MKT 400 Study Guide - Final Guide: Marketing Buzz, Guerrilla Marketing, Trait Theory
Document Summary
Personality exhibits a number of distinct qualities, including: personality is unique to an individual. Helps distinguish consumers: personality can be conceptualized as a combination of specific traits/characteristics, personality traits are relatively stable & interact with situations to influence behavior, specific behaviors can vary across time. Knowing personality traits does not allow us to predict a specific behavior. Trait a distinguishable characteristic that describes one"s tendency to act in a relatively consistent manner. Nomothetic perspective variable centered , focuses on specific traits that exist across a number of consumers. Idiographic perspective focuses on the total person and the uniqueness of a specific person. Single-trait approach focuses on one particular trait. Multiple-trait approach focuses on a combination of traits. Value consciousness - maximizing what is received from a transaction compared to what is given. (ex: redeeming coupons, the resources that they devote to transactions and to the benefits they receive) Materialism - extent to which material goods are important.
