MKTG 35035 Chapter Notes - Chapter 6: Trait Theory, Simple Living, The Nice
19 Feb 2020
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In chapter five, we talked about three temporary or situational factors that can explain why different consumers make different decisions: motivation, involvement and emotion. What this means is that personality is the things that make you unique, the things that makes you different from the people around you. And they influence the way you interact with the people around you and with the environment around you on an ongoing basis. So your unique personality is made up of a whole series of traits, some of which you are very strong in, some of which you are very weak in, and some of which you"re in the middle in. Collectively, that measure was likely trying to capture individual differences in a specific personality trait: some researchers have tried to capture individual differences in personality across a small number of big, broad personality traits.
