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

Consumer disposition Theories - Essay ExampleHorney 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 & behavioral freedom from others, desires independence, self-sufficiency and freedom from obligations. Cohens Extension Study - In further extending Horneys classification, Cohen posited the relationship between the 3 orientations and consumer behavior. In the study, Cohen implemented a CAD master (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 - likely given over to respond favorably to products enhancing social relations Aggressi ve - inclined towards products associated with status and successful images Detached - inclined towards products appealing to their independent nature 2.C. Trait possibleness Trait theory proposes the use of traits - Allport defines traits as the attributes that make a somebody 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 strict of traits applicable to all individuals. The three assumptions of this theorya. Assumes that individuals possess relatively stable behavioral tendenciesb. bulk 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 between the 3 orientations and consumer behavior. In the study, Cohen implemented a CAD get over (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 adoption of the Big Five factor model of personality in recent years, congruity in regards to a set of common t