One indicator of how the market is apparently more comfortable with AR than it is with its immersive sibling, VR, is that one of its earliest adopters are toymakers. Read More
I like socks. Strange socks. People who don’t know what to get me at Christmas usually land on the weirdest socks they can find at EA Games. So when I found out there was a socks company that donated a pair of socks for every pair purchased, it had my attention. But that’s not even […]
via Ear Hustle —
by Dr. Donna Roberts The Story “I feel like that’s been done before,” chimes Heidi Klum to the hopeful designer facing Project Runway’s latest red carpet gown challenge. And just like that, hope flies out the proverbial window, replaced by the dread of knowing he may be the newest ex-runway contestant. It’s a grave […]
Considering video content? These sites use video to draw their readers in.
by Donna L. Roberts, PhD
Advertising is everywhere the modern environment – on radio and television, in magazines and newspapers, on billboards, on buildings, on public transportation, on the clothing, shoes and accessories of sports and entertainment figures and strategically placed in films and television shows. Far from being a passive mirror of society and reflection of already established consumer needs, advertising exerts influence that is cumulative, often subtle and at least partially unconscious. If the average American is inundated with over 3000 ads per day, which are theorized to influence and manipulate his/her behavior, then a thorough understanding of this powerful persuader is certainly in the best interest of behavioral researchers, clinical practitioners and certainly the individuals themselves (Du Plessis, 2005; Kilbourne, 1999; Vollmer & Precourt, 2008).
Understanding individual differences in response to external stimuli would contribute to a better understanding of both these differences and how the process of influence and persuasion work in our daily lives. This could have impact on how society chooses to ethically regulate the distribution of and exposure to mass communications. Minimally, it could give individuals the information necessary to self-regulate the persuasive influences in which they are so fully immersed in today’s society. More fully understanding how particular types of messages carry more or less influence with differing personalities could also be potentially useful in a variety of clinical settings – for example in shaping more effective assessment measures and subsequent approaches to therapy and counseling that take personality into consideration.
Du Plessis, E. (2008). The advertised mind: Ground-breaking insights into how our brains respond to advertising. Sterling, VA: Millward Brown.
Kilbourne, J. (1999). Deadly persuasion: Why women and girls must fight the addictive power of advertising. Boston, MA: Free Press.
Vollmer, C., & Precourt, G. (2008). Always on: Advertising, marketing and media in an era of consumer control. New York, NY: McGraw-Hill.
We love podcasts: they’re like the blogging version of radio, a medium anyone can jump into and use to share their story. They introduce us to new voices and give us glimpses into new perspectives… and they pair perfectly with blogs and websites, where they can add more texture and interest to what you’re already […]
Some tech companies are taking a stand against neo-Nazi users, but claim it’s a still dangerous decision to make.
When born into this world, we get plunged into a river of information, where each one of us is forced to play a role in this drama/game that seems to have been written by a crazy idiot. The pure, empty and virgin mind of the child has no alternative but to identify, assimilate the rules and participate in this game of civilisation.
The human mind is one of nature’s greatest achievements because of its infinite potential. Its potential is so astonishing that if you learn how to unlock its full potential, anything is possible. So how to re-program our minds? How to be the happy self like we were once? I can suggest the easiest way to do this. Something that you must have never imagined.
Go To Sleep..!! Yes 🙂
Researchers have proved that people can be conditioned with behaviors in their sleep and then exhibit those same behaviors when they’re…
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“Little things — things that used to be simple and all my own — became packaged and delivered out into the world. My life was ready to be consumed.”
by Donna L. Roberts, PhD
Research using personality as a factor of market segmentation and a predictor of aspects of consumer behavior may be traced back as far as five decades (Endler & Rosenstein, 1977; Gotlieb, 1958; Koponen, 1960; Westfall, 1962). However, despite early interest, mixed results yielded waxes and wanes in the topic as a focus of research (Baumgartner, 2002; Bosnjak, Bratko, Galesic & Tuten, 2007). Nonetheless, the intuitive appeal of assuming a fundamental link between the construct of personality and facets of consumer behavior is evidenced by the more than 300 studies reviewed by Kassarjian and Sheffet (1991).
Those on both sides of the marketing equation – advertisers and consumers – each fundamentally and intuitively operate under the assumption that advertising exerts influence. It is why advertisers continue to spend billions on sending the message, and why consumers at least claim to either embrace or reject the messages with which they are constantly assaulted. The underlying assumption is that there is, in some measure, an ability to affect behavior. The intricacies of how this is accomplished, however, remain somewhat of an enigma, as is exemplified by the famous quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” by the iconic US merchandiser and department store mogul, John Wanamaker (thequotationspage.com).
This uncertainty has also been reflected in the research that has attempted to deduce the relationship between personality characteristics and advertising effectiveness. The measurement of advertising recognition has often been used as a factor when examining the effects of advertising (Solomon, 2010). Furthermore, previous studies incorporating the Myers-Briggs Type Indicator (MBTI) in examination of advertising concepts have produced some significant results (Johnson, 1981; Moore 1985). However, when taken as a whole, the findings over decades of sporadic research have been primarily inconclusive. Despite various attempts since his meta-analyses, Kassarijian’s (Kassarjian,1971; Kassarjian & Sheffet, 1991) conclusions still ring true, “A few studies indicate a strong relationship between personality and aspects of consumer behavior, a few indicate no relationship, and the great majority indicate that if correlations do exist they are so weak as to be questionable or perhaps meaningless” (1971, p. 415).
Baumgartner, H. (2002). Toward a personology of the consumer. Journal of Consumer Research, 29(2), 286-293. doi:10.1086/341578
Bosnjak, M., Bratko, D., Galesic, M., & Tuten, T. (2007). Consumer personality and individual differences: Revitalizing a temporarily abandoned field. Journal of Business Research, 60(6), 587-589. doi:10.1016/j.jbusres.2006.12.002
Endler, N. S., & Rosenstein, A. J. (1997). Evolution of the personality construct in marketing and its applicability to contemporary personality research. Journal of Consumer Psychology, 6, 65.
Gottlieb, M. J.(1958). Segmentation by personality types. In L. H. Stockman (Ed.) Advancing marketing efficiency (pp. 148-158). Chicago, IL: American Marketing Association.
Johnson, R. D. (1981). The relationship of Jungian psychological traits and the effects of comparative advertising. Ed. D. dissertation. Texas Tech University.
Kassarjian, H. H. (1971). Personality and consumer behavior: A review. Journal of Marketing Research, 8(4), 409-419. doi:10.2307/3150229
Kassarjian, H. H., & Sheffet, M. J. (1991). Personality and consumer behavior: An update. In H. H, Kassarjian & T. S. Robertson (Eds.). Perspectives in Consumer Behavior (4th ed.). Glenview, IL: Scott, Foresman.
Koponen, A. (1960). Personality characteristics of purchasers. Journal of Advertising Research,1, 6-12.
Moore, D. L. (1985). The effects of cognitive style and advertising type on response to advertising under conditions of low and high involvement: An experimental investigation. Ph.D. dissertation, University of Massachusetts.
Solomon, M. R. (2010). Consumer behavior: Buying, having and being. (9th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Westfall, R. (1962). Psychological factors in predicting product choice. Journal of Marketing, 26(2), 34-40. doi:10.2307/1248434