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Why Scarcity Marketing Doesn’t Work for Every Brand

Psychology provides marketers with a tremendous amount of research and knowledge about effectively engaging customers. In fact, a lot of commonly used marketing techniques are deeply rooted in psychological functions (e.g. social proof, scarcity, anchor pricing etc.) In order to use these techniques most effectively, it’s critical to understand the psychological differences between target audiences. Psychological traits, enduring patterns of behavior, provide the context needed to understand how techniques like scarcity marketing would impact engagement for a particular audience.

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Posted by Emily Dyess on Sep 17, 2014

Psychology and Marketing psychology psychological traits

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Why Personal Values are the Key to a Great Marketing Campaign

In 1997, Steve Jobs explained one of the most important principles of marketing in six words: “To me marketing is about Values.” He goes on to describe how some of the most iconic and successful brands resonate with customer’s personal values. This is a principle worth expanding upon.

We all live by a set of values that are important (or unimportant) to us. Some people value having fun and seeking adventure (Hedonism). Some value having influence and control over subordinates (Power). Still, others value helping people and making the world a better place (Benevolence). Values are beliefs and goals that transcend specific situations to motivate behavior. Understanding what consumers value is important because, much like personality traits and other individual differences, values have demonstrated powerful predictive ability in a number of customer experience and marketing operations. Values have also been shown to predict a variety of specific purchasing behaviors from choosing a new pair of sunglasses to purchasing environmentally friendly or organic products.

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Posted by Carson Sandy on Apr 4, 2014

personality psychology Consumer Behavior Buying Behavior shopping personality values

Traits_vs._Types

Free eBook: Traits vs. Types

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

The Psychology of Internet Trolls

Portrait of a Troll: Q&A with Dr. Erin Buckels

Internet trolls are everywhere, but what is it that makes them tick? From the pesky people starting a full blown battle on your blog posts to the naive friends who “feed the trolls” in a comment thread, there’s no denying trolls are a vibrant part of most internet communities.  Until now, little formal research has been conducted to understand what motivates people to engage in this type of behavior. An aptly named new study, “Trolls just want to have fun,” explores the personality traits of an Internet troll. Dr. Erin Buckels and her colleagues examined the specific relationship between personality traits and various online commenting behaviors (e.g., chatting, debating, trolling).

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Posted by Carson Sandy on Feb 12, 2014

personality psychology Buying Behavior psychology motivations personality personality traits

jaguarsuperbowl

Why marketers advertise to consumers who can’t afford their product

Advertising dollars are spent to reach potential consumers and inform them about a product, and perhaps the single largest American venue to do this is the Super Bowl. Companies that buy ad time during the Super Bowl have the potential to extend the reach of their ad if it makes a splash and gets talked about in the follow-up news cycle, so it’s no wonder so many companies are willing to pay top dollar for Super Bowl ads. However, it would seem this money would only be well spent if the Super Bowl audience included a large proportion of potential consumers for a given product; otherwise, how would such a massive expense pay off?

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Posted by Kyle Thomas on Jan 31, 2014

Consumer Behavior product products Psychology and Marketing Advertising and Psychology psychology marketing

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