Trait theory

A quantitative approach to the study of personality postulating that an individual's personality is composed of definite predisposition attributes called traits. The most empirical basis for measuring personality, it states that personality is composed of a set of traits that describe a general response predisposition. A number of studies have used personality traits to segment markets. When marketers use personality measures specifically developed for consumer behavior applications they have more strategic applications. However, using personality traits to predict consumer behavior is fraught with some risks as has been found by the research.