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


Effective Advertising: Did "God Made a Farmer" Alienate or Resonate?

As a marketer, watching the Superbowl has always been about the advertisements. After working at TipTap Lab, I’ve started watching ads in a whole new way. While the shock or comedic value are always entertaining, this year I wanted to try to understand which ad would stand the test of time in order to have a truly valuable ROl. While it's far too early to make that call, “God Made A Farmer” demonstrated a clear understanding of the psychology behind the emotional evaluation process and used this valuable tool to target customer segments and draw on consumers’ true motivations to connect with their audience. Here are a few examples of how Dodge Ram created success this year. 


Posted by Emily Dyess on Feb 5, 2013

product Customer Segmentation target audience Nonconscious Motivations Research Psychology and Marketing Advertising and Psychology Brand Personality Research Methods

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