Chapter 5. Personality and Consumer Behavior. What is Personality?. The inner psychological characteristics that both determine and reflect how a person responds to his or her environment. The Nature of Personality. Personality reflects individual differences
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Personality and Consumer Behavior
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment.
A personality trait that measures the level or amount of novelty or complexity that individuals seek in their personal experiences. High OSL consumers tend to accept risky and novel products more readily than low OSL consumers.
A personality trait similar to OSL, which measures a consumer’s degree to variety seeking
Exploratory Purchase Behavior
object or product category
Consumers who are compulsive buyers have an addiction; in some respects, they are out of control and their actions may have damaging consequences to them and to those around them.
Modification or changing of the self by which consumers use self-altering products or services to conform to or take on the appearance of a particular types of person (e.g., a biker, a physician, a lawyer, a college professor).
A pattern of behavior expected of an individual in a specific social position, such as mother, daughter, teacher, lawyer. One person may have a number of different roles, each of which is relevant in the context of a specific social situation.