Trait Theory.docx

Trait Theory • Focus on measurement of personality in terms of traits – identifiable characteristics that define a person • Trait - any distinguishing, relatively enduring way in which one individual differs from another. Eg. Extrovert, introvert Personality and Consumer Behavior Traits relevant to consumer behavior • Degree to which a person likes to try new thingsInnovativeness • Amount of emphasis placed on acquiring and owning productsMaterialism • The degree to which a person deliberately monitors and controls the self-image that is projected to others Self-consciousness • The degree to which a person likes to think about a thing and tries to seek the brand information. Need for cognition • Frugal people deny short term purchasing whims, choosing resourcefully to use what they already ownFrugality Personality and Consumer Behavior