SPMT 370: CONSUMER & BRAND PERSONALITY
(UNIT 2)
Two Major Influences on Consumer Behavior are: - Answers -- Who we are, and what
we think of ourselves
AND
- Who product brands are...Influence what we think of them
Personality - Answers -the totality of thoughts, emotions, intentions, tendencies, and
behaviors that a person consistently exhibits as they adapt to the environment
Personality is unique to a(n) ___ - Answers -individual
Personality can be conceptualized as a ___ - Answers -combination of specific traits or
characteristics.
Personality traits are relatively ___ - Answers -stable and interact with situations to
influence behavior
Trait-Approach to Personality - Answers -the approach in personality research that
focuses on specific consumer traits as motivators of various consumer behaviors
Trait - Answers -the distinguishable characteristic that describes one's tendency to act
in a relatively consistent manner
Five-Factor Model of Personality - Answers -the multiple-trait perspective that proposes
that the human personality consists of five traits:
5 Traits of the Five-Factor Model - Answers -- Extraversion
- Agreeableness
- Openness to Experience
- Stability (Neuroticism)
- Conscientiousness
Extraversion - Answers -- talkative
- outgoing
- social
Agreeableness - Answers -- cooperative
- kindhearted
- sympathetic
Openness to Experience - Answers -- creative
- open to new ideas
(UNIT 2)
Two Major Influences on Consumer Behavior are: - Answers -- Who we are, and what
we think of ourselves
AND
- Who product brands are...Influence what we think of them
Personality - Answers -the totality of thoughts, emotions, intentions, tendencies, and
behaviors that a person consistently exhibits as they adapt to the environment
Personality is unique to a(n) ___ - Answers -individual
Personality can be conceptualized as a ___ - Answers -combination of specific traits or
characteristics.
Personality traits are relatively ___ - Answers -stable and interact with situations to
influence behavior
Trait-Approach to Personality - Answers -the approach in personality research that
focuses on specific consumer traits as motivators of various consumer behaviors
Trait - Answers -the distinguishable characteristic that describes one's tendency to act
in a relatively consistent manner
Five-Factor Model of Personality - Answers -the multiple-trait perspective that proposes
that the human personality consists of five traits:
5 Traits of the Five-Factor Model - Answers -- Extraversion
- Agreeableness
- Openness to Experience
- Stability (Neuroticism)
- Conscientiousness
Extraversion - Answers -- talkative
- outgoing
- social
Agreeableness - Answers -- cooperative
- kindhearted
- sympathetic
Openness to Experience - Answers -- creative
- open to new ideas
