Consumer Personality Theories Essay Example | Topics and Well Written Essays - 1250 words

Consumer Personality Theories - Essay ExampleHorney class individuals, on the context of child-parent relationship, as either-Compliant Personality - one who desires to be loved, wanted, and appreciated by others. Aggressive Personality - one who moves against or competes with others, desires to excel and win admiration. uninvolved Personality - one who seeks stimulated & behavioural freedom from others, desires independence, self-sufficiency and freedom from obligations. Cohens Extension Study - In further extending Horneys classification, Cohen posited the relationship among the 3 orientations and consumer bearing. In the study, Cohen implemented a CAD scale (a Likert-type instrument of thirty-five items) measuring 15 items based on product usage, brand usage, and media preferences (Berkman and Gilson). Cohens Hypothesis - Cohen propounded that consumers can be classified into-Compliant - potential inclined to respond favorably to products enhancing social relations Aggressive - inclined towards products associated with status and successful images Detached - inclined towards products appealing to their independent nature 2.C. Trait Theory Trait theory proposes the use of traits - Allport defines traits as the attributes that make a person functional and identify the given person (Berkman and Gilson) - as the factors that construct spirit and by which behavior is influenced. Berkman and Gilson indicated that there is no consensus as to a set of traits applicable to all individuals. The terzetto assumptions of this theorya. Assumes that individuals possess relatively stable behavioral tendenciesb. People differ in... Social-psychological theorists assert that social factors ought to be considered the key determinants of personality (Engel and Blackwell). Karen Horney, a proponent of the social-psychological theory, further developed the theory through her taxonomy of personality orientation. Horney classified individuals, on the context of child-parent relationship, as either-Cohens Extension Study - In further extending Horneys classification, Cohen posited the relationship surrounded by the 3 orientations and consumer behavior. In the study, Cohen implemented a CAD scale (a Likert-type instrument of thirty-five items) measuring 15 items based on product usage, brand usage, and media preferences (Berkman and Gilson).Trait theory proposes the use of traits - Allport defines traits as the attributes that make a person functional and identify the given person (Berkman and Gilson) - as the factors that construct personality and by which behavior is influenced. Berkman and Gilson indicated that there is no consensus as to a set of traits applicable to all individuals. The three assumptions of this theoryWith the bankers acceptance of the Big Five factor model of personality in recent years, congruity in regards to a set of common t