What are personality traits, and how do they affect purchase behavior? Explain with an example
What will be an ideal response?
Personality refers to the unique psychological characteristics that distinguish a person or group. Personality is described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing consumer behavior for certain product or brand choices. Consumers are likely to choose brands with personalities that match their own. A brand personality is the specific mix of human traits that may be attributed to a particular brand. One researcher identified five brand personality traits: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Most well-known brands are strongly associated with one particular trait: the Ford F150 with "ruggedness," Apple with "excitement," the Washington Post with "competence," Method with "sincerity," and Gucci with "class" and "sophistication." Hence, these brands will attract persons who are high on the same personality traits.
You might also like to view...
Studies show that __________ of night-shift workers report falling asleep at least once a week while on the job.
A. 10 to 30 percent B. 30 to 50 percent C. 50 to 70 percent D. 70 to 90 percent
If the use of a product carries an obvious risk, the manufacturer will not be held liable for injuries that result from ignoring the risk
a. True b. False Indicate whether the statement is true or false
Which of the following is the most commonly used liquidity ratio?
A. Inventory turnover ratio B. Debt ratio C. Debt to equity ratio D. Current ratio
If the forecast is 25 and the actual value is 25, then the error this period is ________
Fill in the blank with correct word.