I’m a clinical psychologist by training. When I stumbled into the marketing profession about 20 years ago, ‘psychologist’ was something you better kept for yourself. Back then, I’d much better confessed at a party that I rented out some windows in the red light district than to admit I studied psychology. At that time, psychology was considered to be ‘the sinkhole of the university’. But things have changed…
Applied psychology: Things have changed
This perception profoundly changed in the last 10-15 years. The first trigger event was the Nobel Memorial Prize in Economic Sciences for the work of Daniel Kahneman and Amos Tversky. This was the first time that the field of economics fully acknowledged the importance of psychology to understand better how humans make decisions in markets.
In the slipstream of Kahneman and Tversky’s Prize and their best-seller “Thinking Fast and Slow“, behavioural psychology got reframed brilliantly into Behavioural Economics. A friend of mine, a professor at a Dutch Management School, told me that ever since he changed “psychology” into “behavioural economics” in his research grant proposals, he won every grant for which he applied.
The insaturable appetite for psychology caused an explosion of books that promised to provide deep insight into turning deep human understanding into persuasive products and services.
Tech companies perfectly understand that behavioural science is the ultimate competitive edge.
Applied psychology: critical sectors are not using it
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Summary: Applied psychology
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