Trait theory
This theory has been most widely used for measuring personality because it is a quantitative approach. This theory states that an individual’s personality is composed of definite attributes called trait.
A trait can be defined as any distinguishable, relatively enduring way in which one individual differs from another. For example, sociability relaxed style, amount of internal control.
Trait theorists construct personality inventories and ask respondents to respond to many items by agreeing or disagreeing with certain statements or expressing likes or dislikes for certain situations or types of people.
These items are then are statistically analyzed and reduced to a few personality dimensions.
Single trait personality tests, which measure just one trait, such as self-confidence, are increasingly being developed for use in consumer behaviour studies.
These personality tests can be designed according to the need to measure traits such as consumer innovativeness, consumer susceptibility to inter personal influence, consumer materialism and consumer ethnocentrism.
This theory has been most widely used for measuring personality because it is a quantitative approach. This theory states that an individual’s personality is composed of definite attributes called trait.
A trait can be defined as any distinguishable, relatively enduring way in which one individual differs from another. For example, sociability relaxed style, amount of internal control.
Trait theorists construct personality inventories and ask respondents to respond to many items by agreeing or disagreeing with certain statements or expressing likes or dislikes for certain situations or types of people.
These items are then are statistically analyzed and reduced to a few personality dimensions.
Single trait personality tests, which measure just one trait, such as self-confidence, are increasingly being developed for use in consumer behaviour studies.
These personality tests can be designed according to the need to measure traits such as consumer innovativeness, consumer susceptibility to inter personal influence, consumer materialism and consumer ethnocentrism.