Comportamiento del consumidor

A pesar que los estudios de comportamiento del consumidor entienden y tienen en cuenta no se le da la importancia ni peso que se debería. En este escrito John Mowen, expone que las diferencias individuales en la personalidad tiene una importancia mucho mas grande de la que los estudios actuales de comportamiento del consumidor y mercadotecnia le dan. Mowen identifica. Él identifica ocho rasgoselementales, 
emergentes de la genética y el aprendizaje temprano, que son fundamentales para el efecto de  la personalidad en el comportamiento de los consumidores. Estos rasgos son 
1. La apertura a nuevas experiencias, 
2. Orden o la conciencia, 
3. Extraversión, 
4. La necesidad de ser agradable y amable, 
5. La tendencia a ser de mal humor o temperamento, 
6. La necesidad de reunir yposeer cosas materiales, 
7. El deseo de excitación y 
8. La necesidad de cuidar el cuerpo. 
THE 3M MODEL OF MOTIVATION AND PERSONALITY: THEORY AND EMPIRICAL APPLICATIONS TO CONSUMER BEHAVIOR (BOOK REVIEW) 
John C. Mowen, Boston: Kluwer Academic Publishers, 2000, 336 pages, $110.00.
By reason of differences in heredity, early childhood experiences, cultural exposure, and personal motivation, allpeople are not the same. Although consumer researchers understand this, research on stable individual differences has been relegated to a role subservient to research on the effects of situational forces, such as the framing of messages. The lack of strong empirical proof for relationships with personality constructs and the characterization of personality in uncomfortably broad and amorphousterms have been cited as reasons for the low importance given to investigations of stable individual differences.
Although relegated to second fiddle, personality research has not been ignored. From time to time, personality has been introduced in the context of situational effects as a blocking factor or, among the more managerially inclined, as a basis for segmentation. But this introduction ofpersonality is apologetic in flavor and is presented as a fine-tuning contribution. Thus, all in all, consumer research has given consideration of personality a "bum rap."
John Mowen's book on personality and motivation in consumer research emerges as the action of a knight in shining armor: The damsel in distress is a broader, more complete view of consumer behavior.
He starts with the premisethat individual differences in personality account for more variance in consumers' behavior than consumer researchers have recognized. He identifies eight elemental traits, emerging from genetics and early learning, that are core to the effect of personality on consumers' behavior. These traits are
1. Openness to new experiences,
2. Orderliness or conscientiousness,
3. Extraversion,4. The need to be agreeable and kind,
5. The tendency to be moody or temperamental,
6. The need to collect and own material things,
7. The desire for excitement, and
8. The need to look after the body.
Mowen suggests that the effect of these elemental traits on consumers' behavior is mediated by compound traits that are derived from combining elemental traits with culturalprocesses and early learning. Some of the compound traits he identifies are self-esteem, self-efficacy, the need for learning, the need for activity, a task orientation, and competitiveness.
Next in his hierarchy are situational traits. These traits represent consumers' propensity to behave within a situational context. They result from the combined effect of elemental and compound traits and thesituational context. For example, in the domain of health-relevant consumer behaviors, he identifies health motivation (e.g., trying to prevent health problems before any symptoms are felt) as a situational trait that is determined by the elemental trait of the need to look after the body, the compound trait of self-efficacy, and the situational context of health concerns.
Last in his trait hierarchy...