Briefs

A Product's Image Can Change the Consumers' Psychological Perception and Influence Behavior

Stamford, CT - August 3, 2006-In a groundbreaking analysis, Anderson Analytics, a full service market research consultancy, has devised a technique to measure subconscious attitudes of potential consumers. Specifically, Anderson has incorporated research developed by personality psychologists with new text mining software.

The new methodology exposes respondents to a certain pictures or video (the control stimulus), the respondents are then asked to write a short story based upon the pictures or video. Each respondent story is then analyzed for themes, word choice, and content to indicate the subject's baseline subconscious state. Then half of the respondents are exposed to one ad or brand logo, and the other half to a different brand ad or logo. Respondents are asked to complete a similar short story exercise, and the subconscious effects of the brand logo or advertising can then be measured.

Anderson used this methodology to measure how youth respond to Barbie/Bratz or Playstation/Xbox images on a subconscious level, thus indicating how they may act on a consumer level. Anderson's study determined that there were marked differences between initial baseline psychological measures and post-advertising measures.

For all girls viewing either Barbie or Bratz ads, respondents became either more distrustful of the brand, more interested in the prestige and status of the brand, or more confident of the brand after rating the ad. Girls who were exposed to the Barbie brand ads exhibited a more trusting psychological state than those who were exposed to the Bratz brand.

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"Our findings confirm that brand advertising can increase positive attitudes and perceptions," said Tom Anderson. "The reverse is also true. Some ads actually decrease brand trust in the target market. That's why it's more important than ever for marketers to pay attention to psychological profiles and the power of the subconscious mind."

For more information, please see www.andersonanalytics.com.