Personality theories-freudian theory and trait theory

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Questions on personality and Consumer Behavior

1. How would you explain the fact that, although no two individuals have identical personalities, personality is sometimes used in consumer research to identify distinct and sizeable market segments?

2. Contrast the major characteristics of the following personality theories: (a) Freudian Theory (b) Neo-Freudian Theory and (c) Trait Theory. Explain how each theory is applied to the understanding of consumer behavior.

3. Describe personality trait theory. Give 5 examples of how personality traits can be used in consumer research.

4. How can a marketer of cameras use research findings that indicate a target market consists primarily of inner-directed or other-directed consumers? Of consumers who are high (or low) on innovativeness?

Reference no: EM132214945

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