Consumer Behavior - Trait Theory and the Big Five Personality Factors

Flashcards covering key concepts from the lecture notes on Trait Theory and the Big Five Personality Factors as they relate to consumer behavior.

What are the Big Five personality factors in consumer behavior?

Openness, conscientiousness, extraversion, agreeableness, and neuroticism.

How does openness influence consumer behavior?

Consumers high in openness are more likely to try new products and be receptive to innovative marketing.

What characteristic is associated with conscientiousness in consumers?

Organization, self-discipline, and focus on achievement.

How do extraverted consumers respond to marketing?

They are more influenced by social proof and are responsive to experiential marketing.

What does agreeableness in consumers lead to?

Higher trust in brands and responsiveness to relationship-based marketing.

How does neuroticism affect consumer purchasing behavior?

Consumers high in neuroticism may be risk-averse and prefer familiar options.

What is a limitation of using the Big Five personality traits for marketing?

Oversimplification and potential stereotyping of individuals based on personality.

Why is market segmentation based on the Big Five useful?

It allows marketers to create customized marketing messages that align with distinct personality profiles.

What may highly conscientious consumers prioritize when choosing brands?

Quality, reliability, and value.

What is the potential downside of using personality traits in consumer segmentation?

It may lead to discriminatory marketing practices and failing to recognize diversity.