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How is personality rated as a concept in the study of consumer behavior?
AAs the single most powerful predictor of what is bought
BAs the only stable influence across a whole lifetime
CAs a legal requirement in every marketing research plan
DAs one of the least useful concepts in that study
Answer & Solution
Correct answer: D. As one of the least useful concepts in that study
1. Personality is named as one of the least useful concepts in the study of consumer behavior.
2. Even so, some marketers believe it influences the types and brands of products bought.
3. The car, clothes or jewellery a consumer buys may reflect one or more personality traits.
4. Being one of the least useful concepts rules out calling it the most powerful predictor.
5. Gender is the other individual influence that is stable over life, so personality is not the only one.
6. No law requires personality to appear in a research plan.
_Source: OpenStax Introduction to Business (CC BY 4.0), Ch 11 "Creating Products and Pricing Strategies to Meet Customers' Needs", section 11.4 Buyer Behavior_
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