B3

-6- approaches to study personality. Personality is interesting yet complicated. There are a large number of theoretical (a) Discuss both Neo-Freudian theory and Trait Theory in understanding Consumer of Behavior. (10 marks) (b) Describe the type of promotional message that would be MOST suitable for each of the following personality market segments and give an example of each. (10 marks) (1) highly dogmatic consumers, (ii) consumers with high optimum stimulation levels. There are THREE levels of consumer decision making. und nmblem solving, and routinized response annroaches