Personality and the Determinants of Product Choice

摘要: Market segmentation according to amount of product usage, demographics, social class, personality, and attribute preference has been suggested in the literature [7, 8, 10, 17], but role personality determining choices is particularly controversial. Attempts show that purchasers different products or brands have traits met with limited practical success, although a relationship between usage various buyer's profile shown [13]. If users personalities (and nonpsychological characteristics) thus respond more appeals structured their particular needs, they might purchase same for reasons. attributes determine are somehow related structures, specific be aimed at types. Ideally, an entire marketing mix could designed psychological segments, if types people not only want product, also expose themselves media, live locations, so forth. However, even without isolating directed as market segments still achieve stronger effects than bland ones mass market.