Download Graphology: A New Marketing Research Technique

JAMES U. McNEAL*
Marketers are making great efforts to seek relationships between personality
ar.d consumer behavior. The extent of their success greatly depends on having
adequate psychodiagnostic tools. This article discusses the possibilities for grophoanalysis in marketing research related to consumers' personality.
Graphology: A New Marketing Research Technique
proponents in the various professional fields mentioned
above praise and use it; another group suggests it should
be used with caution, and still another group feels that
it has no usefulness [2].
Graphology is the study of handwriting. Its goal is
usually to determine personality characteristics of a
writer. Handwriting is an expressive behavior or one's
style of response. Thus it possesses individuality, an expression of the person creating the writing. ^
Marketers are increasingly turning their attention to
personality to obtain a better understanding of consumer
behavior [5, 14]. Consequently, graphology, which
can examine personality, may be of value in marketing
research. Of course, there are already a number of fine
techniques available for the investigation of personality,
but graphology has some significant advantages over
many of these methods.
Graphology has been used by educators, law enforcement agencies, physicians, psychologists, and psychiatrists [2]. Recently, its application was extended to business [10, 12, 13]. Despite its wide usage, suspicion
surrounds it. And mistrust is mainly caused by misuse.
About 20 years ago. Bell [1, p. 291] summed up the
state of graphology:
THEORETICAL FOUNDATIONS
OF GRAPHOLOGY
The graphologist is supported by several theoretical
assumptions. After much perusal of the literature. Bell
[1, pp. 292-3] summarized them as follows, noting that
many have considerable support from experimentation
and others are definitely open to criticism until they
receive scientific confirmation or denial.
1. Handwriting is not simply peripheral manual
movement. It is the activity of the Gestalt that
is called the personality.
2. Handwriting, though bearing traces of training
in penmanship, is an individual movement, resulting in graphic products with unmistakable individuality.
3. Individuality in handwriting is an expression of
the personality that creates the writing.
4. Variations in personality are accompanied by
variations in script.
5. Graphology is not concerned with the written
symbol, itself, but with the symbol's expressive
value. That is, it does not matter in what context
the symbol is used or whether it is neat or untidy but rather what the symbol suggests about
the writer.
6. A script is a dynamic whole that does not consist of a summation of isolated signs but of a
group of different graphic criteria forming a dynamic relationship. In other words, to the
Graphology, a stepsister of American psychology for
so many years, has finally found a rationale for its
existence in this country. Within the field of personality
diagnosis it is now recognized and accepted as a projective technique. This does not suggest that graphology has managed to overcome the widespread suspicion that has surrounded it, or has reached a state
of development that merits uncritical acceptance of
its findings. It has, however, begun to emerge as a
highly legitimate field of psychological experimentation and research.
During the past few years, the status of graphology
has improved considerably. Today it might be compared
with motivation research in the 195O's. One group of
'Although the principal uses of graphology are psychodiagnostic, its application is varied. For example, it has been used
to study body build, influence of alcohol, drugs, medical
treatment (see [2]).
* James U. McNeal is associate professor of marketing and
head, Department of Marketing, School of Business, Texas
A & M University.
363
Journal of Marketing Research,
Vol. IV (November 1967), 363-7
364
graphologist a piece of correspondence, for example, is not a list of words ordered into rows,
but a set of symbols related to the writer's personality.
7. The traits of handwriting when seen as a part of
a Gestalt are capable of interpretation and give
clues to the personality that has produced them.
8. Handwriting varies in expressiveness from one
person to another and according to the writer's
age and penmanship training.
9. Any handwriting trait varies in its intensity and
frequency, not only in the same specimen, but in
the same line. Therefore, single-trait analysis,
while amenable to statistical treatment, is bound
to discredit graphology. . . .
10. There is a natural limit to the variability of every
single trait in a person's handwriting, except in
rare, mostly psychopathic, cases.
In essence, then, handwriting traits manifest personal traits and, under the careful scrutiny of an experienced graphologist, offer information about the
writer. This concept also underlies other well-known
projective techniques such as finger-painting [9] and figure drawing [6].
HOW DOES THE GRAPHOLOGIST OPERATE?
A graphologist's methods diifer according to his goals.
Let us assume that the goal is to ascertain the writer's
personality traits, since it is this ability that should most
interest marketers. His activities would include the following:
1. Obtain a handwriting specimen. Ideally, this specimen should contain variety, that is, most of the letters
of the alphabet, capitals, etc., and should be 50-100
words long. If possible, it should be written with pen
on unlined paper. It is believed that more can be discovered about the writer if two or three specimens are
obtained over a month or two, although the actual additional value of other specimens is not certain. Also,
knowing the age, sex, and race of the writer will improve
the quality of the findings.
2. Analyze the handwriting specimen according to a
set of criteria. The actual criteria vary somewhat by
the school to which the graphologist belongs. Generally, most graphologists use the criteria of Ludwig
Klages with various modifications [7].
Measurement consists of two types: measuring with
common tools such as a ruler or protractor those criteria objective enough to yield measurable items, e.g.,
slant, height, width; and determining the presence or
absence of various factors, e.g., regularity, harmony, degree of connectedness.
3. Interpret the results of the handwriting analysis
through comparison and summation of the measures obtained. Bases for interpretation are derived from empirical evidence of earlier investigators as they are for other
projective techniques.
JOURNAL OF MARKETING RESEARCH, NOVEMBER 1967
VALIDITY AND RELIABILITY
GRAPHOLOGY
OF
"There seems to be as much justification for believing
that handwriting is a valid expression of personality as
finger-painting, copying a Bender-Gestalt design or
drawing a person would be, although more of the personality is likely to be projected into some of these techniques than others" [3, p. 212]. In a review of graphology by Fluckiger, Tripp, and Weinberg the following
support for its validity as a personality diagnostic tool
was indicated [2]:
1. Ratings of handwritings by a graphologist for
aesthetic interest agreed (r = .40) with the AUportVernon scores for the same item. There was also
some agreement for economic (r = .29) and theoretical interest (r = .25). There was not, however,
agreement for political (r = .07) and religious
interests (r = .06).
2. Findings from graphology on the personality variables of ascendance and psychoneurosis were statistically correlated (.60 and .80) to findings using
the AUport-Ascendance-Submission Scale and the
Thurston Personality Schedule, Clark Revison.
3. A graphologist's ratings for neurotieism correlated
significantly (.70) with an objective measure of
neurotieism derived from 17 tests, but his ratings
did not agree better than chance with those of a
group of psychiatrists.
4. Positive correlations (typically around .70) between handwriting characteristics and intelligence
were found using a variety of subjects and intelligence criteria. Many studies have been done to
test this relationship.
In a classical study by Ruth Munroe in which she
analyzed the personality of one college student, substantial agreement was obtained between graphology and
two other projective techniques, the Rorschaeh test and
spontaneous drawings [8].
Though there are many other positive assessments of
the validity of graphology as a psychodiagnostic tool,
there are also studies that did not support its validity
[2]. These contrary findings together with often low
validity ratings should cause the new user of graphology
to approach it carefully. Wolfson summed up her investigation of graphology and its validity: "Altogether,
research findings appear to favor as psychologically
most tenable and fruitful the hypothesis that handwriting expression and personality functioning are intricately related, but the problem of handwriting as a
testing device persistently raises obstacles to quantification and interpretation" [15, p. 427].
Studies of reliability of graphology are scant. Between
1933 and 1960 Fluckiger, Tripp, and Weinberg [2]
found only two studies of intra-judge reliability. Both
studies produced low reliability coefficients. The reviewers found four studies of inter-judge reliability,
but because of differing conditions under which the
GRAPHOLOGY: A NEW MARKETING RESEARCH TECHNIQUE
judgments were made, assessment was difficult. They
concluded that "judges agree when the scoring categories are crude and simple or when they are defined
clearly in quantitative terms" [2, p. 73].
Recently, Galbraith and Wilson [4] conducted an investigation of inter-judge reliability. They had three
trained judges to examine for five personality traits
handwriting samples of 100 subjects. Reliability coefficients ranged from .61 to .87 (the greater agreements
being significant at the .05 level).
GRAPHOLOGY IN BUSINESS
Banking has always relied on handwriting analysis
for identifying signatures as genuine or forged. Some
banks in Cleveland, Denver, and San Francisco are experimenting with it as a check for credit risks [13].
George Rast [12, p. 78], a bank vice president, states:
A credit manager has an added 'ace in the hole'
if he can discern from handwriting that a credit applicant has pride, an ethical approach to problems and
is orderly and well balanced. If, on the other hand,
a specimen of writing showed vanity, excessive generosity or extravagance, ostentation and impulsiveness, the credit manager would do well to think twice
before granting an unsecured loan.
Personnel administrators also are considering graphology. A large manufacturer, for example, has been conducting a systematic study of graphology in personnel
selection for attempting to identify creative marketing
talent [13]. It is quite pleased with its efi'orts which
showed graphological evaluations to be related to actual
performance and job success.
In another instance the handwritings of employees of
18 companies were examined for dishonesty [1]. Fourteen employees were labeled by the graphologist as dishonest; this figure was confirmed by the employers.
Moreover, an honest person was never classified as dishonest.
Frederick reports that graphology is used by European personnel management [3]. Here the graphologists
are trying to identify effective leaders and potential
supervisors. Finally, through analysis of handwriting specimens, as well as the writing paper and word
usage, Plog developed an index of literacy for letters
received by the editor of the Boston Herald [10].
Graphology for Marketers
It was shown earlier that graphology is a projective
technique for revealing personality elements. It also may
be a valuable research tool to those marketers who
view personality as a variable of consumer behavior.
In some cases the marketer may find graphology more
useful than another projective technique; in many cases
it will be used as a supplement to exploratory research.
The application of handwriting analysis to marketing
research, like most projective tools, is limited only by
365
the marketer's imagination and skill. The suggestions
made are only to create an awareness of the possibilities.
Graphology is useful for personality description whenever an adequate handwriting specimen is available.
Thus, a marketer may discover personality characteristics, for example, for the following groups.
Users and applicants for credit. For retail businesses
such as department stores and service stations that rely
on credit for much of their business, graphoanalysis of
credit application forms should be valuable. It might be
most productive to first graphoanalyze the applications
of people who already have favorable credit ratings
as well as those who have been rejected. The study
should produce some personality-based guidelines for
accepting or rejecting credit applications. These guidelines would then form the structure for an ongoing
graphoanalytical credit acceptance program. By looking for personality characteristics believed to be associated with credit risk, losses may be reduced.
Purchasers of durable and semi-durable goods. Most
durable goods manufacturers require the purchaser to
complete and return a warranty card. Typically, the
information on these cards is used for marketing research purposes. Assuming they contain an adequate
amount of handwriting, which can be required, graphoanalysis of the cards may reveal additional valuable
data about the people buying a given product. The data
may reveal a typical personality type attracted to the
product or the stores from which the item is purchased.^
Durable goods are often produced with a personality
type in mind. Graphoanalysis of the warranty cards can
provide a check on such product strategy. The resulting
data also may aid in the refinement of advertising strategy since advertisements are often developed for specific personality types.
Respondents to contests. Each year millions of consumers complete contest entry blanks "in 25 words or
less." Examination of the resulting handwriting specimens might indicate personality characteristics of people
who (a) consume the sponsors' products, (b) like contests, or (c) respond to the particular advertising medium in which the contest appeared. Additional research
probably would be necessary to find the degree of overlap among these three kinds of people.
Writers of letters with complaints, compliments or
requests for information. Marketers frequently receive
letters from irate as well as satisfied consumers. Graphoanalysis of these letters might show the type of personality that is satisfied or dissatisfied with the product. Too,
it may give an indication of the kind of person that generally writes complaint letters.
Requests for information are also a useful source of
market data. The handwriting in these requests should
give some clues to the personality types showing an
interest in a marketer's product offering.
' Store-related information can be returned to the various
retailers so they may use it in sharpening their marketing
strategies.
366
JOURNAL OF MARKETING RESEARCH, NOVEMBER 1967
Respondents of any questionnaire. The typical marketing research questionnaire that asks the respondent
to answer a series of questions (usually via mail) can
offer much additional information if graphology is used.
Not only does the marketer receive the answers he
sought, but also much data about the person completing
the questionnaire. For example, the diaries required of
consumer panelists should contain much information
about the panel if handwriting analysis is applied.
Writers of merchandise orders. Graphoanalysis of
completed order blanks for merchandise may reveal
valuable data about the personality of those using a
catalog and those who prefer certain products offered
in the catalog. A manufacturer or wholesaler could also
get some idea of the personality make-up of retailers
who do business with him by examining the written
orders from them.
Though unrelated to consumer research, it seems appropriate to mention that a check on the personality of
one's salesmen is possible by periodic graphoanalysis
of order forms they complete or other written materials,
such as itineraries. If a periodic examination is made
of a salesman's handwriting, it may be possible to note
serious changes in his personality that might hamper his
effectiveness.
Miscellaneous written materials. Finally, it may be
possible to obtain personality information about persons,
for example, who sign in at motels and hotels and who
buy insurance at air terminals. The applications usually
required for life and casualty insurance purchases might
furnish important additional insurance guidelines if
graphoanalysis is applied.
WHY USE GRAPHOLOGY?
Graphology may be used instead of another projective
technique to supplement other projective techniques or
other standard marketing research methods. In any case,
graphology offers a number of advantages.
Handwriting specimens are usually available or easily
obtained. Consequently, when personality data are required about a group of consumers, the planning and
execution of a long research project may be unnecessary.
A simple graphoanalysis of existing handwriting (such
as warranty cards) may provide the needed information.
Obviously, much money and time are saved.
Handwriting specimens are often by-products of other
market research instruments. Yet, much information
about respondents can be found in these specimens, and
additional valuable information is learned about consumers at minor costs. (The only costs would be for
analysis and interpretation.) This advantage of graphoanalysis should encourage the marketing researcher to
seek more written responses instead of oral responses.
Handwriting is almost impervious to fraud. Falsification is common among many personality inventories and
projective techniques, but handwriting is difficult to
distort.
A handwriting specimen can be obtained without respondent knowledge of its purpose. Thus it discourages
faking and eliminates test jitters that often occur
among respondents, and it minimizes respondent disinterest and impatience with abstract tests such as the
Rorschaeh or Thematic Apperception Test.
Finally, handwriting specimens are available for
reference. They can be reexamined for additional data
or compared with later specimens.
Problems in Graphology
A major problem in using graphology for marketing
research is obtaining acceptance. Even open-minded researchers may feel a sense of embarrassment about a
technique equated with such unscientific practices as
palmistry and astrology. A similar feeling, however,
probably was experienced by the first marketing researchers who attempted to use TAT pictures. Even if
researchers find graphology useful, they may have difficulty selling its results to management.
Another serious problem is the reliability and validity of graphology; there is little substantial evidence
about these factors. Thus, the researcher intending to include graphology in his tool kit must do so cautiously
and open-mindedly. He should not be frightened because the technique is not perfect. His application of
it can enhance its quality. Had earlier market researchers ignored other projective techniques because of
warnings of validity and reliability (see, for example,
[11]), market research would not be so advanced.
There are some inherent technical problems in using
graphology in market research. Obtaining adequate
handwriting samples will require special attention. There
is a tendency to make warranty cards and research questionnaires, for example, more simple (often to the
point that they require only checkmarks). Here graphology would be useless. So, the market researcher must
decide if the data generated by graphoanalysis merits
written warranty cards and questionnaires.
Further, there is the question of who actually did
the writing on, for example, the warranty cards. Was it
the purchaser, another member of the family, or the
salesman who sold the goods?
Also, people tend to print or type responses, particularly if such instructions are given. If graphology is to be
used, the instructions must be changed to require a
handwriting sample and perhaps, even a signature
to validate the handwriting.
Assuming a firm does wish to use graphology as a
market research technique, there is still the problem
present when the use of any new projective technique
is attempted, that is, finding personnel who can properly
use it. Few marketing researchers wHl probably be
skilled in graphoanalysis. Certified Graphoanalysts and
Master Graphoanalysts can be found by contacting the
International Graphoanalysis Society (Chicago). Also,
many psychologists at universities are qualified to give
assistance with graphoanalysis. Finally, there are
367
GRAPHOLOGY: A NEW MARKETING RESEARCH TECHNIQUE
graphoanalysts already in medicine, law enforcement,
banking, etc., that might welcome the chance to practice
with marketing problems.
CONCLUSIONS
4.
5.
Marketers frequently need data about the personalities of their consumers. Graphoanalysis may furnish
this information easily, quickly, and inexpensively.
Convincing marketers of the value of graphology will
be difficult. Though problems involved in its application are not insurmountable, they are serious. This fact,
combined with graphology's history, no doubt will discourage many marketing researchers.
Perusal of the literature indicates that graphology is
quickly obtaining a reputable status among psychologists
as a projective technique. It is also significant, that despite the problems of use, businessmen are using and experimenting with graphology in nonmarketing functions.
There is, however, no evidence of its use by marketers. Whether graphology becomes another market research technique depends primarily on the marketer
realizing that he, too, is a behavioral scientist whose
efforts need not follow behavioral scientists.
13.
REFERENCES
14.
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(January 1961), 67-90.
3. Calvin J. Frederick, "Some Phenomena Affecting Hand-
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Morris J. Gottlieb, "Segmentation by Personality Types,"
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T. Stein Lewinson, "An Introduction to the Graphology of
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