Toward a Personology of the Consumer by Hans Baumgartner Essay

Toward a Personology of the Consumer by Hans Baumgartner - Essay Example The main objective of the study undertaken by Hans Baumgartner is to be able to present a certain perspective on the personology of the consumer. It can be considered as the main basis of the study on the personality psychology. In the achievement of such level of knowledge, the main determinants of consumer behavior can be achieved. The study presented can be considered as a library-based description and exploration of the established concept and updates regarding the research on consumer behavior. It can be considered advantageous in the determination and evaluation of the amount of knowledge in the said field. Consequently, the results gathered in the said field can be considered limited, for that matter, the aims of the said study can be essential to serve as a stimulus for further research. Based on the Handbook of Consumer Behavior, as quoted by the author, the limited information on the determination of the consumer behavior is based on the probabilistic models of the choices that are made by consumers, the neo-Pavlovian conditioning and the role of psychophysiology in consumer research. These concepts can be considered as influences on the choices made by the consumers. Although this is the case, the said concepts are not considered to cover the main personality and behavior of the consumers (Baumgartner , 2002). Based on the point of view of the author, the personality of the consumers can be distinctly identified from the choices that they can make regarding the different products in the market. This can be considered probable since different personalities can be stereotypically judged to have different preference and needs. Choices can be at some point considered as a narrow precept in the determination of the consumer behavior.