The Psychology of Music: Why Music Plays a Big Role in What You Buy

Research suggests there seems to be three qualities of music that can influence buying behavior in a retail environment: tempo, volume and genre. The individual effects we will see in each of these can be explained by Mehrabian and Russell’s model of pleasure-arousal-dominance (PAD). At its most basic level, this model posits that an environment can alter an individual’s mood and therefore behavior by altering levels of pleasure, arousal and/or dominance through different channels. We will use this framework to explain how music impacts buying behavior in a store environment.


Posted by Madeline Ford on Jul 15, 2013

Consumer Behavior pricing Consumer Profiling Psychology and Marketing Research Methods Purchasing Behavior



3 Ways to Optimize Product Pricing with Psychology


Have you ever wondered how companies and retailers set their prices? If you’ve ever taken an economics class, your go-to answer is probably something about supply-and-demand, right? While these laws certainly have a large influence over pricing, another realm of study does as well: psychology. In this blog post, I'll introduce how to optimize product pricing with Psychology with three case studies.   


Posted by Madeline Ford on Jun 25, 2013

Consumer Behavior product pricing product-market fit products Customer Segmentation Psychology and Marketing Purchasing Behavior


Psych4Marketers: 3 Techniques to Better Understand Consumer Behavior

The realm of marketing is, at the most basic level, about figuring people out. Doing so certainly involves understanding and analyzing individual differences between consumers (a topic we have focused on before), but marketing and advertising has deep roots in capitalizing on some predictable facets of consumer behavior. Here, we will look at three of these “tried and true” techniques from the perspective of psychology to better understand the rationale behind them.


Posted by Madeline Ford on Jun 5, 2013

Consumer Behavior pricing Buying Behavior Psychology and Marketing Advertising and Psychology Purchasing Behavior


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.


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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