Personal Characteristics Genetics Race Gender Age Personality

The problem with over- generalizing

Personality A consistent way the individual reacts with the environment Freudian theory –Id, Superego, Ego Trait Theory

Usefulness of Personality Concepts in Marketing Decisions Understanding needs and wants: –Perceived needs and wants are related to personality traits for some product types Understanding decision processes –Some elements of the decision process may receive more or less attention, based on personality traits

Usefulness of Personality in Marketing Decisions, continued Target segments –Some segmentation schemes may be based on personality traits E.g. new product aimed at people with high tolerance for ambiguity –It depends on the type of product