{"id":4037,"date":"2014-05-08T18:22:29","date_gmt":"2014-05-08T18:22:29","guid":{"rendered":"http:\/\/www.marketingteacher.com\/internal-influences-personality\/"},"modified":"2016-05-24T20:13:32","modified_gmt":"2016-05-24T20:13:32","slug":"internal-influences-personality","status":"publish","type":"post","link":"https:\/\/marketingteacher.com\/staging\/5483\/internal-influences-personality\/","title":{"rendered":"Internal Influences – Personality"},"content":{"rendered":"

Internal Influences – Personality<\/h2>\n

Some marketers believe we choose products that express our personalities. Personality is defined as the thoughts, emotions, intentions and behavior that people express as they move through their environment. Personality is unique to individuals, but may be applied to groups, is a combination of characteristics and traits and influences purchasing behaviors. Marketers will use interviews and focus groups to understand personality and how it relates to the purchase of certain products.<\/p>\n

The Five Factor Model Approach to personality identifies five core traits and how they manifest into behavior.<\/p>\n\n\n\n\n\n\n\n\n
TRAIT<\/td>\nMANIFESTATION<\/td>\nPRODUCT \/ SERVICE<\/td>\n<\/tr>\n
Extroversion<\/td>\nPrefer to be with others, talkative, bold, outgoing<\/td>\nAirline tickets, beer<\/td>\n<\/tr>\n
Stability level<\/td>\nFrom even tempered to and moody and temperamental<\/td>\nTime share vacation home, fast sports car<\/td>\n<\/tr>\n
Agreeableness<\/td>\nKind, sympathetic, polite<\/td>\nProducts that give money to charity<\/td>\n<\/tr>\n
Openness to Experience<\/td>\nImaginative, creative, open to new ideas<\/td>\nArt<\/td>\n<\/tr>\n
Conscientiousness<\/td>\nCareful, precise, organized<\/td>\nWashing machine<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Other personality traits that translate into consumer behavior purchases:<\/p>\n