MAR 4503 Lecture Notes - Lecture 13: Conscientiousness, Neuroticism
Document Summary
If true, marketers should take advantage of this. Trait: predispositions/ differences among people as measured by adjectives and phrases. Personality may temper or accentuate the effects given on a situation. An internal tension state that activates goal directed behavior. Biogenic needs common to all people. Approach approach conflict: two course of action, drawn to each. Consumer can only have one, gives up on the other. Avoid avoid conflict: two courses of action, averse to each. Consumer must take one, thought may not like it. Approach avoid conflict: one course of action, drawn to it and repelled by it.