual characteristics, values and preferences. At TipTap Lab, we wanted to understand how psychological traits were predictive of the types of movies individuals watch, and how this can be used to better predict movie-going behavior.

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Posted by Emily Dyess on Dec 11, 2013

personality psychology psychology traits

likertvsist

Not All Scales Are Created Equal:
Constructing Scales that Collect Predictive Data

When developing tools for online market research, there are three main objectives: create scales that are rigorous and robust, meet academic and research standards, and make these tools something that will be engaging and effective on the Internet. Here at TipTap Lab, we found this process to be easier said than done in many ways. We spent three years conducting exploratory research and testing and confirming validity in order to create a tool that provided a better understanding of people. 

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Posted by Kieffer Thomas on Oct 22, 2013

personality psychology Traits and Scales psychology Trait Data Inside TipTap Lab psychometrics image selection task traits Data Collection

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