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Psychological And Emotional Market Research Resources

We've grouped together all the information our site contains on Psychological and Emotion Research to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 163 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

JCPenney pinpoints its customers
In order to fully understand the needs of their customers, JCPenney has initiated a series of studies called Consumer Feedback. These studies give JCPenney a clear picture of the needs, attitudes and behaviors of their customers.
Finding the hot buttons: a scientific approach to motivational research
This article describes an in-depth interviewing technique to disclose consumer motivations for buying a brand, and it explains how to scientifically analyze the responses.
Psycho-socio-cultural Hispanic research
Psycho-socio-cultural research is considers psychological, sociological and cultural theory when addressing market problems across cultures. It merges what is known about people, societies and cultures with empirically-gathered data about specific attitudes, behaviors and beliefs. This article addresses the importance of considering psycho-sociocultural variables in the design and interpretation of quantitative and qualitative research involving Hispanic groups.
The Gestalt approach to advertising research
This article points to ways that Gestalt psychology can inform the design of advertising-related qualitative research. This approach would stress the importance of the context surrounding the ad in the minds of the consumer and identify key elements that most affect the overall impression.
Projective technique aims to uncover consumer attitudes
Commercial anthropology is a qualitative technique applied in mini-focus groups or interviews. It involves respondents reacting to a depiction of a brand user by making projections about the user by outfitting that user with items the user would have. The selections stimulate discussion that provides inroads into a user's psyche and belief system. General Motors used this technique to uncover the underlying emotions that differentiated purchase of one specific brand of automobile from another in the "sporty" car market segment.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

In Case You Missed It... January 2012
News and notes on marketing and research: Designing mobile creative; saving for retirement
We all think we're great: Measuring social desirability
This article discusses social desirability, a phenomenon that causes respondents generally to have the tendency to rate themselves positively, which can impact research results.
In Case You Missed It... February 2012
News and notes on marketing and marketing research: Cash vs. credit; QR code shortcomings
Understanding the role of social influence in consumer behavior
In today’s highly social world, it’s harder than ever for researchers to separate and measure the many factors that influence our product choices. One way is to look at the connections that bind us, the author says.
Behavioral economics: what it is and three ways marketers can use it
This article defines behavioral economics and suggests three things marketers can do with behavioral economics phenomena to improve sales of their products and services.

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