Management and Organizational Studies 3321 Study Guide - Final Guide: Tokenism, Trait Theory, Individualism

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Sex and gender: di erence in sex-based behaviours: Personality and lifestyle: food preferences, information search, information processing (piece of info vs. **gender has little to nothing to do with our personality. Interacts with situational factors to in uence thoughts, feelings and behaviour. Personality market research: understand what leads to di erent personality traits (genetics, environment, social interaction, develop scales to measure individual di erences, develop a meaningful classi cation scheme to describe di erences between people (ex. Big five: evaluate whether individual di erences predict theoretically-relevant responses. Trait theory: we can measure the level of any personality trait within an individual . Those high in sensation seeking prefer experiential over material purchases. Out-going vs shy: agreeableness: the degree to which we defer to other people (ex. Unkind: neuroticism (emotional instability): how well a person copes with stress. Brand personality: the set of human characteristics associated with a brand (ex.

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