Blog

Posts about:

Research Methods

How the Weather Impacts Your Work Habits and Buying Behavior


We all know the weather outside can tremendously impact our daily outlook on life, but what role does it play in our buying behavior and work habits? We associate sunshine with happiness and stormy weather with bad moods and misfortune. Indeed, there is no dearth of research supporting the fact that the forecast can significantly influence individuals’ mood and temperament. For example, increased sunshine is associated with better moods and an increased willingness to help others, and there is a mood disorder -- Seasonal Affective Disorder (SAD) -- characterized by depressive symptoms brought on by the winter months. It’s pretty much common sense in today’s day and age that nice weather makes us happy, but can it actually affect our daily behavior? The answer, it turns out, is yes, and researchers are working to figure out exactly how and why.

Read More

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

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.

Read More

What is 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.

Read More

Psychological Traits vs. Personality Type Theory


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.

Read More

How Psychological Traits Drive Buying Decisions

How Psychological Traits Drive Buying Decisions

In last week’s blog post, I argued that personality traits can be conceived of as “chronic motivations”, and that such a conceptualization shows how they can be used to uncover the true motivations behind consumer behavior. This week I’m going to expand upon this theme by arguing that there are, at least, two general pathways for such motivations to be realized, and make some suggestions on how to tell the two apart.

Read More

Personality Traits as Chronic Motivations Get Around the Confabulator

Personality Traits as Chronic Motivations Get Around the Confabulator

The object of study of personality psychology is primarily traits--patterns of emotional, attitudinal, and behavioral differences that tend to be stable over the lifespan and across situations, and that differ between individuals. One can conceptualize personality traits as chronic motivations, motivations that a person tends to have across their lifespan and across different situations. Conceptualizing personality traits as chronic motivations offers a novel way to study consumer decision-making and behavior.

Read More

The Subjectivity of Focus Groups and Ink Blot Tests


The Subjectivity of Focus Groups and Ink Blot Tests

Companies need to understand how people see their products and what they want, so asking customers about this in a focus group seems like a great idea. Focus groups can provide a valuable form of qualitative research, giving companies insight into consumers’ beliefs, desires, and attitudes surrounding a product. However, while focus groups can provide some insight, the history of projective tests (aka ink blot tests) in psychology offer a cautionary tale on solely relying on this kind of self-reported qualitative data.

Beginning in the early 20th century psychologists and psychiatrists developed projective tests to diagnose mental disorders and gain access to patients’ unconscious beliefs and desires. These tests, based on Freud’s theory of projection, were thought to allow unconscious beliefs and desires to surface through their open-ended structure, which was believed to be less threatening to people. In a projective test, someone is shown a set of ambiguous or abstract images that can be interpreted in many ways (the most famous example is the Rorschach ink blots, commonly portrayed in psychological examinations in movies), and they are asked to talk about what they see and what the images make them think of. It was believed that people will project their subconscious thoughts (desires, beliefs, etc.) onto the image, thereby revealing hidden parts of their personality that could then be analyzed and interpreted by the psychiatrist administering the test.

Read More