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Inside the Consumer Mind

Understanding the rational and emotional foundations of consumer behavior

Health
How Emotions Are the Key to Better Healthcare

Peter Noel Murray Ph.D. on March 3, 2020

New research shows how emotions influence health behavior. Tapping into these emotions while satisfying physical needs is the formula for maintaining a healthy life.

New research shows how emotions influence health behavior. Tapping into these emotions while satisfying physical needs is the formula for maintaining a healthy life.

Environment
Will Your Next Car Drive Itself?

Peter Noel Murray Ph.D. on April 18, 2017

For success new technologies must create experiences that engage and satisfy consumers. Experience, not technology, determines whether we will buy and use a new product.

For success new technologies must create experiences that engage and satisfy consumers. Experience, not technology, determines whether we will buy and use a new product.

Authenticity
The Emotions of Luxury

Peter Noel Murray Ph.D. on October 12, 2016

Emotions are the foundation of why consumers are attracted to luxury brands. And the luxury emotions of the very rich are different than those of the rest of us.

Emotions are the foundation of why consumers are attracted to luxury brands. And the luxury emotions of the very rich are different than those of the rest of us.

Consumer Behavior
The Myth of the Rational Consumer

Peter Noel Murray Ph.D. on March 8, 2016

The consumer purchase process involves a rational evaluation of a product's features and attributes. But it is perceived emotional end-benefits that make us decide to buy.

The consumer purchase process involves a rational evaluation of a product's features and attributes. But it is perceived emotional end-benefits that make us decide to buy.

Media
Will Social Media 'Hijack' Your Vote in 2016?

Peter Noel Murray Ph.D. on October 27, 2015

Facebook and other Internet companies have the power to influence your emotions. And that power could impact the results of the 2016 elections ... and you may never know it happened.

Facebook and other Internet companies have the power to influence your emotions. And that power could impact the results of the 2016 elections ... and you may never know it happened.

Relationships
What Your Dog Wants

Peter Noel Murray Ph.D. on May 5, 2015

Living with a pet provides humans with many physical and psychological benefits. Research shows that the health and well-being of pet owners is greater than that of non-pet-owners. But what about our pets? Sure, we buy them treats and care for them. But do they get deeper, more important rewards from their human relationships? And how might this come about?

Living with a pet provides humans with many physical and psychological benefits. Research shows that the health and well-being of pet owners is greater than that of non-pet-owners. But what about our pets? Sure, we buy them treats and care for them. But do they get deeper, more important rewards from their human relationships? And how might this come about?

Happiness
How to Make People (and Yourself) Happier

Peter Noel Murray Ph.D. on January 5, 2015

Research shows that giving the gift of a new and special activity or event (experiential gift such as a weekend spa or wine tasting class) increases the positive emotional connection between the giver and the recipient. Tying this to Daniel Kahneman’s concept of wellbeing, experiential gifts are an opportunity to bring happiness to the gift giver and recipient.

Research shows that giving the gift of a new and special activity or event (experiential gift such as a weekend spa or wine tasting class) increases the positive emotional connection between the giver and the recipient. Tying this to Daniel Kahneman’s concept of wellbeing, experiential gifts are an opportunity to bring happiness to the gift giver and recipient.

Trust
Are Selfies and Smartphones the New Comfort Food?

Peter Noel Murray Ph.D. on October 2, 2014

Millennials have an almost compulsive attachment to all things digital. Using Phillip Cushman's concept of the "empty self," we can try to understand this behavior by considering whether it is an unconscious way of compensating for what is not being provided in the culture and society in which they live.

Millennials have an almost compulsive attachment to all things digital. Using Phillip Cushman's concept of the "empty self," we can try to understand this behavior by considering whether it is an unconscious way of compensating for what is not being provided in the culture and society in which they live.

Happiness
Why We Really Shop

Peter Noel Murray Ph.D. on June 11, 2014

We think of shopping in terms of what we buy. But shopping is the pursuit of pleasure, part of our daily search for happiness.

We think of shopping in terms of what we buy. But shopping is the pursuit of pleasure, part of our daily search for happiness.

Consumer Behavior
Carl Jung...Consumer Psychologist?

Peter Noel Murray Ph.D. on March 12, 2014

Jung explored psychology through philosophy, dreams, myth, and art. In our culture, he might have embraced the consumer as well. But with certainty he would agree that consumer behavior is driven in great part by unconscious emotions.

Jung explored psychology through philosophy, dreams, myth, and art. In our culture, he might have embraced the consumer as well. But with certainty he would agree that consumer behavior is driven in great part by unconscious emotions.

Trust
Do You Trust the Internet?

Peter Noel Murray Ph.D. on December 12, 2013

Research reveals extremely high levels of consumer distrust in the Internet. Yet digital media are considering integrating brand messages into the content that consumers go online to see. This violates the traditional separation of advertising and editorial, one of the foundations of consumer trust in traditional media.

Research reveals extremely high levels of consumer distrust in the Internet. Yet digital media are considering integrating brand messages into the content that consumers go online to see. This violates the traditional separation of advertising and editorial, one of the foundations of consumer trust in traditional media.

Consumer Behavior
How a Video Message Evokes Emotion and Arouses Response

Peter Noel Murray Ph.D. on September 12, 2013

Emotions determine response to commercials for non-profit cause organizations and charities. Especially important are perceptions of warmth and judgments of confidence. Analysis of the emotion structure of a commercial for World Humanitarian Day.

Emotions determine response to commercials for non-profit cause organizations and charities. Especially important are perceptions of warmth and judgments of confidence. Analysis of the emotion structure of a commercial for World Humanitarian Day.

Steve Jobs, Martha Stewart, Ralph Lauren photo
Relationships
What Connects Consumers to Celebrity Brands?

Peter Noel Murray Ph.D. on August 13, 2013

How does the celebrity status of Ralph Lauren, Steve Jobs and Martha Stewart influence consumer connection with their brands? What did they personally contribute to their brands that made their products successful and themselves celebrities?

How does the celebrity status of Ralph Lauren, Steve Jobs and Martha Stewart influence consumer connection with their brands? What did they personally contribute to their brands that made their products successful and themselves celebrities?

Identity
Seeking Your “Ideal” Self in Cosmetic Surgery

Peter Noel Murray Ph.D. on May 29, 2013

Self-identity can motivate a consumer to change who they are. Research studies have shown that perceptions of the “ideal” self have a lot of sway over decisions to have cosmetic surgery. But the act of comparing who we are to standards which represent an “ideal” must be based on an accurate understanding of our “real” self.

Self-identity can motivate a consumer to change who they are. Research studies have shown that perceptions of the “ideal” self have a lot of sway over decisions to have cosmetic surgery. But the act of comparing who we are to standards which represent an “ideal” must be based on an accurate understanding of our “real” self.

Self-Control
The Holiday Urge to Splurge

Peter Noel Murray Ph.D. on December 4, 2012

Eating, drinking, and spending too much during the holidays can be caused by a depletion in self-control. Psychological research reveals that self-restraint is a limited resource; but can be strengthened by physical and cognitive exercizes.

Eating, drinking, and spending too much during the holidays can be caused by a depletion in self-control. Psychological research reveals that self-restraint is a limited resource; but can be strengthened by physical and cognitive exercizes.

Persuasion
How Memories of Experience Influence Behavior

Peter Noel Murray Ph.D. on October 3, 2012

We don’t make purchase decisions based on product experience—but on memories of experience. And experiential memories have unique characteristics.

We don’t make purchase decisions based on product experience—but on memories of experience. And experiential memories have unique characteristics.

Consumer Behavior
Clint Eastwood’s 'Empty Chair' Speech

Peter Noel Murray Ph.D. on September 5, 2012

Great communication should be acknowledged. Regardless of one’s political views, Clint Eastwood’s “Empty Chair” speech demonstrated that he is a great communicator.

Great communication should be acknowledged. Regardless of one’s political views, Clint Eastwood’s “Empty Chair” speech demonstrated that he is a great communicator.