Research Topics:

Focus Group-Moderating | Focus Groups | Psychological/Emotion Research | Qualitative Research

Content Type:

Glossary

Fixed Personality Association Definition

A projective moderation technique in which participants are shown pictures of people, places or things and asked to interpret them in regard to the topic. Fixed personality associations use the same pictures over an extended period of time rather than varying them so that norms are created that may apply to a large number of sessions.

Fixed personality association is the practice of associating specific personality traits with particular brands or products. This is done typically through consistent and repetitive messaging. For example, participants in this projective moderation technique are shown pictures of people, places or things, then are asked to interpret them in regard to the topic. Fixed personality associations use the same pictures over an extended period of time rather than varying them so that norms are created that may apply to a large number of sessions. The intent of this association is to shape consumer perceptions and attitudes towards the brand, thus influencing their purchasing decisions. In other words, this process creates a strong connection between a particular aspect of a brand's identity and a desired personality trait, such as reliability, excitement, luxury or innovation. 

Who relies on fixed personality association?

Marketers and advertisers use fixed personality association to establish a strong and recognizable brand identity in the minds of consumers. Linking a consistent personality trait with a particular brand helps businesses to differentiate their products or services from competitors and to create emotional connections with target audiences.

Why should I care about fixed personality association?

Fixed personality association highlights the psychological impact of messaging and its role in modeling consumer perceptions. The technique can influence consumer preferences, loyalty and purchasing behavior. As markets become more crowded and competitive, harnessing the power of this method can foster deeper emotional connections with consumers and establish lasting brand loyalty.