œ Validity

A major benefit of Consumer Psychology is that it overcomes systematic bias and other barriers to accurate research.

• Respondent bias - Consumer Psychology negates incorrect self-report of attitudes / behavior as well as responses designed to project a desirable self-image.

• Inaccuracy of respondent reports - Research participants frequently ‘tell more than they know’ by giving answers to specific questions whether or not they have the information.  Clinical interview techniques used in Consumer Psychology elicit accurate information.

• Research instrument bias - Consumer Psychology evaluates what is ‘important’ to the respondent, discovering the powerful, personal factors that consumers use to shape their preferences and form their decisions. 

œ Emotional Imperative

Our methodology identifies emotions, which are vital to understanding consumer perceptions.  Attitudes and behavior are largely determined by emotion.  Researchers have found that decisions made solely on the basis of rational thinking are exceptions rather than the rule.   Neuroscientists tell us that emotions dominate our brain’s processes.  

œ Predictive Power

Consumers don't have a simple Pavlovian response to concepts, products or content of messages; they make judgments about those elements, interpreting how they fit into their lives.  

When we know the judgments and decision-making process that customers and prospects use for a product and its category, we can predict their behavior.  This predictive capability gives marketers the power they need to achieve greater success.