A consumer researcher concentrates on understanding distinguishable characteristics that describe a consumer's tendency to act in an relatively consistent manner. For example, she studies consumer characteristics such as materialism, innovativeness, and need for cognition and their impact on consumers' purchase behavior. Which approach to studying personality is this researcher using?

Question

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The researcher is using the trait approach, which focuses on identifying and measuring the specific traits or characteristics that describe individuals and their behavior. The traits being studied (materialism, innovativeness, and need for cognition) are all examples of specific traits that are thought to influence consumer behavior.

A Consumer Researcher Concentrates on Understanding Distinguishable Characteristics That Describe