Consumer Psychology

Consumer Psychology – We like to think we’re rational most of the time and cognizant of what drives us. That we’re not, at least some of the time, requires research methods capable of going beyond face value.


CONSUMER NUANCES
Delving Inside The Consumer’s Mind
Takeout: Understand and tap consumer sub-conscious nuances by listening and observing.
Source: WOBI


CONTEXTUAL CONSIDERATION
Context Is The Key To Research
Takeout: Carefully consider the context in which research is conducted when interpreting results.
Source: GreenBook

VISUAL IMPACT
Eye-Tracking Study: How To Beat Display Ad Blindness
Takeout: Evaluate design and visual impact of stimuli with eye tracking.
Source: MarketingProfs

FACIAL LANGUAGE
Startup Gets Computers To Read Faces, Seeks Purpose Beyond Ads
Takeout: Tap body language with facial coding to better understand consumer emotions without intrusive hardware.
Source: MIT Technology Review

UNIQUE RELEVANCE
Marketing’s Mission: Make It Meaningfully Different
Takeout: Understand what’s relevant to consumers and unique from competition to drive your marketing strategy.
Source: Harvard Business Review

MOVING TARGETS
Customer Centricity
Takeout: View customer centricity as a moving target.
Source: MIT Technology Review

BALANCED EXPECTATIONS
Neuroscience In Practice
Takeout: Take a balanced view of neuroscience research applications and complexities to set realistic expectations and get the most out of related project work.
Source: Warc

EMOTIONS UNCOVERED
How Emotions Influence What We Buy
Takeout: Uncover emotions to better understand the true reasons why we make the decisions we do.
Source: Psychology Today

BEHAVIOR IDENTIFICATION
Best Behaviour
Takeout: Identify what drives consumer behavior to influence decisions.
Source: The Marketer

BEHAVIORAL DESIGN
What Behavioral Economics Can Teach Market Research
Takeout: Incorporate Behavioral Economics into market research design and interpretation to account for consumer behavior that might go against common logic.
Source: Academia.edu

UNFORESEEN CAVEATS
Implicit Association Test Flawed
Takeout: Anticipate that new, breakthrough research methodologies may entail unforeseen caveats later to be revealed.
Source: Carnegie Mellon Tepper School Of Business

CREDENTIALS EXAMINED
36 Questions To Help Commission Neuroscience Research

Takeout: Careful examine the credentials of neuroscience solutions and providers when considering use.
Source: ESOMAR

SUBCONSCIOUS DESIRABILITY
What Neuroscience Tells Us About Consumer Desire
Takeout: Understand subconscious desirability to explore the potential future popularity of a product or experience.
Source: Harvard Business School

EMOTIONAL PRIMING
Application Of Frontal EEG Asymmetry To Advertising Research
Takeout: Improve marketing communications by better understanding consumers’ unarticulated emotions and potential priming effects on informational content.
Source: Walnut Group

TRADITIONS CHALLENGED
Why Advertising Needs Behavioral Economics
Takeout: Challenge traditional theory and seek to understand actual human behavior.
Source: American Association Of Advertising Agencies

RATIONALITY REVISITED
Behavioral Economics: A Primer
Takeout: Consider revisiting traditional economic theory about rationality to better understand consumer motivations.
Source: London School Of Economics And Political Science

Disclaimer: This page contains links to resources publically available on the web. Key takeouts and implicit trends have been added to reinforce content themes and have not been endorsed by link sources or originating authors.