MKT-3020 Lecture Notes - Lecture 6: Sigmund Freud, Trait Theory, Psychographic
13 Mar 2018
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Individual difference variables: description of how individual consumers differ according to specific trait patterns of behavior: marketing managers are interested in identifying consumer characteristics that are associated with the likelihood of purchasing products. Personality is unique to an individual: consumers differ in personalities though some characteristics or traits can be shared across individuals, 2. Personality can be conceptualized as a combination of specific traits or characteristics: 3. Personality traits are relatively stable and interact with situations to influence behavior: though personality traits are consistent across situations, situational influencers and traits greatly influence specific behaviors. And impatient person in a crowded restaurant: 4. Some people can be described as conscientious with their (cid:449)ork, (cid:373)ea(cid:374)i(cid:374)g the(cid:455)"re orga(cid:374)ized, effi(cid:272)ie(cid:374)t, a(cid:374)d pre(cid:272)ise i(cid:374) (cid:449)hat they do. Many other people can be described as conscientious and it can help describe characteristics of a group of customers. Idiographic perspective: approach to personality that focuses on understanding the complexity of each individual consumer.
