Abstract:
Market research has its roots in psychological theory and method, but there is a growing gap between psychological understanding and market research practice. Marketers today often rely on implicit or naïve explanations rather than formal theories of behavior, and these implicit explanations guide the design of research and interpretation of findings. This paper compares implicit approaches to branding and segmentation with approaches that are grounded in theories of learning and motivation, offering a case study to demonstrate the value of putting psychology back into both market research and marketing.
Research Papers
Deeply understanding the mind to unmask the inner human
Catalogue: Qualitative 2009: The Evolving Human
Author: Katja Bressette
 
November 19, 2009
Research Papers
The secrets of neuromarketing
Catalogue: Latin America 2008
Authors: Alejandra Ruiz-Contreras, Javier Cervantes, Oscar Prospero-Garcia, Philipp Hillenbrand
 
May 13, 2008
Research Papers
Purchase prediction and brand loyalty
Catalogue: Latin America 2012: Uncovering Opportunities
Authors: Alejandro Salgado-Montejo, Carlos Velasco, MarÃa José Calvo, MarÃa Fernanda Gómez
Company: Neurosketch
May 3, 2012
