Juan is a consumer researcher interested in understanding the complexity of each individual consumer. He focuses on the total person and the uniqueness of his or her psychological makeup instead of on individual traits or how they can be studied across multiple consumers. Which perspective is Juan embracing?

Question

Quizplus · Accepted Answer

Juan is embracing the idiographic perspective, which focuses on understanding the complexity of each individual consumer and their unique psychological makeup. This is in contrast to the nomothetic perspective, which studies traits and behaviors across multiple consumers to identify universal patterns.

Juan Is a Consumer Researcher Interested in Understanding the Complexity