Psychologism – To (desire) refer to reduce everything to the tenets of psychology (behavior). This propensity is not restricted to psychologists, but is open to others, for example, the sociologist, as when he regards the formation of groups as function of the behavior of individuals.

 Psychology – 1. The science dealing with the systematic study of human behavior, individual as well as group, provided that it is (potentially) measurable.  See also: Experimental psychology/PersonSeeality?Methodology

  1. The science that deals with human behavior.
  2. The subject studied by the psychologist.
  3. The science that studies behavior and mental activities.

 Psychology & Marketing – “ A quarterly journal that explores buyers’ motivations through the unique perspective of the psychological researcher.” Published by John Wiley & Sons (605 Third Ave., New York, N.Y. 10158, U.S.A.

Psychometrics – Refers to psychological measurement.

  1. The discipline of measurement and instrumentation in psychology.
  2. The applicable statistics for construction and control of (psychological) tests. See also: Psychological test.

 Rational Behavior – Relation (Latin) = reason, calculation, motive. Behavior motivated by the application of logic and the faculty of intelligence, as opposed to behavior that is promoted by emotion (feelings, intuition). The behavior of the consumer is viewed as being rational by the economist. However, the social scientist understands that the human being, as consumer, is far from rational. Often times purchases are made that are too expensive or superfluous and were decided on impulse.   See also: Behavior/Consumer Behavior

 Rationalization – Syn: Justification      The justification (in restrospect) of one’s own behavior or the behavior or ideas of others on the basis of reasons that are psychologically or socially acceptable rather than those that are based on reality. For example, someone purchases an expensive automobile because it will impress people. Afterwards, he rationalizes the purchase with the claim: it’s a sound investment.

 Reaction Time – The time interval between stimulus and response. The time required by someone to react to stimulation. See also: Stimulus/Response

 Response – Each reaction to an applied stimulus. Usually, it signifies a reply to a question, however, it may also involve the pushing of a button (for example: reaction-time research), the dilation of the pupil of the eye for example: visual perception in advertising research).

 Set – Syn: Einstellung/Propensity

  1. Temporal condition of an individual because of which there is a specific manner of reaction to the surroundings or circumstances.
  2. The tendency to react in a specific manner.

 Stimulus – Literally (latin): moving spring, spur.  See also: Response/Attention

  1. An alteration in physical energy (for example: light that activates a sensory organ). The stimulus usually triggers a response.
  2. Everything potentially capable of eliciting a reaction; that which serves to stimulate or provide incentive for behavior.

 Suggestibility – To be receptive or susceptible to suggestions, ideas, opinions of others, advertising, etc. Some people are considered to be more suggestible than others. Research has thus far not conclusively revealed as to why one person is more suggestible than another.

 Typology – The classification of personalities into types or categories.

 Variability – Subject to fluctuation or alteration. Every human being is subject to variability (sleeping/awake; hunger/gratification;irritable/satisfied).

 Word Association – Subjective relationship between two words. For example, what word comes to mind in relation to the stimulus word: chair? Usually the reply will be: table. This relationship is important in, for example, communication (advertising).  See also: Association test

 Advertising Psychology – Misleading and obscure term that seeks to describe the input of psychological knowledge into advertising. The term advertising psychology is obsolete and is actually an aspect of economic psychology. See also: Advertising/Economic psychology/Communication

 Consumer Behavior – The behavior of consumers, users. This is one of the most important concerns of economic psychology, marketing and advertising. The consumer is a user of a multitude of products (for example: milk) and services (for example: public transportation).There are three categories of consumer behavior:  See also: Consumer

  1. Communication behavior (for example: reading of an advertisement).
  2. Purchasing behavior (for example: using a shopping list in the supermarket).
  3. Consumption behavior (for example: eating sandwich).

 Consumer Psychology – That part of economic psychology which involves the study of the consumer: consumer behavior. Whereas consumer psychology is not officially recognized aspect of psychology is.   See also: Consumer/Consumer behavior/Economic Psychology


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