Mindset Media Finds Mac Users More "Open Minded"
Mindset Media Finds Mac Users More "Open Minded"
by , 1:20 PM EST, January 21st, 2008
Mindset Media surveyed 7,500 people and found that people who are highly open minded are 60 percent more likely than people in the general population to have purchased a Mac.
Mindset Media, which operates an online ad network that enables brand advertisers to reach millions of people with the personality traits that fit their brands, released a Mindset Profile of Mac users last week. Mindset Media uses a proprietary psychographic standard.
The study found that, "These purchasers are also more liberal, less modest, and more assured of their own superiority than the population at large."
"In a competitive market, like the one for personal computers, many brands compete for the same demographic, and what separates the winners from the losers is often the ability to identify and reach the right psychographic," said Sarah Welch, COO and co-founder of Mindset Media.
TMO notes that the study is not a huge surprise. It has always required people with healthy self-confidence to break away from the pack and embrace Apple products. What's interesting, however, is that more and more research companies are emerging to analyze and exploit these personality traits for the market as a whole, basically leveraging off what Apple has known how to do all along.
 Mindset Media |
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Observer Comments
Lol, it's wonderful how a Mac user can turn "arrogant" into "healthy self-confidence". In my experience, the majority of mac users are smug, self-assured jerks, but wrongly so. While busy pointing out the flaws in others, they rarely look at their own flaws. That's not "healthy self-confidence" that's conceit and improper pride.
I say this as someone who owns two macs. I refuse myself to call myself a "Mac user" so as to dissociate myself from the negative image "Mac users" have cultured for themselves (and are actually proud of!).
QuoteAnonymous wrote:
Lol, it's wonderful how a Mac user can turn "arrogant" into "healthy self-confidence". In my experience, the majority of mac users are smug, self-assured jerks, but wrongly so. While busy pointing out the flaws in others, they rarely look at their own flaws. That's not "healthy self-confidence" that's conceit and improper pride.
I say this as someone who owns two macs. I refuse myself to call myself a "Mac user" so as to dissociate myself from the negative image "Mac users" have cultured for themselves (and are actually proud of!).
It seems to me that the above may fit the definition of "arrogant" and "smug," as well as "jerk."
It's dismaying how blind someone can be about his/her own flaws when busily pointing out the supposed flaws of others.
FWIW, this also appears to be an example of the logical fallacy sometimes called "hasty generalization" and, possibly, confirmation bias. (We tend to recall better and/or give more weight to observations that support our opinions than those that do not.)
You mis-characterize the study. They weren't found to be open minded, they were found to think they are more open minded.
They also said they are better than other people, but that doesn't mean they are. I'm quite sure neo-nazis would reply the same way, but that would be a reflection of their self image.
The study does not say people who are "highly" open-minded are more likely to buy a MAC. It says people who bought a MAC are more likely to "describe themselves as" "highly" open-minded, which itself makes no sense. They aren't just open to new ideas they're like totally open to new ideas.
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