What are personality traits?
Personality traits are the building blocks of a person’s mindset, and how they express their opinions/beliefs and make decisions.
Two rival dimensions
- A rational consumer tends to be analytical, critical, and pragmatic. They are detailed, weighing pros and cons, making comparisons with similar or competitor products/services.
- An emotional consumer tends to focus on emotions, making decisions based on personal values and beliefs. They also tend to consider the well-being of others, and how their decision affects both themselves and others.
By predicting the personality traits, we can better understand if a person is objective and logical (rational) or empathic and relationship-oriented (emotional)… or of course, where in the middle they lie.