A number of studies have examined the role that personality and/or other personal characteristics may have...

A number of studies have examined the role that personality and/or other personal characteristics may have on consumers' media usage. Discuss some of these studies. Do you think that these characteristics may have an impact, or should marketers rely primarily on demographic characteristics?

Solutions

Expert Solution

A marketer must understand that that are vast differences between demographics and psychographics (customer's personality). Demographics tell company “who” can be buyer is, and personality traits tell “why” people will buy. Demographics analyses the quantitative traits of customer such as gender, age, income, education and marital relationship status to analyse the different categories within a population. However the personality traitors of a customer looks at harder to qualify traits such as their attitudes, opinions, beliefs, interests, personality, lifestyle and values which can change as targeted customer age or move up in their careers. The personality traits provide substantial details of insight into the drivers of consumer behavior from numerous different angles. Thus for an effective communication marketer should understand both their demographics and psychographics to ensure that they effectively reach the target audience.

Rahul Sunny answered 1 year ago

Next > < Previous

Related Solutions

a) What is the role of studies of other organisms in understanding the organization and development...

a) What is the role of studies of other organisms in understanding the organization and development of the nervous system? b) What is the advantage for a species of developmental, individual variation?

___________ is when a worker is paid less than other workers because of personal characteristics and...

___________ is when a worker is paid less than other workers because of personal characteristics and not undesirable job characteristics. Compensating wage differential Risk Premium Income inequality Discrimination

Evaluate how personal leadership characteristics may facilitate change management in health care

Studies have examined changes over time in the annual global temperature based on planet-wide recordings. To...

Studies have examined changes over time in the annual global temperature based on planet-wide recordings. To make temperatures at different locations comparable, "temperature anomalies" are computed locally by comparing the local annual sea surface temperature average with the local temperature reference, the 1951-1980 average. The analysis showed that, in each of several time periods, the distribution of local seasonal temperature anomalies was approximately Normal. Because temperature anomalies are computed relative to the 1951-1980 reference period, summer temperature N(0,1). Decades later,...

Successful hotel managers must have personality characteristics often thought of as feminine (such as "compassionate") as...

Successful hotel managers must have personality characteristics often thought of as feminine (such as "compassionate") as well as those often thought of as masculine (such as "forceful"). The Bem Sex-Role Inventory (BSRI) is a personality test that gives separate ratings for female and male stereotypes, both on a scale of 1 to 7. A sample of 148 male general managers of three-star and four-star hotels had mean BSRI femininity score x = 5.29. The mean score for the general male...

The data we have examined about the Titanic begs for further attention. You may have noticed...

The data we have examined about the Titanic begs for further attention. You may have noticed in the presentation of the story that each newspaper headline listed a different number of passengers and survivors. In fact, nobody seems to know exactly how many were aboard; estimates vary by almost 200. The number we have used is at the low end. Neither is it clear how many people survived; estimates range from 705 to 711. The data reported in this Lesson...

There have been a number of studies that have focused on emotions and gender. Cummins (2014)...

There have been a number of studies that have focused on emotions and gender. Cummins (2014) discussed a number of them. One that she reviewed showed there was a large difference in empathic reactions to pictures between males and females; however she felt the study was flawed because it relied upon self-report (Cummins, 2014). This could have led the males to play down any empathy because they have been socialized to do so (2014). When studies have been conducted that...

Question