How Positive Psychology is Changing Product Marketing

Recently, I have been doing research on the topic of positive psychology.  The essence of positive psychology is to focus on strengths and virtues.  Traditional marketing focuses on the customer problem–the negative.  Businesses bring a solution to the problem–the positive.  Positive psychology advocates focusing on customer strengths–the positive.  Businesses are encouraged to enhance customer strengths with their solutions–another positive.   The field is still young and largely unexplored.  However, the impact of positive psychology on individuals has enhanced performance & productivity.  In my opinion, this is enough to at least explore how the principles of positive psychology can be applied to business and more specifically to marketing. 

Today’s consumer is more inclined to develop brand loyalty to companies with a purpose.  In other words, people today are looking for companies that have “values”.   It is no longer enough for your product to “solve a problem” your brand has to stand for something.  There has to be meaning in your brand.  From wikipedia, the character strengths and virtues that positive psychology aims at is the following: 

  • Wisdom and knowledge: creativity, curiosity, open-mindedness, love of learning, perspective, wisdom, innovation
  • Courage: bravery, persistence, integrity, vitality
  • Humanity: love, kindness, social intelligence
  • Justice: citizenship, responsibility, teamwork, loyalty, fairness, leadership
  • Temperance: forgiveness, mercy, humility, modesty, prudence, self control, self regulation
  • Transcendence: appreciation of beauty and excellence, gratitude, hope, humor, playfulness, spirituality

Ask yourself, how do your products enhance your customers lives? What is the positive that your products or services bring to the table?  Focus on your customers strengths and add to them.  What do you think about positive psychology?

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One Response to How Positive Psychology is Changing Product Marketing

  1. I did my masters of applied positive psychology at U Penn and it’s a great field. In fact, we have a conference coming up in Canada – please check out our site for more information: http://www.positivepsychologycanada.com/Default.aspx?pageId=1283472

    I also post positive psychology resources to my Facebook page at https://www.facebook.com/LVSConsulting

    I have never really seen the research applied to product marketing to strengths, though. What a neat idea! Have you tried it? What are you doing? how does it work for you?

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