Question

Topic: Student Questions

Assistance With Thesis Topic/consumer Psychology

Posted by Anonymous on 10/14/2009 at 8:08 PM ET 250 Points
I am enrolled in an Industrial Psychology Masters Program and need to finalize my thesis topic. Following 2 months of rumination, i am still clueless on what to do.

I have 15 years experience with segemention, pricing and demand analysis in aviation and hotel sectors, but my interest is consumer psychology. My masters will specialize in consumer psychology toward the end of the program, and this is the direction i wish to take my career in.

I have no expereince with consumer psyc other than passion to learn more, and the work experience i have in understanding demand.

Does anyone have any suggestions on how i could pursue consumer psyc as a thesis topic with no formal knowledge of the topic?

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  • Posted by Jay Hamilton-Roth on 10/15/2009 at 9:21 AM Member
    If it's your Masters program, presumably you've encountered activities or organizations or brands that have intrigued you. Something that made you think, "Hmmm. I'd like to work on THAT!". Now's your time to do so. Pick something personally interesting that also is relevant to today (or tomorrow). Become an expert at understanding the topic and you'll learn plenty about consumer psychology in the process (and with the help of your thesis adviser).
  • Posted by Gary Bloomer on 10/15/2009 at 10:32 AM Accepted
    Dear Jacqueline,

    Hi, how's it going?

    I have a couple of questions for you.

    Ever lusted after a new pair of shoes? And I mean REALLY lusted?

    Ever tried a new shade of lipstick and thought "Nah. Too slutty!"

    Ever walked into a party and seen someone you don't know who
    is dressed in something a little odd and thought "What the hell have YOU come as?"

    Ever bought a new pair of jeans and asked your significant other or a close friend "Does this make my ass look huge?"

    Welcome to the world of customer psychology.

    Every moment of every day we all take and make decisions and value judgements about the things we buy, about the things we aspire to buy, and about the things we lust after or feel we want for some reason.

    For any product to connect, for it to matter, it must fill a deeply felt need. it must slot SOLIDLY into our mental jigsaw puzzle of what we want our lives to be.

    One topic to consider here is "Want. Love. Need—I love it, I must have it, I can afford it, I'll buy it"

    What triggers these feelings, these wants, these desires—what pushes people into debt in order to own something they they might wind up not really wanting?

    Why do people sometimes lie, cheat, steal and even kill to own something they think will change their lives because it will make them belong, or tell other people (and often, without saying a word) "See this? I can afford this and this makes me better than you?"

    Write about something you are passionate about and that passion will drive your narrative. The passion will also shine through and help you create a better end result.

    I hope this helps. Good luck to you. And let me know your thoughts; I'd be interested to hear your opinion.

    Gary Bloomer
    Wilmington, DE, USA
    Follow me on www.twitter.com @Gary bloomer
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