Temperament theory
DESCRIPTION
A theory that models human behavior into personality types, where it predisposes individuals to think, act, relate, learn, and be motivated in systematically varying ways.
A theory that models human behavior into personality types, where it predisposes individuals to think, act, relate, learn, and be motivated in systematically varying ways.
KEY INSIGHTS
Temperament theory falls within the realms of behavioral studies and psychological influences on personalities. The different dimensions of temperament, such as emotionality and sociability, are tested in research for their influence on receptivity to marketing communication activities, such as advertising responses, consumer preferences and lifestyles (Moore and Homer 2000).
Temperament theory falls within the realms of behavioral studies and psychological influences on personalities. The different dimensions of temperament, such as emotionality and sociability, are tested in research for their influence on receptivity to marketing communication activities, such as advertising responses, consumer preferences and lifestyles (Moore and Homer 2000).
KEYWORDS Personality, behavior
IMPLICATIONS
As marketing involves a study of consumer psychology in understanding behavior, attitudes, and forecasted actions, a greater knowledge of temperament theory-based research on personality types may potentially provide the marketer with fresh insights which are ultimately useful for developing segmentation and positioning strategies.
As marketing involves a study of consumer psychology in understanding behavior, attitudes, and forecasted actions, a greater knowledge of temperament theory-based research on personality types may potentially provide the marketer with fresh insights which are ultimately useful for developing segmentation and positioning strategies.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
Penrose, Edith Tilton (1995). The Theory of the Growth of the Firm. Oxford: Oxford University Press.
Penrose, Edith Tilton (1995). The Theory of the Growth of the Firm. Oxford: Oxford University Press.
Marketing Management
Volkema, R. J., and Gorman, R. H. (1998). ‘The Influence of Cognitive-Based Group Composition on Decision-Making Process and Outcome,’ Journal of Management Studies (Oxford), 35(1), 105–121.
Volkema, R. J., and Gorman, R. H. (1998). ‘The Influence of Cognitive-Based Group Composition on Decision-Making Process and Outcome,’ Journal of Management Studies (Oxford), 35(1), 105–121.
International Marketing
Samli, A. Coskun (1995). International Consumer Behavior: Its Impact on Marketing Strategy Development. Westport, Conn.: Quorum Books.
Samli, A. Coskun (1995). International Consumer Behavior: Its Impact on Marketing Strategy Development. Westport, Conn.: Quorum Books.
Marketing Research
Walle, A. H. (2001). ‘Machiavelli, Humanistic Empiricism and Marketing Research,’ Management Decision, 39(5/6), 403–406.
Walle, A. H. (2001). ‘Machiavelli, Humanistic Empiricism and Marketing Research,’ Management Decision, 39(5/6), 403–406.
Consumer Behavior
Grubb, Edward L., and Grathwohl, Harrison L. (1967). ‘Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach,’ Journal of Marketing, 31(4), 1, October, 22–27.
Grubb, Edward L., and Grathwohl, Harrison L. (1967). ‘Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach,’ Journal of Marketing, 31(4), 1, October, 22–27.
BIBLIOGRAPHY
Moore, D. J., and Homer, P. M. (2000). ‘Dimensions of Temperament: Affect Intensity and Consumer Lifestyles,’ Journal of Consumer Psychology, 9(4), 231–232.
Moore, D. J., and Homer, P. M. (2000). ‘Dimensions of Temperament: Affect Intensity and Consumer Lifestyles,’ Journal of Consumer Psychology, 9(4), 231–232.
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