● Rigidity – These consumers are unwilling to risk the purchase of

unfamiliar or new products and often go with already established

brands and products. For example, these consumers.
● Self- esteem – People with high self esteem are positive about
themselves while those with low self esteem don’t. People with low
self esteem might be afraid to try new things and perhaps be anxious.
● Dogmatism – These people are close minded and don’t appreciate
complexities of life. For example, marketers of technological
innovative products should market their products to open minded
people.
● Tolerance to ambiguity – Intolerant people perceive unfamiliar
products as newer. Consumer who can tolerate ambiguity are more
likely to research as the choice becomes more complex. For example,
Marketers of products with high ambiguity i.e house should target
tolerant consumers.
● State versus Action orientation – Some people are action oriented
and some are state oriented. For example, marketers should develop
campaigns such as product trial.