Peter Noel Murray, Ph.D. + Partners
Consumer Psychology Insights
Home | Philosophy | Methodology | Social Media | Insights | Clients | About | Publications | Contact

Consumer Psychology Insights

Following are brief summaries of Social Psychology research studies.  There are not studies we have conducted – but come from the vast literature of psychological research.  They demonstrate the marketing insights that can be discovered through Consumer Psychology.

 

Power of Brand Personality

 

£ A research study tested the marketing power of brand personality by creating two descriptions for the same products, each projecting different personalities.  By prescreening respondents, the study was able to expose subjects to product choices with matched and mismatched personalities.  Respondents who were offered products with similar personalities not only purchased more frequently, they were willing to pay more. 

 

£ Creating and communicating the right brand personality can determine product success.  In Germany, BMW had to recall and replace its on-board navigation system because many drivers resisted taking directions from the system’s voice, which did not fit BMW’s brand personality.

 

£ The power of similarity has a deep, unconscious influence on consumer behavior.  This was demonstrated dramatically in one study that was designed to let respondents find a lost wallet.  When the name inside the wallet was similar to the respondent’s name, it was returned to lost-and-found significantly more frequently than when name was dissimilar.

 

 

Brands Must Know Their ‘Words-That-Work’

 

£ Whether in advertising or social media conversation, the words used must engage the minds of consumers.  This requires an in-depth understanding the brand’s personality. Humans are wired to the fact that when we know a few personality traits of someone, we also know a lot more about them.  When we see that a person is aggressive we also expect them to be assertive, forceful, independent, and competitive.  The same is true for perceived personalities of brands.  For example, a brand that is perceived to be wholesome also will be seen as sincere, down-to-earth and honest. Communication is far more effective when the words used consistently reinforce the depth and breadth of a brand’s personality.

 

£ The selection of words used in brand communication has a deeper psychological impact on the consumer than most marketers imagine.  A dramatic example of the psychological power of words is a study conducted by psychologists at NYU.  They exposed students to words related to stereotypes of elderly people, such as ‘old,’ ‘wrinkles’ and ‘retirement.’ They then measured the speed at which the students walked out of the room and down a hallway; and compared that data with students who were not exposed to the words.  Students who were exposed to the stereotyped ‘old’ words walked significantly more slowly


 

Brand Narrative Is Key to Effective Conversation Strategies

 

£ One of the most effective ways to shape positive perceptions and opinions is to cite praise from other people.  Social psychology research has shown that when you relay positive comments from other people it is far more powerful than making claims yourself.  This is true even though the audience knows that there is positive bias in the comments you quote.  For third party praise to be most effective, it must reinforce a brand narrative that expresses the important traits of its personality.  

 

£ Research studies have shown that response to criticism can be more effective when it is couched as a compliment to the critic.  For example, “That’s a great observation.  Here’s another way to think about it …”  Even though the flattery may seem obvious, people accept positive comments and don’t think about the source.  This is because their response is non-conscious emotion versus rational cognitive evaluation of the message and its source.  Using the brand’s words-that-work in social media and elsewhere when responding to criticism will influence those emotions.

Ó 2011 Peter Noel Murray, Ph.D.