English

Personality Factors of Consumers

Estimated time: 5 minutes

CISCE: Class 12

Key Points: Personality Factors of Consumers

Motivational research studies the hidden and unconscious needs of consumers to design effective advertisements and promotional strategies.
Personality traits like innovativeness, dogmatism, and desire for novelty influence acceptance of new products.
Inner-directed consumers rely on their own judgement, while other-directed consumers depend on social approval in buying decisions.
Consumers with high need for cognition prefer detailed product information, whereas others are influenced by celebrities and attractive ads.
Ethnocentrism affects buying behaviour; some consumers prefer domestic products, while others evaluate foreign products objectively.