Question: Marketers are interested in understanding how personality influences consumption behavior. Such knowledge will enable marketers to better understand consumers and to segment and target those

Marketers are interested in understanding how personality influences consumption behavior. Such knowledge will enable marketers to better understand consumers and to segment and target those consumers who are likely to respond positively to their product or service communications. Describe FIVE (5) personality traits that have been useful in differentiating between consumer innovators and noninnovators.

FIVE (5) personality traits

1.Consumer innovativeness

2.Consumer dogmatism

3.Social character

4.Need for uniqueness

5.Optimum stimulation level

[25 Mark]

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