When Using Personality Characteristics as a Market Segmentation Variable, Marketers

question 180

Multiple Choice

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.

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Definitions:

Affection

A gentle feeling of fondness or liking towards someone or something, often displayed through physical or verbal expressions.

Authoritative

Commanding and self-assured; used to describe someone or something that is recognized as being in control or an expert.

Indulgent

Characterized by yielding to the desire to satisfy one's own needs or wishes; often associated with leniency or permissiveness.

Hot

Subjectively experienced or described as having a high temperature or giving off heat.