Consumer behavior s.6

Question 1

The origin of trait approach :

Answer 1

Allport (1936), it is looking for a factor that is a cluster of items to explain & predict behaviors. It is a factor analytical method and a statistical analysis.

Question 2

most widely accepted:

Answer 2

The big five: open, extroverted, conscientious, stable (neuroticism), agreeable
the most controversial one is open.

Question 3

5 essentail questions for OCEAN:

Answer 3

1. Extroversion: Is X active & dominant or passive & submissive (can I bully X , or will X try to bully me?)
2. Agreeableness: is X agreeable (warm, pleasant) or disagreeable (cold, distant)
3. Conscientiousness ( Can I count on X (is he responsible and conscientious or undependable and negligent?)
4. Neuroticism (is X crazy (unpredictable) or sane (stable)?
5. Openness or intellect : is X smart or dumb ?, how easy will it be for me to teach X?