LO1. Define personality and know how various approaches to studying personality can be applied to consumer behavior.
Personality and Consumer Behavior
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Personality is defined as the totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as they adapt to their environment. Distinct qualities of personality include the following:
1. Personality is unique to an individual Personality helps distinguish consumers from one another based on the relative amount of characteristics that each exhibits. Consumers differ in their personalities, although some characteristics may be shared across individuals.
2. Personality can be conceptualized as a combination of specific traits or characteristics Your overall personality is a combination of many stable characteristics, or traits.
3. Personality traits are relatively stable and interact with situations to influence behavior Personality traits are expected to remain consistent across situations. The combined influence of situations and traits has been shown to play a large role in influencing specific behaviors (referred to as an interaction between the person and the situation).
4. Specific behaviors can vary across time A major issue in personality research is that simply knowing that a consumer possesses a specific trait does not allow others to predict a specific behavior. For example, knowing that a consumer is “materialistic” does not allow the researcher to predict the exact type of product the person may buy. For this reason, personality researchers often advocate an aggregation approach in which the measurement of specific behaviors occurs over time rather than relying on a single measure of behavior at one point in time.
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Q: Ask students if they like the band, The Black Eyed Peas. If not, what band do they like? What is the difference?
A: Answers will vary. Discuss how personality qualities help explain why one person likes the band while another person does not.
Marketing managers are particularly interested in how consumers differ according to their personalities. The book focuses on two popular approaches: the psychoanalytic approach and the trait approach.
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