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Chapter 7: Personality

CASE IN POINT 7.1 Personality as revealed by your car(p. 19 !

1. Useful as an in-class discussion activity.

2. Useful as an in-class discussion activity.

3. Useful as an in-class discussion activity.

CASE IN POINT 7. Nestl"#s $ic%ed is nau&'ty but nice(p. 19 !

There are no questions for Case in point 7.2.

CASE IN POINT 7.) $'at *a%es t'e +ealt' see%ers tic%,(p. - !

1. Magazines such as BR ! The Bulletin and ne"spapers such as the#inancial Revie" "ould $e good sources of advertising e%a&ples here.

2. The article descri$es seven core traits of '"ealth see(ers). These are allspiritual*e&otional in nature. Many! in fact &ost! of the characteristics arevery egocentric in nature.

3. Most ans"ers "ill $e $ased on inco&e and occupation! $ut instructorsshould also introduce 'aspiration). These people are &ore li(ely to confor&"ith +B characteristics.

CASE IN POINT 7. Australian +o*en let t'eir 'air do t'etal%in& (p. -9!

+ll the questions here &a(e good group discussion points. The central issue

is a$out out"ard appearance and ho" "e feel a$out the "ay "e loo(.

CASE IN POINT 7. T'e co**on touc' not +'at#s needed(p. 1-!

1. The article discusses the issue of consu&ers '$eing seen) "hilepurchasing or using a product. The e%perience is part of the $uyingprocess for &any. The ,nternet cannot create this.

2. This is so&e"hat si&ilar to uestion . ,t is the 'e%perience) and e&otionalsatisfaction of the purchase situation that is i&portant.

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3. This is a useful discussion question. The instructor &ay use e%a&ples ofpeople in particular outfits 1so&e $randed so&e not3 to have studentsidentify the personality characteristics of the "earer.

CASE IN POINT 7./ 0arley 'its t'e road +it' irst outdoor ads(p. 1 !

1. 4lder! &ature! successful &ales appear to $e 5arley-6avidson)s target.

2. The $rand reflects freedo&! attitude and a sense of $eing in control and&ature.

3. The $rand personality appeals to the consu&er)s personality traits.

2E3IE$ 45ESTIONS (p. 1/!1. Refer to page 8.

2. Refer to pages 2- 9.

3. Refer to pages 7- :.

4. Refer to pages :- .

5. Refer to page 28 .

6. Refer to page 28;.

7. Refer to page 28;.

8. Refer to page 2 2.

9. a3 Mercedes-Benz< classic! stylish$3 +rnott)s< relia$le old favouritec3 Chanel< reflection of prestige sensuald3 6avid =ones< conservativee3 antas< +ussie through-and-through

TOPICS 6O2 652T0E2 ISC5SSION (p. 1/!1. This "ould &a(e a good research activity for ho&e"or( or assess&ent.

2. This could $e used as an in-class activity. The instructor could suggest acategory such as 'hair care) products as a focus.

3. This could &a(e a good report topic or s&all group discussion activity. Theinstructor should stress that personality factors are often lin(ed "ith other

psychographic and de&ographic characteristics "hen defining seg&ents.

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4. There is a lot of infor&ation on the ,nternet a$out the Myers-Briggspersonality type test. Refer students $ac( to >etsearch on p. .

5. There is a lot of infor&ation on the ,nternet a$out Murray)s T+T test. Referstudents $ac( to >etsearch on p. .

CASE ST5 8 Personality plus products s%yroc%et sales(p. 1:!

1. ?ersonality is defined and discussed on page 8. Rather thane&phasising a 'definition)! instructors should highlight the fact thatpersonality is a very $road concept it is hard to define. +s the te%t says!'you could read ten $oo(s on the topic and still $e "ondering "hatapproach to personality is the $est@).

hile &ar(eters can group people according to si&ilar personalitycharacteristics! personality itself does not define the needs of consu&ers!that is! "hy they $uy. +s the te%t points out there is also 'no defined lin($et"een personality and actual purchases) 1p. 3. There are! ho"ever!lin(s $et"een "here a person lives and their purchase $ehaviour.6e&ographic characteristics can also $e lin(ed to "here! "hy and ho"people $uy.

The (ey is that 'personality) characteristics are so&e"hat su$Aective andqualitative. 6e&ographic and geographic characteristics are &orequantifia$le and &easura$le.

2. +ns"ers "ill vary here! $ut this "e$site is useful to sho" students ho"aspects of personality are &easured in a + / survey.

http://www.investopedia.com/financial-edge/0609/millionaire-traits.aspx

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