Consumer Psychology

By: Dr. James McFarland, People Scientist It was the best of times, it was the worst of times… Okay, maybe that is a bit much for an opening, but stay with me here, Charles Dickens’s famous novel, A Tale of Two Cities, might have more in common with the psychology of modern-day consumers than first … Continued Read more →

By: Dr. James McFarland, People Scientist Okay, who here is familiar with the term “Masstige?” Don’t feel bad if you aren’t. It’s one of those five-dollar terms that makes you sound smart at dinner parties. A term that your Econ 101 instructor may have used at some point, but the passage of time (yes, let’s … Continued Read more →

By: Dr. James McFarland, People Scientist In our previous blog post, we covered the effects of ostracism on today’s consumer and how warm and “cuddly” messages (including images of teddy bears) can reduce those lonely feelings and help build brand preference and loyalty. This week we are diving even further into some of the best … Continued Read more →

By: Dr. James McFarland, People Scientist Have you ever been ignored in a collective game of catch, or were purposely excluded from a social group at school or in the workplace? If so, you have first-hand experience with what psychologists refer to as ostracism. Being ignored or excluded by others tends to be a very … Continued Read more →

By: Dr. James McFarland, People Scientist What do you think would happen if you spent 6-15 minutes in a room with nothing to interact with but your own thoughts? If this idea gives you an uneasy pause, you are not alone. While it’s tempting to believe that we big-brained humans enjoy thinking for thinking’s sake, … Continued Read more →

By: Dr. James McFarland, People Scientist Although an essential component to the overall success of market economies, profit-seeking is often viewed negatively within many social circles. In fact, for-profit businesses struggle to achieve even a small measure of the goodwill automatically garnered by their non-profit counterparts. For example, studies in psychology show that implying the … Continued Read more →

By: Dr. James McFarland, People Scientist Hello everyone! Welcome to our 100th CMO Minute. This week we will be talking about the importance of brand names, and how creating a successful name may not be quite as straightforward as one would think. Consumers have always had a complex relationship with brand names, and rightly so, … Continued Read more →

By: Dr. James McFarland, People Scientist Not so long ago (the early 1990s) and not so far away (well, here on planet earth), an epic battle filled with intrigue, sabotage, and sacrifice took place. Although it was “fought” in plain sight, few understood that the conflict was designed to ensure that both sides would lose … Continued Read more →