Homework: Consumer Behavior
Instructions
Personality tests are used quite frequently today for a variety of purposes. These range from the human resources department identifying the candidate who is the most likely to fit in and succeed within the organization to marketers identifying certain personality characteristics of customers who might be the most interested in its product(s). This would be considered the primary target market. Google personality tests relating to consumer buying. Using concepts discussed in this unit's lesson, compile a paper that addresses how personality tests conducted by marketers aid them in understanding their target market. Make sure to address the topics below.
o Identify a personality test used by marketers, describe how it works, and identify the type of information that might be provided to a marketer by this test.
o Explain how consumers interpret information about products and people through their perceptions, learning, and memory.
o Describe how self-perception influences consumers' buying decisions.
o Explore how the intricacies of consumers' personalities affect their buying decisions and, ultimately, their lifestyle choices.
Format your homework according to the following formatting requirements:
o The answer should be typed, using Times New Roman font (size 12), double spaced, with one-inch margins on all sides.
o The response also includes a cover page containing the title of the homework, the student's name, the course title, and the date. The cover page is not included in the required page length.
o Also include a reference page. The Citations and references must follow APA format. The reference page is not included in the required page length.