Consumer Behavior Exam 3
2023 Update
What is personality? - ANS-Individual differences in characteristic patterns of thinking,
feeling and
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What are trait theories of personality? - ANS--Sum of a set of traits or qualities about a
person, used to predict or explain consumption behavior
-assumes traits are common to many individuals, but the exact combination reflects the
personality of the individual
-traits are relatively stable and exert fairly universal effects of behavior regardless of
environment
-Traits: predispositions/ different among people as measured by adjectives and phrases
ex.) Magnum Chocolate Icecream developed 2 feelings (pink vs. black)
Subsidiary Traits - ANS--Materialism: importance attached to worldly possessions
-Self-Conscious: tendency to worry about self image
Consumer innovativeness: reflects how well a person reacts to something that is "new"
-Need for cognition: tendency to engage in effortful thought
Consumer susceptibility to interpersonal influence: reflects how a consumer responds to
social influence and social approval
-Frugality: frugal people deny short-term purchasing whims and favor cost saving
measures
problems with trait theory in consumer research - ANS--Because consumer researchers
categorize large numbers of consumers according to whether they exhibit various trans,
we apply this approach to segment markets
-Marketing researchers simply have not been able to predict consumers behaviors on
the basis of measured personality traits due to:
-Many scales are not sufficiently valid or reliable
-Psychologists typically develop these tests for specific populations and try to apply
them to more general population
-Tests are not administered under appropriate conditions
-Researchers may make changes and adapt them to their own situations
-Many traits' scales measure gross, overall tendencies
-Marketers ask consumers to respond to many scales with no advance thought about
how they will relate these measures to consumer behavior.
Big 5 Model of personality - ANS--The most scientifically sound way of classifying
personality differences; is the most widely used among research psychologists and has
been widely applied in social psychology and consumer research; individuals
5 dimensions of Big 5 Model - ANS--Openness to Experience: open to new thingsàhigh
score: curious, many interests, imaginative, broad-minded, enjoy novelty. artist and
creative professions; more liberal/tolerant; open to adventure.
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-Conscientiousness: level of structure neededàhigh score: thoughtful, self- controlled,
organize. related to religiosity and healthy behavior.
-Extroversion: tendency to be social & tolerate simulation from other peopleà high
score: excitable, sociable, assertive, talkative, expressive. socialize more, but do not
necessarily tend to have more friends-they indiscriminate.
-Agreeableness: degree to which we defer to other peopleàhigh score: trusting, kind,
high affection, altruistic. positively associated with religiosity, spending time with friends
& having guest; negatively associated with going out to bars, joining clubs.
-Neuroticism: emotionality; how well you cope with stressàhigh score: experiences
emotional instability, high anxiety, sadness, moodiness. Associated with lower rates of
exercise, higher rates of disease, and lower life expectancy.
What is some research showing differences in consumer behavior linked to personality
dimensions - both trait theory and the Big Five? - ANS-
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