MCS 2600 Chapter Notes - Chapter 5: Novelty Seeking, Ethnocentrism, Sensation Seeking
30 Oct 2013
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Although marketers cannot change consumers" personalities to conform to their products, if they know which personality characteristics influence specific consumer responses, they can attempt to appeal to the relevant traits inherent in their target group. Personality changes not only in response to abrupt events but also in part of a gradual maturing process. Non-freudians believed social relationships are fundamental to the formation and development of personality. Adler- style of life- placed emphasis on individuals efforts to overcome feelings of inferiority. Horney- anxiety- 3 personality groups: compliant, aggressive, detached trait theory. Sensation seeking- trait characterized by need for varied, novel, and complex sensations and experience, and the willingness to take physical and social risks for the sake of such experience. Consumer ethnocentrism scale cetscale successful in identifying consumers with a predisposition to accept or reject foreign made products and has been shown to be a reliable measure in both the us and other nations.
