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

Question

Quizplus · Accepted Answer

This is an example of the trait approach, which focuses on identifying distinctive characteristics or traits that influence consumer behavior. The researcher is studying traits such as materialism, innovativeness, and need for cognition to understand how they impact purchase behavior.

A Market Researcher Concentrates on Understanding Distinguishable Characteristics That Describe