Consumer Motivation and Personality and Consumer Research

We often buy products that enhance and reflect our self-concept and aspects of our personality.

(Please view the link below (approx. 30 seconds)

Many researchers, including myself study the role of personality on consumer behavior. There are a range of surveys consumers can take to learn more about their own personalities in general and their consumer personalities in particular.

For this assignment, login at http://www.yourmorals.org/all_morality_values_quizzes.php#OTHER

password:
Password

and take two of the ‘Every Day Behavior’ surveys AND two of the “General Personality Measures” surveys along with one other survey that interest you. (Total of 5 surveys). What do each of these surveys tell you about your general and consumer personality? Any contradictory findings? Do you agree with the findings? Why or why not? Discuss how marketers can use this information.

Finally, please also take the following personality test.

http://www.outofservice.com/bigfive/

It is called the Big Five, since it measures you on five important distinct personality traits abbreviated as OCEAN:

Openness to experience
https://en.wikipedia.org/wiki/Openness_to_experience

Conscientiousness
https://en.wikipedia.org/wiki/Conscientiousness

Extraversion
https://en.wikipedia.org/wiki/Extraversion_and_introversion

Agreeableness
https://en.wikipedia.org/wiki/Agreeableness

Neuroticism
https://en.wikipedia.org/wiki/Neuroticism

Write down, if you agree with the results? Think and discuss how marketers can use this information.