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Consumer Personality Theories - Essay Example

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Summary
Personality can be described as the psychological characteristics that both determine and reflect how a person responds to his or her environment. Although personality tends to be consistent and enduring, it may change abruptly in response to major life events, as well as gradually over time.
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Consumer Personality Theories

Download file to see previous pages... Horney classified 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.
Detached Personality - one who seeks emotional & behavioural freedom from others, desires independence, self-sufficiency and freedom from obligations.
Cohen's Extension Study - In further extending Horney's classification, Cohen posited the relationship between 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).

Cohen's Hypothesis - Cohen propounded that consumers can be classified into:-
Compliant - likely 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 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 theory:
a. Assumes that individuals possess relatively stable behavioral tendencies

b. 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:-
Cohen's Extension Study - In further extending Horney's classification, Cohen posited the relationship between 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 theory:
With the adoption of the Big Five factor model of personality in recent years, congruity in regards to a set of common t ...Download file to see next pagesRead More
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