A brand manager for Tide decides to focus on the quantitative measurement of personality traits to better target the consumer with a new promotional campaign. What theory best describes what this brand manager is doing?

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A brand manager for Tide decides to focus on the quantitative measurement of personality traits to better target the consumer with a new promotional campaign.  What theory best describes what this brand manager is doing?

BlackTom AI · Accepted Answer

Question restatement: A Tide brand manager wants to measure personality traits quantitatively to tailor a promotional campaign. Which theory best describes this approach?
Option 1: Psychographics theory. This choice points to the use of psychographic profiles (values, attitudes, lifestyles) but it’s not a formal, widely recognized personality theory. It emphasizes consumer segmentation rather than a specific theory of personality traits.
Option 2: The big five theory. The Big Five is a well-known model of personality traits (openness, conscientiousness, extraversion, agreeableness, neuroticism). While it accurately describes traits and could be used for targeting, it is a particular trait framework within the broader domain of trait theories. It’s plausible in practice, but the question asks for the overarching theory that describes focusing on personality traits, which points to a general trait theory rather than a specific model.
Option 3: Neo-personality theory. This label is not a standard, established theory in mainstream psychology of personality. It’s unclear or insufficient as a primary framework for this scenario, making it an unlikely choice.
Option 4: Trait theory. Trait theory is the broad umbrella that posits that consistent personality traits underlie behavior and preferences. If a brand manager is quantifying personality traits to segment and target consumers, this directly aligns with the core idea of trait theory—using stable personality characteristics to predict preferences and behaviors.
Further distinctions: While the Big Five (option 2) is a specific trait framework and could guide targeting, the question asks for the theory that best fits the act of measuring personality traits to target consumers. Trait theory (the general approach to personality traits) better captures the overarching methodology, whereas Big Five is a particular instantiation of that approach. The remaining options (psychographics and neo-personality theory) either describe broader marketing segmentation concepts or refer to non-standard or unclear theories, making them less fitting for this scenario.
In summary, the reasoning supports trait theory as the appropriate umbrella concept for quantitatively measuring personality traits to inform targeting, with the Big Five being a concrete model within that broader theory.

SP25 MARKETNG 305 001 Exam II

A brand manager for Tide decides to focus on the quantitative measurement of personality traits to better target the consumer with a new promotional campaign. What theory best describes what this brand manager is doing?

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