A Consumer Researcher Concentrates on Understanding Distinguishable Characteristics That Describe

question 144

Multiple Choice

A consumer researcher concentrates on understanding distinguishable characteristics that describe a consumer's tendency to act in an relatively consistent manner. For example, she studies consumer characteristics such as materialism, innovativeness, and need for cognition and their impact on consumers' purchase behavior. Which approach to studying personality is this researcher using?

• A) motivational research
• B) trait approach
• C) psychoanalytic approach
• D) ego approach
• E) visceral approach