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Winning The Wearables Race Through Human Psychology

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Winning the Wearables Race Through Human Psychology

Ever wonder why we do what we do? From a product management perspective, understanding the human psychology behind intent, purchase, and sustained use can make the difference between a wild success or financial disaster.

From studies to industry insiders, wearables for the most have been received with lukewarm reception and for good reason; it’s void of a humanistic approach.

The Science of Human Psychology

Most of us are familiar with Abraham Maslow 's hierarchy of human needs. After meeting our physiological and safety needs, humans crave love, belonging, and self-esteem. Yet, perhaps these psychological needs are least understood and practiced by wearable manufacturers and …show more content…

Case Study: Social Media, Why We Feel Closer
Researchers Horton and Wohl proposed the theory of parasocial interaction or intimacy at a distance to explain how television audiences developed perceptions of having a relationship with TV celebrities. This once unidirectional experience has changed with the advent of modern social media. A study by Lueck observed that a single post by Kim Kardashian would elicit hundreds of responses from her fans without any further action by Kim, yet her followers experienced a parasocial connection through Kim’s tweets and photos. According to Hartmann and Goldhoorn, parasocial interaction can be immediate, personal, and reciprocal, but these qualities are illusory and not shared by the celebrity. However, for fans the sense of connection is real and supports their needs for love and belonging.

Self-Esteem
Self-esteem is a human need to feel respected and valued by others. There are two levels of self-esteem: a lower and a higher level. The lower level of self-esteem is the need for respect from others. This may include a need for status, recognition, fame, prestige, and attention. This is most visible among celebrities but the fundamental need indwells in all of us. The higher level is characterized as the need for self-respect. For example, the person may have a need for strength, competence, mastery, self-confidence, independence, and freedom. The higher level

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