Question

When using personality characteristics as a market segmentation variable, marketers generally

a) conduct personality assessments of their potential target market to determine which personality characteristics they possess.
b) use research developed by clinical psychologists to determine which personality characteristics consumers using their products are most likely to have.
c) use generic characteristics that all members of the population have.
d) use a positively viewed characteristic they assume much of their target market has or would like to have.
e) conduct a series of focus groups to determine both the positive and negative characteristics members of their target market are perceived to have.

Answer 1

Marketers typically use a positively viewed characteristic they assume much of their target market has or would like to have for personality-based market segmentation. Understanding personality traits, such as the Big Five, and the influence of culture on these traits is key to tailoring marketing strategies effectively.

Step-by-step explanation:

When using personality characteristics as a market segmentation variable, marketers generally use a positively viewed characteristic they assume much of their target market has or would like to have. Marketers use this method because it allows them to tailor their marketing strategies to appeal to the aspirational aspects of consumer behavior, encouraging consumers to identify with the positive traits embodied by their brand or product. This approach is more practical than conducting personality assessments of potential markets or relying solely on research developed by clinical psychologists.

Understanding personality in market segmentation also involves acknowledging cultural differences. For example, traits that are valued in individualist cultures, like independence and competition, may differ from traits valued in collectivist cultures, which emphasize social harmony and group needs. The Big Five personality traits (openness, conscientiousness, extraversion, agreeableness, and neuroticism) can offer a framework for considering personality in marketing, but it's important to adapt this to different cultural contexts.

Candidate analysis and testing use personality assessment tools to evaluate whether individuals have the right traits for specific roles within organizations, and similarly, marketers must consider how personality characteristics shape consumer behavior and preferences.