Psychology Data and Research

Writings, findings, and breakthroughs in understanding people.

Psychology Data and Research

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values-blogpost

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

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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

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Press Release: Personalize Customer Interactions with TipTap Lab’s Psychology API 

Cambridge, MA-- Today, TipTap Lab announced the release of the Psychology API, a data collection platform allowing developers to capture and measure psych data to personalize customer interactions. TipTap Lab’s Psychology API is the industry's first API to collect a complete psychological profile of customers by directly capturing and measuring personality traits, values, expertise, tastes, and preferences. Organizations can now better personalize user experiences while addressing privacy concerns associated with behavioral tracking.

“We have proven psych data can be leveraged and applied to improve key personalization measurements such as user engagement and conversion rates,” said Dan Cudgma, President and Co-founder of TipTap Lab. “Consumers are now demanding meaningful, long-lasting personalized customer experiences. Incorporating psychology into technology is the best way to deliver upon those expectations.”

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Posted by Emily Dyess on Feb 5, 2014

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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