T.C.

YED TEPE UNIVERSITY GRADUATE INSTITUTE OF SOCIAL SCIENCES

MBA Thesis A PSYCHOGRAPHIC VIEW OF MARKET SEGMENTATION: INTRODUCING A NEW HOLISTIC PARADIGM: ENNEAGRAM

by

Mehmet Fatih KARAKAYA

Supervisor Dr. Yusuf Can ERDEM

Submitted to the Graduate Institute of Social Sciences In partial fulfillment of the requirements for the degree of Master of Business Administration ISTANBUL, 2008

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TABLE OF CONTENTS LIST OF FIGURES......................................................................................................................... vi LIST OF TABLES .......................................................................................................................... vii ACKNOWLEGMENTS................................................................................................................ viii ABSTRACT..................................................................................................................................... ix ZET................................................................................................................................................. x CHAPTER.1. INTRODUCTION............................................................................................. 1 CHAPTER.2. LITERATURE REVIEW ................................................................................... 2 2.1. Market Segmentation.......................................................................................... 2 2.1.1. Definition............................................................................................ 3 2.1.2. Criteria for market segmentation ..................................................... 3 2.1.3.. Reasons for market segmentation ................................................... 4 2.1.4. Market segmentation is the basis for customer orientation and differentiation ..................................................................... 6 2.2. Personality and Psychographic Market Segmentation.................................... 6 2.3. Personality Theories Utilized in Psychographic Market Segmentation ........ 10 2.3.1. Freud and psychoanalytic theory...................................................... 11 2.3.2. Neo-Freudian social theorists............................................................ 12 2.3.2.1. Karen Horneys CAD scale................................................... 13 2.3.3. Stimulus-response theories................................................................ 16 2.3.4. Trait and factor theories..................................................................... 17 2.3.5. Personality and understanding consumer diversity........................ 18 2.3.5.1. Consumer innovativeness ...................................................... 19 2.3.5.2. Market mavenism ................................................................... 20 2.4. Consumer Motivation and Psychographic Market Segmentation................. 20 2.4.1. McClellands model: trio of needs................................................... 24 2.5. Enneagram: nine perpectives of life .................................................................. 28 2.5.1. Origin of Enneagram ......................................................................... 28 2.5.2. Descriptions of the nine points.......................................................... 29 2.5.3. Enneagram insight ............................................................................. 31 2.5.3.1. Basic Enneagram personality type........................................ 31 2.5.3.2. The triads.................................................................................. 32 2.5.3.3. The wings................................................................................. 35 2.5.3.4. The levels of development..................................................... 36 2.5.3.5. Directions of integration and disintegration ......................... 38 2.5.3.6. The three instincts ................................................................... 40 2.6. Enneagram and Other Lifestyle Instruments................................................... 43 2.7. Reliability Issues.................................................................................................. 45

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TABLE OF CONTENTS (Continued) 2.8. Purpose and Objective of the Study ............................................................... 45 2.9. Significance of the Study.................................................................................... 46 CHAPTER.3. METHODOLOGY............................................................................................... 47 3.1. Scope of the Research......................................................................................... 47 3.2. Research Design .................................................................................................. 48 3.3. Statement of the Study: Enneagram Typologies Covering the Other Theories and Models Utilized In Psychographic Segmentation............................ 48 3.4. Data Collection Method...................................................................................... 50 3.5. Data Analysis....................................................................................................... 50 CHAPTER.4. RESEARCH FINDINGS ................................................................................. 52 4.1. Enneagrams Compatibility with Other Frameworks ..................................... 52 4.1.1. Enneagram and McClellands trio of needs.................................... 53 4.1.2. Enneagram and snack food traits...................................................... 53 4.1.3. Enneagram and Karen Horneys CAD Scale................................. 54 4.1.4. Enneagram and market mavenism................................................... 57 4.1.4.1. Related Sectors or Products of the Enneagram Types........ 58 4.1.5. Enneagram and Kahles List of Values........................................... 59 4.1.6. Propositions derived from the interview regarding utilizing Enneagram in psychographic market segmentation................................. 59 4.1.6.1. What do each enneagram type want from a product?......... 59 4.1.6.2. How wings in enneagram effect consumers' behavior and how can we make a segmentation regarding wings?................. 61 4.1.6.3. How triads of enneagram effect consumers' behavior and how can we make a segmentation regarding triads? ................. 62 4.2. Revised Model of Enneagram Psychographic Segmentation: what kind of customer each Enneagram type is?.............................................................. 64 CHAPTER.5. CONCLUSION................................................................................................... 68 5.1. Limitations and Directions for future Research ............................................... 68 5.2. Implications and Conclusion.............................................................................. 69 APPENDICES ................................................................................................................................. 71 Appendix 1.1. A Model of Consumer Decision Making....................................... 72 Appendix 2.1. Enneagram Circle.............................................................................. 73 Appendix 2.2. Enneagram Typologies Summary................................................... 74 Appendix 2.3. The Triads of Enneagram................................................................. 75 Appendix 2.4. Dominant Emotions of The Triads Of Enneagram ....................... 75 Appendix 2.5. The Continuum of The Levels Of Development........................... 76 Appendix 2.6. The Direction of Disintegration....................................................... 77 Appendix 2.7. The Direction of Integration............................................................. 77

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TABLE OF CONTENTS (Continued) Appendix 3.1. Research Design................................................................................ 78 Appendix 3.2. Interview Protocol............................................................................. 79 Appendix 4.1. Enneagram and David Clarence Mcclelland's Theory of Needs Compatibility................................................................................. 93 Appendix 4.2. Enneagram and Dr. Alan Hirsch's Snack Foods and Personality Traits Compatibility................................................................................ 94 Appendix 4.3. Enneagram and Karen Horney's Personality Groups Compatibility................................................................................................. 95 Appendix 4.4. Enneagram and Market Maven Scale Compatibility.................... 96 Appendix 4.5. Enneagram and List of Values (Kahle 1983) Compatibility....................................................................................... 98 Appendix 4.6. What Do Each Enneagram Type Want From A Product?......................................................................................................... 99 REFERENCES................................................................................................................................ 100 CURRICULUM VITAE OF THE RESEARCHER.................................................................. 110

LIST OF FIGURES FIGURE 1.1.A MODEL OF CONSUMER DECISION MAKING....................................... 72 FIGURE 2.1. ENNEAGRAM CIRCLE ..................................................................................... 73 FIGURE 2.3. THE TRIADS OF ENNEAGRAM...................................................................... 75 FIGURE 2.4. DOMINANT EMOTIONS OF THE TRIADS OF ENNEAGRAM............. 75 FIGURE 2.6. THE DIRECTION OF DISINTEGRATION ..................................................... 77 FIGURE 2.7. THE DIRECTION OF INTEGRATION............................................................. 77 FIGURE 3.1. RESEARCH DESIGN .......................................................................................... 78

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LIST OF TABLES

TABLE 2.2. ENNEAGRAM TYPOLOGIES SUMMARY .................................................... 74 TABLE 2.5. THE CONTINUUM OF THE LEVELS OF DEVELOPMENT...................... 76 TABLE 3.2. INTERVIEW PROTOCOL .................................................................................... 79 TABLE 4.1. ENNEAGRAM AND DAVID CLARENCE MCCLELLAND'S THEORY OF NEEDS COMPATIBILITY................................................................................. 93 TABLE 4.2. ENNEAGRAM AND DR. ALAN HIRSCH'S SNACK FOODS AND PERSONALITY TRAITS COMPATIBILITY.......................................................................... 94 TABLE 4.3. ENNEAGRAM AND KAREN HORNEY'S PERSONALITY GROUPS COMPATIBILITY....................................................................................................... 95 TABLE 4.4. ENNEAGRAM AND MARKET MAVEN SCALE COMPATIBILITY ...... 96 TABLE 4.5. ENNEAGRAM AND LIST OF VALUES (KAHLE 1983) COMPATIBILITY............................................................................................. 98 TABLE 4.6. WHAT DO EACH ENNEAGRAM TYPE WANT FROM A PRODUCT? ................................................................................................................... 99

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ACKNOWLEDGMENTS I wish to express my sincere gratitude to everyone who helped to make this dissertation possible. First, my grateful appreciation is extended to my supervisor, Dr. Yusus Can Erdem, for his invaluable supervision and encouragement throughout my study. His guidance and instruction made this study possible. Second, I would like to acknowledge the members of thesis committee for their assistance and guidance in this research. I would like to thank Dr. Mehmet YAHYAG L and Dr. Fsun AKDA for offering many insights and recommendations that contributed to this study. Their nurturing of my academic interests and professional development is gratefully appreciated. Third, I would like to convey my sincerest gratitude to Enneagram experts Dr. Selim Uzunolu, Fahri Karaka, Yusuf Karabulut who provided their valuable time and expertise throughout my study. Finally, I would like to express my deepest gratitude to my wife, Aynur, for her continued loving support and patience, and for believing in me.

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A PSYCHOGRAPHIC VIEW OF MARKET SEGMENTATION: INTRODUCING A NEW HOLISTIC PARADIGM: ENNEAGRAM by MEHMET FAT H KARAKAYA

ABSTRACT Market segmentation is one of the major concepts in marketing. However, it experiences changes in terms of both conceptual developments and concrete practical applications. More specifically, the question whether well known segmentation models are still relevant and can be used in particular circumstances arise again and again. Psychographic segmentation is one of important ways to segment markets. Consumers want to do business with firms that appreciate their respective personal style. Some consumers are interested in speed, others quality of service, while others appreciate the personal touch in service. In this context, psychographic market segmentation has been called the "last-frontier" of relationship marketing. Perhaps it is more correct that psychographic market segmentation is the "gateway" to a vast frontier of successful relationship marketing. In this research the aim is to illustrate how the ancient and mystical technique of the Enneagram can be effectively used as a base for psychographic segmentation. With the Enneagram finding ever-increasing applications in strategic management and human resource development, it is only fitting that scholar in marketing harness the diagnostic and predictive power of the Enneagram. However, adoption of the Enneagram for marketing purposes will require further conceptual development and empirical analysis.

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PAZAR SEGMENTASYONUNA PS KOGRAF K B R BAKI: YEN HOL ST K B R PARAD GMA: ENNEAGRAM yazar MEHMET FAT H KARAKAYA

ZET Pazar Segmentasyonu, pazarlamann balca konularndan bir tanesidir. Ayn zamanda da kavramsal olarak ta, pratik uygulamalar asndan da geliim kaydetmekte olan konularndan biridir. Daha ak ifade etmek gerekirse mehur segmentasyon modellerinin hala muteber olup olmad, ve bunlarn belirli zel ereveler iin kullanlp kullanlamayacaklar sorusu tekrar tekrar gndeme gelmeye devam etmektedir. Psikografik segmentasyon, pazar segmentasyonunun nemli yntemlerindendir. Mteriler kendi kiilik meyillerine zen gsteren firmalardan alveri yapmak istemektedirler. Kimi mteriler hzlla, kimi mteriler hizmetin kalitesine, kimisi de kiiye zel yaklalan hizmetlere ilgi gstermektedirler. Psikografik Pazar segmentasyonu bu balamda iliki odakl pazarlamann son snrdr. Belki daha da dorusu psikografik pazar segmentasyonu baarl bir iliki odakl pazarlamann usuz bucaksz snrlarna bir gei kapsdr. Bu aratrmada ama kadim ve mistik bir teknik olan Ennagramn psikografik segmentayonda etkin bir biimde nasl kullanlabileceinin gsterilmesidir. Enneagram, stratejik ynetim ve insan kaynaklarnn gelitirilmesi alanlarnda gnbegn artan uygulamalarla kullanm imkan bulmasna karn, pazarlama alannda yalnzca aratrmaclarn Enneagramn tehis ve tahmin gcn zorlayan uygulamalaryla kstl kalmtr. Bununla beraber Enneagramn pazarlama maksatl kullanmnn benimsenmesini salamak iin daha ileri dzeyde kavramsal gelitirme ve ampirik analizlere ihtiya vardr.

CHAPTER.1. INTRODUCTION

The most challenging concept in marketing deals with understanding why buyers do what they do (or dont do). But such knowledge is critical for marketers since having a strong understanding of buyer behavior will help explaining what is important to the customer and also exposing the important effects on customer decision-making to view. Using this information, marketers can create marketing programs that they believe will be of interest to customers. As known, factors affecting customers in the process of decision making are extremely complex (Appendix 1.1). Buyer behavior is deeply rooted in psychology with some pieces of sociology put in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules to explain how buying decisions are made. In the past twenty years, it has been very interesting to watch the efforts of companies and practitioners to gain more customers. New data, new concepts, theories, relationships, and models have been received with such enthusiasm that new fields in scientific studies have developed. Studies such as consumer economics, rural sociology, social and mathematical psychology, social anthropology, and political science have contributed to make the study of consumer behavior a relatively well defined scientific discipline. One of the more attractive topics in the study of consumer behavior is that of personality. Purchasing behavior, media choice, innovation, segmentation, fear, social influence, product choice, opinion leadership, risk taking, attitude change, and almost anything else one can think of have been linked to personality. Personality research has long been a supporting item in the study of consumer behavior. However little research is directly devoted to personality issues, and when consumer personality is investigated, it tends to be through the narrow perspective of developing another individual difference measure in an already crowded field of personality scales. Research has been done for investigating the moderating effects of some traits on some relationship of interest. Understanding the individual person in his or her role as a

consumer should be a key issue in the study of consumer behavior, but in order to realize this vision, the scope of personality research has to be broadened. The manner in which a customer makes purchases has long been of interest to marketing researchers and practitioners. For determining and scaling the consumer behaviors, many methods had been developed. To attract consumers to their products firms often use these methods. While conducting a research regarding the issue planned to clarify in the field of consumer behavior, first exploring the personality of customers in order to understand the main behavioral patterns of them is essential and besides it would be really helpful to predict the steps of the customers in advance.

CHAPTER.2. LITERATURE REVIEW

2.1. Market Segmentation (www.NetMBA.com) Consumer diversity is increasing rapidly and firms have desires to differentiate their products relative to competitors. When it comes to marketing strategies, most people spontaneously think of 4Ps (Product, Price, Place, Promotion) maybe extended by three more Ps for marketing services (People, Processes, Physical Evidence). Market segmentation and the identification of target markets, however, are important elements of each marketing strategy. They are the basis for determining any particular marketing mix. Literature suggests the following steps: The importance of market segmentation results from the fact that the buyers of a product or a service are no homogenous group. Actually, every buyer has individual needs, preferences, resources and behaviors. Since it is virtually impossible to cater for every customers individual characteristics, marketers group customers into various market segments by variables they have in common. These common characteristics allow developing a standardized marketing mix for all customers in each segment.

2.1.1. Definition Market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in a way that differences between buyers within each segment are as small as possible. Thus, every segment can be addressed with an individually targeted marketing mix. 2.1.2. Criteria for market segmentation There are a huge number of variables that could be used for market segmentation in theory. They include demographic factors as well as variables on user behavior or customer preferences. In addition, there are differences between private customers and businesses. Below is the classification of the most important traditional variables for market segmentation for consumer markets Geographic factors: Land or region Rural or metropolitan area Demographic factors: Age, sex, marital status Income, occupation, education Religion, nationality, ethnical group Psychographic factors: Social status Lifestyle-type Personal type

Behavioral factors: Intensity of product use Brand loyalty User behaviors 2.1.3. Reasons for market segmentation As already stated, segmentation is the basis for developing targeted and effective marketing plans. Furthermore, analysis of market segments enables decisions about intensity of marketing activities in particular segments. A segment-orientated marketing approach generally offers a range of advantages for both, businesses and customers: Better serving customers needs and wants It is possible to satisfy a variety of customer needs with a limited product range by using different forms, bundles, incentives and promotional activities. The computer manufacturer Dell, for instance, does not organize its website by product groups (desktops, notebooks, servers, printers etc), but by customer groups (privates, small businesses, large businesses, public/state organizations). They offer the same products to all customer groups. Nevertheless, they suggest product bundles and supporting services that are individually tailored for the needs of each particular group. As an example, Dell offers to take on all ITadministration for companies. This service provides a huge potential for savings for corporate customers. However, it would be absolutely useless for private customers. Thus, segment-specific product bundles increase chances for cross selling. Higher profits It is often difficult to increase prices for the whole market. Nevertheless, it is possible to develop premium segments in which customers accept a higher price level. Such segments could be distinguished from the mass market by features like additional services, exclusive points of sale, product variations and the like. A typical segment-based price variation is by region. The generally higher price level in big cities is evidence for this.

When differentiating prices by segments, organizations have to take care that there is no chance for cannibalization between high-priced products with high margins and budget offers in different segments. This risk is the higher, the less distinguished the segments are. Opportunities for growth Targeted marketing plans for particular segments allow to approach customer groups that otherwise would look out for specialized niche players. By segmenting markets, organizations can create their own niche products and thus attract additional customer groups. Moreover, a segmentation strategy that is based on customer loyalty offers the chance to attract new customers with starter products and to move these customers on to premium products. Sustainable customer relationships in all phases of customer life cycle Customers change their preferences and patterns of behavior over time. Organizations that serve different segments along a customers life cycle can guide their customers from stage to stage by offering them a special solution for their particular needs. For example, many car manufacturers offer a product range that caters for the needs of all phases of a customer life cycle: first car for early teens, fun-car for young professionals, family car for young families, etc. Skin care cosmetics brands often offer special series for babies, teens, normal skin, and elder skin. Targeted communication It is necessary to communicate in a segment-specific way even if product features and brand identity are identical in all market segments. Such a targeted communications allows stressing those criteria that are most relevant for each particular segment (e.g. price vs. reliability vs. prestige). Stimulating Innovation An undifferentiated marketing strategy that targets at all customers in the total market necessarily reduces customers preferences to the smallest common basis.

Segmentations provide information about smaller units in the total market that share specific needs. Only the identification of these needs enables a planned development of new or improved products that better meet the wishes of these customer groups. If a product meets and exceeds a customers expectations by adding superior value, the customers normally is willing to pay a higher price for that product. Thus, profit margins and profitability of the innovating organizations increase. Higher market shares In contrast to an undifferentiated marketing strategy, segmentation supports the development of niche strategies. Thus marketing activities can be targeted at highly attractive market segments in the beginning. Market leadership in selected segments improves the competitive position of the whole organization in its relationship with suppliers, channel partners and customers. It strengthens the brand and ensures profitability. On that basis, organizations have better chances to increase their market shares in the overall market. Therefore, all these advantages make market segmentation one of the essential tasks in strategic marketing. 2.1.4. Market segmentation is the basis for customer orientation and differentiation It is well known that suppliers in mass markets mostly compete on price. Demand for those products that are clearly differentiated from competition and that offer a particular value to customers do has lower price elasticity; hence, only those products can sustain a higher price level and higher margins. The precondition for providing such value added is detailed knowledge about customers preferences. These preferences will probably diverse in the total market, but somehow homogenous within distinguishable segments. 2.2. Personality and Psychographic Market Segmentation Consuming is a process directed by marketing strategies which is based on individuals. Conditioned by the broader social environment at various levels (such as family, school, and organization), people nevertheless exert their personality traits or individual preferences. The concept of personality has been called one of the "great" topics of behavioral sciences (Wilkie, 1986). Thinking on commonality among hundreds of different

definitions, personality can best be defined as an individual's consistency in behaviors and reactions to events. (Kassarjian and Sheffet, 1991) counted over 200 articles on personality in the marketing literature. Most of these focus almost exclusively on consumer behavior and employ popular tests such as the Edwards Personal Preference Schedule (EPPS), Horney's CAD Scale, the Minnesota Multiphasic Personality Inventory (MMPI), etc. In general, there has been a mild response to the use of personality tests in consumer behavior studies. This is probably due to the inability of personality tests to consistently predict brand and product preferences. (Wilkie, 1986) concludes that although personality does not dominate all other factors that bear on consumer behavior, it does exert an influence in decision making (See Appendix 1.1). Given the face-to-face nature of most buyer-seller encounters, we believe that personality tests will have a greater applicability in understanding such interactions than they do in predicting brand preferences. Most research on personality variables in personal selling looks at the relationship between salespersons personality and job performance (Aaker and Bagozzi, 1979; Bagozzi 1978; Churchill et al., 1979). Buyer-seller similarity along dimensions involving personality and demographics has also been a topic of considerable interest to researchers in marketing (Churchill et al., 1975). The findings so far have been inconclusive. More effort is needed toward a better understanding of the impact of buyer-seller similarity on the outcome of a sales transaction. Research in social psychology suggests that personality dimensions significantly affect the effectiveness and outcome of consumer behavior (Padgett and Wolosin, 1980). Individual personality exerts a significant influence on both consuming behavior and the style of dyadic interactions between buyer and seller (Kroeger and Thuesen, 1988). Philip Kotler (1989) dramatically predicted the fragmentation of market segments by stressing that even the term "market segments" will become obsolete. He stated that segmentation will progress to the era of mass customization where the product can be tailored down to the individual customer (Kotler, 1989). Caterpillar, Inc. currently customizes 70% of its machines to suit the needs of individual customers. Caterpillar's competitor, Natsushita, acknowledges that in the future, the mass market is the individual.

In a true "pull" economy or "pull" market, the product is made to the order" of the consumer (Robert, 1992). Barich and Kotler (1991) admonish that in order to reach the individual consumer, it now becomes imperative for organizations to understand their target customers' needs, attitudes, values and buying behavior (Barich and Kotler, 1991). Kotler (1992) clarifies that if a marketer really understands the needs, attitudes, values and buying behavior of the customer then the communication message can be structured in such a way that it is favorably received by the intended target customer. This favorable reception of the marketing message is the first step toward building a "relationship" with the consumer (Kotler, 1992). The direct marketing industry, like many industries in the developed Western world, is undergoing great change. It is predicted that the direct marketing industry will experience more change in the next 6 years than it has in the last 60 years (Alonzo, 1994). Brandstatter (1993), states that the development and change of socio-economic systems is very much dependent on the frequency distribution of personality structures in the social system and on the proper matching of role structures and personality structures (Brandstatter, 1993). He further emphasizes that personality measures are based upon the assumptions that people who share a certain personality structure (i.e. a pattern of personality characteristics) communicate and respond in a somewhat similar manner to stimuli in their environment. This communication and response is noticeably different from the communication and response of people with differing personality structures. Thus the same message, event or communication can be perceived by two persons in a quite different manner (Brandstatter, 1993). Data collected from a relatively large representative sample (N=1050) of West German households indicated clear relationships between personality types and their way of dealing with money. Demographic and psychographic factors such as age, sex, education and income level made less of a difference in the reported saving behavior than personality (Brandstatter, 1993).

Sampson (1992) emphatically states that a major problem with lifestyle and value-based segmentation systems is that they are too general to be of great use. Furthermore, they do not point clearly to what actions should be taken (Sampson, 1992). The current popularity of intermediaries, specializing in the field of values and lifestyle (VALS) segmentation suggests a renewed interest by marketers in the area of segmentation by personality differences ( Del Valle and Berry, 1994; McBride and Cline, 1988). Some of the criticism regarding the generality or lack of specificity of the VALS typology may be attributable to the application of demographics, such as zip codes, as measures of internal values rather than keeping the principal focus upon the behavioral concept (McBride and Cline, 1988). Although personality can provide insights into lifestyle elements (Harrell, 1986), personality itself "is more deep-seated than lifestyle since personality variables reflect consistent, enduring patterns of behavior" (Assael, and Poltrack, 1994). Kotler (1986) suggests that personality can be a useful variable for analyzing consumer behavior, provided that personality types can be classified and that strong compatibility exists between personality types and product or brand choices (Kotler, 1986, p. 171). McBride, Cline and Miller (1987) agree with Rotter's perspective but insist that the concept of personality must be expanded from relationships between individuals and products to interrelationships among individuals, products and the communication messages which form the linkage (McBride, Cline and Miller, 1987). McBride, et al. (1988) admonished practitioners to conduct research toward development of a psychological type congruence for advertisers with emphasis upon the message. Their address focused upon a six step approach to the message analysis process: (1) a conflict between a receiver's perception of an object's intrinsic or positioned type and a persuader's portrayal of that object as a different type creates an imbalance in the receiver. (2) a receiver prefers a presentation where an object's type is congruent with one's own perception of that object's type. (3) each major part of a message delivers a cue as to the type of the product as it is portrayed. (4) the cue enters one's cognitive system and reacts with a previous categorization. (5) if a categorization does not exist, the receiver creates one based upon the cue. (6) when conflict occurs, the receiver must reduce dissonance by examining other elements for cues consistent with one's own categorization, considering any congruent cue as dominant,

changing one's own categorization of the product, rejecting the product, or ignoring the message outright (McBride and Cline, 1988; McBride, Cline and Miller, 1987). Taylor, Krajewski and Darling (1993) postulate that employing behavioral segmentation techniques, both in the identification of the targeted market segments as well as in the formulation of the correct communication message, can offer new and potentially effective means of enhancing direct mail response. They advocate the need for further research and refinement of behavioral style segmentation as a new and unique opportunity for the development of innovative marketing and communication strategies (Taylor, Krajewski and Darling, 1993, p. 52). Sampson (1992) proposes that an eighth category should be added to Rotter's comprehensive listing of market segmentation variables: 1. Geographic, 2.Demographics, including lifestyle/lifestage, 3. Psychographics, including lifestyle, attitudes, values, 4. Benefits, 5. Usage rate (consumption), 6. Price, 7. Product space (product attributes/imagery) (Kotler, 1994). This eighth category, psychological segmentation by behavioral type, has the power to explain exactly why different segments purchase different brands of merchandise (Sampson, 1992). To achieve psychological segmentation, he stresses the correct approach is one of appropriate qualitative research leading to hypothesized psychological segments that are then validated (Sampson, 1992). 2.3. Personality Theories Utilized in Psychographic Market Segmentation The past two decades, especially the last five years, have been exciting times in the field of consumer behavior. New data, theories, relationships, and models have been received with such enthusiasm that, in fact, a new field of scientific inquiry has developed. Studies such as consumer economics, rural sociology, social and mathematical psychology, social anthropology, and political science have been so churned and milled that from their amorphous mass the study of consumer behavior has become a relatively well delineated scientific discipline. One of the more engrossing concepts in the study of consumer behavior is that of personality. Purchasing behavior, media choice, innovation, segmentation, fear, social

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influence, product choice, opinion leadership, risk taking, attitude change, and almost anything else one can think of have been linked to personality. The purpose of this article is to review the literature of consumer behavior and organize its contributions around the theoretical stems from which it grows. Unfortunately, analysts do not agree on any general definition of the term "personality," except to somehow tie it to the concept of consistent responses to the world of stimuli surrounding the individual. Man does tend to be consistent in coping with his environment. This consistency of response allows us to type politicians as charismatic or obnoxious, students as aggressive or submissive, and colleagues as charming or "blah." Since individuals do react fairly consistently in a variety of environmental situations, these generalized patterns of response or modes of coping with the world can be called personality. Personality, or better yet, the inferred hypothetical constructs relating to certain persistent qualities in human behavior, have fascinated both laymen and scholars for many centuries. The study of the relationship between behavior and personality has a most impressive history, ranging back to the earliest writings of the Chinese and Egyptians, Hippocrates, and some of the great European philosophers. In the fields of marketing and consumer behavior, the work in personality dates from Sigmund Freud and his popularizes in the commercial world, and the motivation researchers of the post-World War II era (Kassarjian, 1986). 2.3.1. Freud and psychoanalytic theory The psychoanalytic theories and philosophies of Freud have influenced not only psychology but also literature, social science, and medicine, as well as marketing. Freud stressed the unconscious nature of personality and motivation and said that much, if not all, behavior is related to the stresses within the personality system. The personality's three interacting sets of forces, the id, ego, and superego, interact to produce behavior. According to Freudian theory, the id is the source of all driving psychic energy, but its unrestrained impulses cannot be expressed without running afoul of society's values. The superego is the internal representative of the traditional values and can be conceptualized as the moral arm of personality. The manner in which the ego guides the libidinal energies

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of the id and the moralistic demands of the superego accounts for the rich variety of personalities, interests, motives, attitudes, and behavior patterns of people. It accounts for the purchase of a four-door sedan rather than a racy sports car, the adoption of a miniskirt, and the use of Ultra-Brite toothpaste (with its promise of sex appeal) as a substitute for the rental of a motel room. The tools of the ego are defenses such as rationalization, projection, identification, and repression; its goals are integrated action. Freud further believed that the child passes through various stages of developmentthe oral, anal, phallic, and genital periodsthat determine the dynamics of his personality. The degree of tension, frustration, and love at these stages leads to his adult personality and behavior. The influence of Freud and psychoanalytic theory cannot be overestimated. Most of the greatest names in psychiatry and psychology have been followers, disciples, or critics of Freud, much as many good marketing research studies have been criticisms of motivation researchers or experiments applying scientific procedures to motivation research. The work of Sidney Levy, Burleigh Gardner and Lee Rainwater, some of the projects of Martineau, and the proprietary studies of Social Research, Inc., are in the latter tradition. Although today the critics of psychoanalytic applications to consumer behavior far outweigh the adherents, Freud and his critics have contributed much to advances in marketing theory. 2.3.2. Neo-Freudian social theorists In his lifetime, several members of Freud's inner ring became disillusioned with his insistence on the biological basis of personality and began to develop their own views and their own followers. Alfred Adler, for example, felt that the basic drive of man is not the channelization of the libido, but rather a striving for superiority. The basic aim of life, he reasoned, is to overcome feelings of inferiority imposed during childhood. Occupations and spouses are selected, homes purchased, and automobiles owned in the effort to perfect the self and feel less inferior to others. Eric Fromm stressed man's loneliness in society and his seeking of love, brotherliness, and security. The search for satisfying human relationships is of central focus to behavior and motivations.

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Karen Homey, also one of the neo-Freudian social theorists, reacted against theories of the biological libido, as did Adler, but felt that childhood insecurities stemming from parentchild relationships create basic anxieties and that the personality is developed as the individual learns to cope with his anxieties. Although these and other neo-Freudians have influenced the work of motivation researchers, they have had minimal impact on research on consumer behavior. However, much of their theorizing can be seen in advertising today, which exploits the striving for superiority and the needs for love, security, and escape from loneliness to sell toothpaste, deodorants, cigarettes, and even detergents. The only research in consumer behavior based directly on a neo-Freudian approach is Cohen's psychological test that purports to measure Horney's three basic orientations toward coping with anxietythe compliant, aggressive, and detached types (Cohen, 1967). Cohen found that compliant types prefer brand names and use more mouthwash and toilet soaps; aggressive types tend to use a razor rather than an electric shaver, use more cologne and after-shave lotion, and buy Old Spice deodorant and Van Heusen shirts; and detached types seem to be least aware of brands. Cohen, however, admitted to picking and choosing from his data, and although the published results are by no means conclusive, his work does indicate that the Horney typology may have some relevance to marketing. Several follow-up studies using his instruments are unpublished to date. 2.3.2.1. Karen Horneys CAD scale Theoretical Base Karen Horney (1885-1952) was born and educated in Germany; she practiced psychoanalysis in both Europe and the United States. She appreciated the value of psychoanalysis "long before an antagonistic medical world accepted it" (Martin, 1975). Freud's radically new ideas had brought hope to millions of sufferers from mental and emotional illness that previously had been ostracized and stigmatized as evil and crazy. Horney was very much a part of this enlightenment movement. However, Horney believed that Freud overemphasized sex-she believed that sexual desires represented only one of many desires an individual might hide. She never turned her back on Freud's ideas, but was one of the first to deviate from his theories, particularly his belief that we were victims of our inborn

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instincts and our physiological constitution. She broke away from Freud's rigid orthodoxy and his fixed belief in determinism. Her work led her to believe that the key determinant of behavior is neurotic anxiety caused by a child's feelings of isolation and helplessness in a potentially hostile world (Horney, 1945). She emphasized the powerful formative role of culture in our development, declaring that culture creates conflicts, problems, and pressures that force many individuals to adapt in self-defeating ways. Her most radical break with Freud and most of the philosophers of her time centered around her belief that each of us has the inborn capacity to make choices and to change our way of life, i.e., she viewed individuals primarily as being in possession of their instincts rather than being possessed by them (Martin, 1975). As Horney has observed in her works, there are three basic ways in which an individual may relate himself to others. . He may: a. move toward peopleindicating a need for love, affection, and approval b. move against peopleindicating a need for power and exploitation of others c. move away from peopleindicating a need for self-sufficiency, independence, and un-assailability. (Horney, 1945) Rosenberg (1957) further explains the typology by describing the compliant type as being particularly concerned with approval, acceptance, warmth, and support. He stated that the compliant person "likes everyone, is anxious to please them, is willing to be dominated is reluctant to dominate others" (p. 42). The aggressive type, he says, is concerned with mastery, control, domination, and conquest in the external world. He or she is intent on being "successful (rather than independent or well liked), . . . (and on) giving orders to other people" (p. 43). The detached type is typified by an emotional distance from others; tending to be deeply concerned with his/her independence and the expression of his/her individuality. Rosenberg would characterize persons as detached if they were concerned with being "independent (rather than successful or well-liked), . . . were bothered at being given orders by others, considered it relatively unimportant for them to be well liked by different kinds of people, and . . . preferred to make decisions themselves rather than having others make the decisions" (p. 42).

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Cohen (1966) addresses the question of combinations of interpersonal trends. Certain combinations of tendencies do occur in people, of course, and may make a description such as "aggressive-detached" suitable. However, Cohen maintains that certain tactics may be used to achieve a more basic strategy, that strategy being the predominant classificatory one. The predominant attitude is the one that most strongly determines actual conduct. It represents those "ways and means of coping with others in which the particular person feels most at home" (Horney, 1945). Horney believed that parents' actions play a major role in personality development. Through the amount of security they provide is determined the amount of basic anxiety that will develop (Horney, 1945). By rewarding or punishing a child's tactics, parents (and other important people) determine the strategy the child will adopt to cope with the anxiety he/she experiences. DeRosis (1975) said this of Horney's theory: Karen Horney has given us a rare, beautiful, and important gift. Her psychoanalytic theory contributes enormously to the humanizing process. It recognizes the fact that the human condition is much more than a series of biological instinctual patterns. Through her theory we perceive our species in its myriad unique richness. We are helped to understand ourselves relative to the time and place we live in. We come to understand the effects of culture on our lives and how we in turn contribute to and change our culture. Throughout the process, her therapy helps us to view ourselves and our fellows with both compassion and optimism. She contributes to a philosophy that helps to free us from sexual prejudice, self-hate, and destructive cynicism. Relation to Consumer Behavior According to Cohen (1966), the "rationale behind applying any theory of human behavior to specific aspects of consumer behavior is that the latter behavior is a subset of the former" (p. 52). In theory should apply to consumer behavior in the areas of consumer behavior where interpersonal needs play a significant role. Not all consumer decisions reflect an interpersonal base, but a large proportion of consumer decisions are affected by

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the person's basic interpersonal disposition. Although few studies have been undertaken involving the Homey tripartite model, a few have reached the published literature. Rosenberg (1957) used the Horney system to predict selection of occupational values and in his discussion states that the results "appear.sufficiently suggestive to indicate that the way a person characteristically relates to others will influence the type of career he selects". Sheldon (1944), in a project covering a period of ten years, selected 50 personality traits for study and formed clusters of traits based upon positive correlations of .60 with other traits in the cluster and negative correlations of .30 with all traits in other clusters. From these groupings, three major clusters emerged, correlating in great degree to Horney's interpersonal types of compliant, aggressive, and detached. Cohen (1966) performed an extensive study of the relationship of the Horney interpersonal model to consumer behavior in which he found significant differences among compliant, aggressive, and detached individuals in their product and brand choices. 2.3.3. Stimulus-response theories The stimulus-response or learning theory approach to personality presents perhaps the most elegant view, with a respected history of research and laboratory experimentation supporting it. Its origins are in the work of Pavlov, Thorndike, Skinner, Spence, Hull, and the Institute of Human Relations at Yale University. Although the various theorists differ among themselves, there is agreement that the link between stimulus and response is persistent and relatively stable. Personality is seen as a conglomerate of habitual responses acquired over time to specific and generalized cues. The bulk of theorizing and empirical research has been concerned with specifying conditions under which habits are formed, changed, replaced, or broken. A drive leads to a response to a particular stimulus, and if the response is reinforced or rewarded, a particular habit is learned. Unrewarded and inappropriate responses are extinguished or eliminated. Complex behavior such as consumer decision processes is learned in a similar manner. According to Dollard and Miller, a drive is a stimulus strong enough to impel activity; it

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energizes behavior but, by itself, does not direct it. Any stimulus may become a drive if it reaches sufficient intensity (Hall and Gardner, 1969). Some stimuli are linked to the physiological processes necessary for the survival of the individual, others are secondary or acquired. With the concepts of cues, drives, responses, and reinforcement, complex motives such as the need for achievement or self-esteem are learned in the same manner as brand preference, racism, attitudes towards big business, purchasing habits, or dislike of canned spinach. Marketing is replete with examples of the influence of learning theory, ranging from Krugman's work to the Yale studies on attitudes and attitude change, from lightweight discussions on the influence of repetition and reinforcement in advertising texts to Howard and Sheth's buyer behavior theory and the work in mathematical models. However, very few personality studies have used this theoretical orientation. The reason for the lack of impact is probably that personality tests and measuring instruments using this theoretical base do not exist. Typically, clinical psychologists have developed measuring instruments, but until this past decade clinicians were not trained directly in learning theory. Recently, however, behavior modification based on the work of Skinner has become a psychotherapeutic technique. Many clinical psychologists are turning to learning theory for guidelines in the treatment of abnormality. Unfortunately, they do not seem to be predisposed to create psychological tests to measure personality in line with their definitions, but are more concerned with behavioral change. Until such instruments are developed there will be little use of these theories in relating consumer behavior to personality, irrespective of their completeness and extreme relevance. 2.3.4. Trait and factor theories As learning theory approaches to personality have evolved from the tough-minded empirical experimentation of the animal laboratories, factor theories have evolved from the quantitative sophistication of statistical techniques and computer technology. The core of these theories is that personality is composed of a set of traits or factors, some general and others specific to a particular situation or test. In constructing a personality instrument, the theorist typically begins with a wide array of behavioral measures, mostly responses to test items, and with statistical techniques distills factors which are then defined as the

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personality variables. For one large group of personality instruments the researcher begins with the intent to measure certain variables, for example, need for achievement or aggressiveness. Large samples of subjects predetermined as aggressive or not aggressive (say, by ratings from teachers and employers) are given the instrument. Each item is statistically analyzed to see if it discriminates aggressive from nonaggressive subjects. By a series of such distilling measures and additional validation and reliability studies, an instrument is produced which measures traits the researcher originally was attempting to gauge. Several of these variables are often embodied in, for example, a single 200-item instrument. A second type of personality instrument is created not with theoretically predetermined variables in mind, but rather to identify a few items (by factor analysis) which account for a significant portion of the variance. Subjects are given questionnaires, ratings, or tests on a wide variety of topics, and test items are grouped in the factor analysis by how well they measure the same statistical factor. The meaning of a particular factor is thus empirically determined and a label arbitrarily attached to it that hopefully best describes what the researcher presumes the particular subset of items measures. Further reliability and validation measures lead to creation of a test instrument with several variables that accounts for the diversity and complexity of behavior. The theoretical structure is statistical and the variables are empirically determined and creatively named or labeled. The concept of traits, factors, or variables that can be quantitatively measured has led to virtually hundreds of personality scales and dozens of studies in consumer behavior. Instruments of this type are discussed below. 2.3.5. Personality and understanding consumer diversity Marketers are interested in understanding how personality influences consumption behavior because such knowledge enables them to better understand consumers and to segment and target those consumers who are likely to respond positively to their product or service communications. Several specific personality traits that provide insights about consumer behavior are examined next.

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2.3.5.1. Consumer innovativeness Innovativeness is an individual difference variable that describes reactions to the new and different. These reactions range from a very positive attitude toward change to a very negative attitude. Across the population, these predispositions are hypothesized to follow a bell-shaped normal distribution (Rogers 1995). Innovativeness, however, may manifest itself at different levels of generality/specificity or abstraction/breadth (Clark and Watson 1995). Thus, there is a general innovation component included in trait theories of personality describing general reactions to the environment. For example, the Five Factor Model of Personality contains a trait called "openness to experience," which has been described as "how willing people are to make adjustments in notions and activities in accordance with new ideas or situations" (Popkins 1998). Innovativeness also can be conceptualized at a lower level of abstraction/breadth as innovative consumer behavior or early adoption of new products and services (Dowling 1999). This was the prevailing view in many early discussions of consumer innovativeness where it was thought that innovative consumers were innovative across a wide range of goods and services, i.e., they were innovators in general. Consumer behavior texts contain summaries of the correlates of consumer innovativeness at this level of abstraction and marketers often still view it this way (Zandl and Leonard 1992). (Goldsmith and Hofacker, 1991) conceptualized and measured consumer innovativeness at the product category level, describing domain specific innovativeness. Goldsmith showed these levels of generality/specificity are related hierarchically, with each type of innovativeness influencing buyer behavior, but with domain specific innovativeness more strongly influencing innovative purchasing within a specific product category. The present study focused on consumer innovativeness at the mid-level of buyer behavior, general consumer innovativeness, in between the most abstract personality level ( Mooradian and Olver 1996) and the most specific product category level. This conceptualizes innovativeness at the same level of abstraction as the market maven. Consumer innovativeness is hypothesized to be associated with several types of consumer characteristics and behaviors including socioeconomic, personality, and communication variables. In particular, domain specific innovativeness has been shown to be positively correlated with opinion leadership for, time spent with, and money spent on new products

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across several product categories 2.3.5.2. Market mavenism (Feick and Price, 1987) first described the market maven concept. These consumers are very involved in the marketplace. They are exposed to a variety of media where they seek out and acquire information about products, services, stores, and shopping and buying in general. Thus, they are quite knowledgeable about shopping and buying and are eager to share their expertise/opinions with other consumers, who often request information from them. Previous research has shown market mavens to be heavier users of coupons, they have larger evoked sets (Elliott and Warfield 1993), and are more interested in smart buying (Slama, Nataraajan, and Williams 1992) than non-mavens. There is no consensus regarding any demographic variables that distinguish market mavens from other consumers. They are better described psychographically by their interest in and involvement with the marketplace. The characteristics of the market maven suggest that they tend to be opinion leaders and exhibit some of the same marketplace behaviors as consumer innovators do. Moreover, market mavens in Germany share some of the same traits as their US counterparts (Walsh and Mitchell, 2000). Consumers high in the market maven trait will likely share characteristics with those high in innovativeness, and vice versa. While many characteristics of market mavens (greater opinion leadership, more time spent with media) closely parallel those of innovators and opinion leaders, there are some differences. Feick and Price (1987) found US mavens to be more likely to be minority, female, and to have a lower educational level than non-mavens. 2.4. Consumer Motivation and Psychographic Market Segmentation In a general sense, motivation is "an internal energizing force that orients a person's activities toward satisfying needs or achieving goals affects. the direction and intensity of behavior.[and conversely, may] create barriers to goal achievement" (Pride & Ferrell, 2003). Others see it as an unobservable internal energy affecting a behavioral response includes arousal, drive, and direction. Motivation explains why humans do what they do; it provides a reason for a behavior. Given these thoughts, it is understandable why there are a number of motivation theories that shed light on buyer behavior and the

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decision process (Hawkins et al., 2001). The critical point is that motivation is an allpervading internal psychological force that not only helps initiate behavior, but one that also drives and directs behavior to some end response. Where emotion is involved in the process, the motivated goal-oriented or goal-seeking behavior may carry a valenced state may affect the process, the outcome, or future stimulus-based action (Cohen and Areni, 1991). In looking at its derivation, for some scholars, motivation comes from a hierarchy of needs, ever present and replaced by other needs on the hierarchy once lower needs are met. Consumers are constantly being motivated by internal and/or external stimuli to do something for themselves or those around them. Some people push themselves to even higher levels of need gratification, ultimately to self-actualization, at the top of the pyramid, producing more desirable subjective results, i.e. more profound happiness, serenity, and richness of the inner life (Maslow, 1948). One of the extensions of this theory is achievement motivation which is the result of two opposing tendencies as a multiplicative function of the motivation to achieve or not achieve success (or more simply, task completion or noncompletion). Even in terms of Freudian theory, there are more types of motivation than just sexual motivation, where all motivations are "ego instincts related to self-preservation and molded to conform to reality.... [and are] important determinants of man's behavior in his requirement for an orderly and coherent view of his relations to his world" (Deutsch and Krauss, 1965). The Atkinson-McClelland model further demonstrates the achievement motivation concept by showing that in the course of socialization people acquire two achievement-related emotion-tagged motives: the motives (pride and/or self-satisfaction) to achieve success and the motives (shame and/or rejection) to avoid failure. When applied to product consumption, motivation becomes a "strong driving force resulting from some underlying process of interaction that specifically leads a consumer toward brand X more than toward any other brand. Basic needs are innate; they motivate us to survive. Eventually, all humans develop a hierarchy of needs which guides their motivation to consume beyond basic survival as they come of age, are educated, and perhaps become more sophisticated to levels of need fulfillment and the products that can satisfy those needs.

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Building on recent psychological research, McGuire (1976) details sixteen basic human motives as aspects of human personality which may be generalized into cognitive and affective components, with response behavior as an outcome. The cognitive-directed motives include the need for environmental orientation and for deriving some sense of meaning from that orientation. Affective-directed motives include emotional balance and/or goals of tension-reduction, autonomy, consistency, assertion, reinforcement, and modeling. More specifically, both the cognitive-directed and the affective-directed motivational generalizations can be decomposed into twelve critical needs. These needs are the need to categorize, the need for cues, the need for independence, the need for self-expression, the need for ego-defense, the need for reinforcement, the need for affiliation, the need for modeling, the need for novelty, and the need for assertion (McGuire, 1976). The fulfillment of these needs and the motivational force behind their attainment are seen in a number of theories that believe humans are driven by both expectations and values in their decision-making process leads to their force-directed choice of some action. With further study of the motivation concepts, scholars are reassessing the conventional wisdom of rational and social-normative motivation as being contradictory. This is in favor of a more complex environment where the two forces may be more complementary than not or in harmony with each other for some mutual interaction (Spencer, 2002). Numerous examples exist of this complementary or harmonious environment emerging from the effects of the combined rational and social-normative motivations, or as the tangible and the intangible, or more importantly for consumer decision-making, as the emotional and the attribute-based in disciplines inside and outside the traditional marketing environment. Until recently, the main stream of thinking relative to consumer choice revolved around the consideration of the category or brand attributes. In this context, given all the alternatives, consumers will make rational choices based on some form of maximum utility (Meyer and Kahn, 1991). Even Howard and Sheth (1991) saw motivation as attribute-based in their model, reflecting the tangible needs of the buyer as shown by the choice features in a category or specific product. Research on motivation, affective systems, and attitude formation has progressed at the same time with attribute-based choice research, but these activities have been in parallel rather than in integration. Perhaps if more had been done in

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considering the benefits to the consumers of the attributes, more would have emerged in considering and including the nontangible or emotional side of why people buy something. Where it can be seen that the motivation to buy something is a tangibly-driven, attributebased force, it can now be seen that the buying motivation can also be a nontangible, emotion-driven force, or as a combination of both. While it is beyond the scope of this document to delve further into the motivational aspects of choice, more needs to be done in this area to ensure consideration and inclusion of its inexorable effect in the choice process. At the very least, consumers' motivation is a consciously or unconsciously innate, undeniable force, derived from the consumers need to survive tags or marks every human buying decision fix a drive to decide to consume or not consume. The tagging is psychological and it would attach logically to consumers' internal influences in the buying process. This is seen in category or product perceptions and attitudes and more specifically in consumers' emotions and feelings of the attitudinal subset of the affective system. There is some justification for the emotional tagging or marking, as seen in the recent work regarding neural networks in the amygdala of the brain and the pathways formed through the human reaction to the outside stimuli of emotional events and their long term brain storage and recall ability. Damasio's (1994) discovery of the presence and role of emotional neurobiological somatic markers in the amygdala shows direct biological connection to emotional retention and experience development in the brain. While more needs to be done here, it seems likely that since motivation is linked to attitude, it can therefore manifest itself as part of a conscious, rational, cognitive act as well as in a tagged or marked emotional response, helping to form an attitude about a category or class of products or a brand itself. Scholars may disagree which comes first and if there is indeed any order to motivation activating emotion or vice versa. At the very least, Damasio's work is promising in showing the physical existence of an emotional marking in the brain in response to external events. The somatic marking then forms a physical, neural emotional connection to any attitudes formed, now or in the future; where emotion will be shown, is an integral part of attitude in the affective system. As a result, the formation of a covariant duality of attitude and attribute, driven by

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motivations in both areas, may begin to help explain some of the nontangible aspects of buyer behavior and choice. What better way is there to help explain and integrate the external and internal influences into a modem model of buyer behavior except through such a duality, otherwise such influences would not be influences in reality. How else would the nonproduct-specific attributes, or latent variables, surrounding emotion and feeling for a brand be included in future discrete choice models, buyer behavior explanations, and more precise, purchase predictions? If the current discrete choice models were truly all encompassing, then they would be able to completely explain and predict all consumer choice, at the discrete or at the aggregate levels is not currently the situation. Some would say such as the proponents of maximum utility theory that not all alternatives have been expressed empirically. Others would counter that this is expressly why the nonproduct-specific alternatives or latent variables must be studied further and definitely included in the empirical model. While much is known regarding the choice process itself, some scholars still question what is known about "how consumers 'decide to decide'" (Meyer & Kahn, 1991). Inclusion of motivation and attitude in such models may be the way to better explain and predict such behavior. However, more needs to be done with specific recognition and inclusion of all the aspects of the various consumer motivations in these models is currently lacking. While scaled survey response is one way of obtaining appropriate data for such efforts, the "validity of direct self-reports of motivational forces for task performance levels" (Tubbs & Trusty, 2001) may still be in question. As a result, other means of measurement may be necessary, such as observational experiments in a laboratory setting. Given this background, and understanding that motivational forces are at work in forming consumer perceptions, possibly leading to specific individual brand attitudes, a review is necessary of what constitutes consumer attitude and how it is formed. It is important to the discrete choice discussion to find a precedent for and confirm its inclusion in the choice process as a possible covariant or independent variable for the attribute-based models. 2.4.1. McClellands Model: trio of needs American David Clarence McClelland (1917-98) achieved his doctorate in psychology at Yale in 1941 and became professor at Wesleyan University. He then taught and lectured,

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including a spell at Harvard from 1956, where with colleagues for twenty years he studied particularly motivation and the achievement need. He began his McBer consultancy in 1963, helping industry assess and train staff, and later taught at Boston University, from 1987 until his death. McClelland is chiefly known for his work on achievement motivation, but his research interests extended to personality and consciousness. David McClelland pioneered workplace motivational thinking, developing achievement-based motivational theory and models, and promoted improvements in employee assessment methods, advocating competency-based assessments and tests, arguing them to be better than traditional IQ and personality-based tests. His ideas have since been widely adopted in many organizations, and relate closely to the theory of Frederick Herzberg. David McClelland is most noted for describing three types of motivational need, which he identified in his 1961 book, The Achieving Society: achievement motivation (n-ach) authority/power motivation (n-pow) affiliation motivation (n-affil)

These needs are found to varying degrees in all workers and managers, and this mix of motivational needs characterizes a person's or manager's style and behavior, both in terms of being motivated, and in the management and motivation others. The need for achievement (n-ach) The n-ach person is 'achievement motivated' and therefore seeks achievement, attainment of realistic but challenging goals, and advancement in the job. There is a strong need for feedback as to achievement and progress, and a need for a sense of accomplishment. The need for authority and power (n-pow) The n-pow person is 'authority motivated'. This driver produces a need to be influential, effective and to make an impact. There is a strong need to lead and for their ideas to prevail. There is also motivation and need towards increasing personal status and prestige.

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The need for affiliation (n-affil) The n-affil person is 'affiliation motivated', and has a need for friendly relationships and is motivated towards interaction with other people. The affiliation driver produces motivation and need to be liked and held in popular regard. These people are team players. McClelland said that most people possess and exhibit a combination of these characteristics. Some people exhibit a strong bias to a particular motivational need, and this motivational or needs 'mix' consequently affects their behavior and working/managing style. Mcclelland suggested that a strong n-affil 'affiliation-motivation' undermines a manager's objectivity, because of their need to be liked, and that this affects a manager's decision-making capability. A strong n-pow 'authority-motivation' will produce a determined work ethic and commitment to the organization, and while n-pow people are attracted to the leadership role, they may not possess the required flexibility and peoplecentered skills. McClelland argues that n-ach people with strong 'achievement motivation' make the best leaders, although there can be a tendency to demand too much of their staff in the belief that they are all similarly and highly achievement-focused and results driven, which of course most people are not. McClelland's particular fascination was for achievement motivation, and this laboratory experiment illustrates one aspect of his theory about the affect of achievement on people's motivation. McClelland asserted via this experiment that while most people do not possess a strong achievement-based motivation, those who do, display a consistent behavior in setting goals: Volunteers were asked to throw rings over pegs rather like the fairground game; no distance was stipulated, and most people seemed to throw from arbitrary, random distances, sometimes close, sometimes farther away. However a small group of volunteers, whom McClelland suggested were strongly achievement-motivated, took some care to measure and test distances to produce an ideal challenge - not too easy, and not impossible. Interestingly a parallel exists in biology, known as the 'overload principle', which is commonly applied to fitness and exercising, i.e., in order to develop fitness and/or strength the exercise must be sufficiently demanding to increase existing levels, but not so demanding as to cause damage or strain. McClelland identified the same need for a

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'balanced challenge' in the approach of achievement-motivated people. Interesting comparisons and relationships can be drawn between McClelland's motivation types, and the characteristics defined in other behavioral models, eg: John Adair's Action-Centered Leadership model: Achievement-motivated managers are firmly focused on the Task, often to the detriment of the Individual and the Team. Affiliation-motivation people are Team and Individual centered. (Note that John Adair's Action-Centered leadership model is John Adair.) Katherine Benziger's Thinking Styles model: Achievement-motivation is a double-frontal brain mode style; affiliation-motivation is right basal (rear); authority-motivation is arguably left basal (rear). DISC (Inscape, Thomas International, etc) system: Achievement-motivated people are 'D' profiles - results-driven, decisive, dominant, etc. Affiliation-motivated people are I (proactive) and S (reactive) profiles. Authority-motivated people are S and C profiles. Hersey/Blanchard's Situational Leadership model: Achievement-motivated people tend to favor the styles of the first and second modes ('telling' and 'selling'); affiliationmotivated people tend to favor the third mode ('participating'); and the authority-motivated people tend to favor the style of mode four ('delegating'). Please note that Situational Leadership is protected intellectual property: Situational Leadership is a trademark of the Centre for Leadership Studies. Situational Leadership II is a trademark of The Ken Blanchard Companies. Use of material relating to Situational Leadership and/or Situational Leadership II requires license and agreement from the respective companies. McGregor XY Theory: Achievement-motivated people tend towards X-Theory style, due to their high task focus; there are plenty of exceptions however, and training definitely helps the n-ach manager to see the value of employing Theory Y style. N-pow managers are definitely Theory X. n-affil are typically Theory Y and if not can relatively easily be trained to be so. Herzberg motivators and hygiene factors: n-ach people are more responsive to the Herzberg motivators (especially achievement obviously) than n-affil and n-pow people.

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2.5. Enneagram: Nine Perspectives of Life 2.5.1. Origin of Enneagram The Enneagram is an ancient esoteric teaching that describes nine different personality types. There is much debate as to the exact history, but it is known that it comes from many different sources. There are also separate histories for the symbol of the Enneagram and the personality system of the Enneagram. The symbol and the system only came together in recent times to form what we now know as the Enneagram (Riso and Hudson, 1999). The symbol is said to be ancient, but its exact origins are unknown. However, it is rooted in Western tradition that gave rise to Judaism, Christianity, and Islam (Riso and Hudson, 1999). The mathematical theories that gave rise to the symbol are rooted in classical Greek thought as seen in the work of Pythagoras and Plato (Riso and Hudson, 1999). The Enneagram symbol made its first public appearance in the West in Europe around the turn of the 20th century through the teachings of G.L Gurdjieff (Palmer, 1988). Gurdjieff teamed the system through oral teachings at an ancient mystical school. However, Gurdjieif taught the Enneagram as a living symbol (Riso and Hudson, 1999). The people generally credited for the Enneagram known today are the Chilean psychiatrist Claudio Naranjo and his teacher Oscar Ichazo. Naranjo (2003) characterizes himself as the Mother of the Enneagram and Ichazo as the Father. He believes he received the seed of the Enneagram from Ichazo, and as the Mother gave birth to it. Naranjo also credits a Western prophetic tradition that gave rise to the knowledge of the Enneagram as learned by Ichazo. This group gave Ichazo a seed knowledge, and also influenced some of the founders of the Sufi school that is commonly credited as the source. Naranjo (2003) credits Ichazo with giving him the key to the system, but believes he discovered the heart of it during a revelatory period in the Arica desert in Chile. Naranjo then integrated the spiritual Enneagram with modem psychology and brought it to the United States (Almaas, 1998). Ichazo credits Naranjo with "excellent psychological insights into the passions and the fixations, and their relationship to the -entire psyche" (Ichazo, 1998). Today, there are many important teachers who are adding to the body of

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knowledge about the Enneagram, such as Helen Palmer (1988), David Daniels (2004), Don Riso and Russ Hudson (1999), and A. H. Almaas (1998). The Enneagram is said to reveal unconscious personality patterns that are habitual ways of acting in the world. Knowledge of the patterns allows people to work with their fixated ego concerns. However, the theory claims that the Enneagram goes beyond the level of the personality. The Enneagram is part of a teaching tradition that views personality preoccupations as teachers, or indicators of latent abilities that unfold during the development of higher consciousness" (Palmer, 1988). According to theory, each Enneagram point has an underlying Holy Idea that represents the true nature of reality (Almaas, 1998). People are born in contact with one of the Holy Ideas. They slowly lose their feeling of connection with their Holy Idea and replace it with their ego structure. The ego is only an imitation of the Holy Idea. The Enneagram describes the nine different personality styles that the ego takes on to replace this felt loss of contact with Essence. It is believed that through working with the Enneagram fixation, people can reconnect with their Holy Idea (Maitri, 2000). The symbol of the Enneagram is a nine-pointed figure with a circle around it (Appendix 2.1). The Enneagram of personality has nine basic types. Each occupies one of the points on the symbol. The Enneagram type is the primary way people filter their experience by habitual patterns of attention (Palmer, 1988). (See Appendix 2.2). 2.5.2. Descriptions of the nine points The following short descriptions of each of the nine points are based on Palmer's descriptions (1988). Point One: The Perfectionist Perfectionists are convinced there is an absolute moral code. They follow the rules and feel ethically superior. They focus their attention on the correct thing to be done rather than on their own personal desire. Point Two: The Helper The Helper gives to others what they need in exchange for love, affection, and appreciation.

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They can be genuinely caring and supportive. Point Three: The Achiever They seek to be loved for their achievements. They can be workaholics. They always present a wonderful appearance and are very competitive. Point Four: The Tragic Romantic They are very sensitive and artistic. Fours like to live in the intensity of human experience and feel special in their extreme ranges of feeling. They are attracted to the unavailable lover. Point Five: The Observer Fives maintain emotional distance from others. They feel drained by other people's needs. They are analytical and objective. Point Six: The Devil's Advocate Sixes are loyal and identify with the underdog. They question authority and are plagued by fear. Phobic Sixes give in to their fear, whereas counter phobic Sixes go against their fear in an aggressive way. Point Seven: The Epicure Sevens are eternally young and light-hearted. They like adventure. They are charming but have a hard time with commitment. Point Eight: The Boss Eights are direct and assertive. They can be aggressive and controlling. They protect family and friends. They are known for their excesses in food, sex, and drink. Point Nine: The Mediator Nines can see all points of view and have a hard time finding their own opinion. They narcoticize their real feelings and desires through such distractions as food, TV, and drink. They do not show direct anger and avoid confrontation.

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According to theory, knowledge of Enneagram type can help people navigate through their inner realms (Palmer, 1988). The Enneagram helps to provide a map of the territory. Similarly, by working with the Psychographic Segmentation researchers can have insight into the consumers unconscious consumption-possession-personality traits. 2.5.3. Enneagram insight 2.5.3.1. Basic Enneagram personality type (www.enneagraminstitute.com) From one point of view, the Enneagram can be seen as a set of nine distinct personality types, with each number on the Enneagram denoting one type. It is common to find a little of yourself in all nine of the types, although one of them should stand out as being closest to oneself. This is the basic personality type. Everyone emerges from childhood with one of the nine types dominating their personality, with inborn temperament and other pre-natal factors being the main determinants of our type. This is one area where most all of the major Enneagram authors agreewe all are born with a dominant type. Subsequently, this inborn orientation largely determines the ways in which we learn to adapt to our early childhood environment. It also seems to lead to certain unconscious orientations toward our parental figures, but why this is so, we still do not know. In any case, by the time children are four or five years old, their consciousness has developed sufficiently to have a separate sense of self. Although their identity is still very fluid, at this age children begin to establish themselves and find ways of fitting into the world on their own. Thus, the overall orientation of our personality reflects the totality of all childhood factors (including genetics) that influenced its development. Several more points can be made about the basic type itself. People do not change from one basic personality type to another. The descriptions of the personality types are universal and apply equally to males and females, since no type is inherently masculine or feminine. Not everything in the description of your basic type will apply to you all the time because you fluctuate constantly among the healthy, average, and unhealthy traits

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that make up your personality type. The Enneagram uses numbers to designate each of the types because numbers are value neutral they imply the whole range of attitudes and behaviors of each type without specifying anything either positive or negative. Unlike the labels used in psychiatry, numbers provide an unbiased, shorthand way of indicating a lot about a person without being pejorative. The numerical ranking of the types is not significant. A larger number is no better than a smaller number; it is not better to be a Nine than a Two because nine is a bigger number. No type is inherently better or worse than any other. While all the personality types have unique assets and liabilities, some types are often more desirable than others in any given culture or group. Furthermore, for one reason or another, you may not be happy being a particular type. You may feel that your type is "handicapped" in some way. As you learn more about all the types, you will see that just as each has unique capacities, each has different limitations. If some types are more esteemed in Western society than others, it is because of the qualities that society rewards, not because of any superior value of those types. The ideal is to become your best self, not to imitate the assets of another type. 2.5.3.2. The triads (www.enneagraminstitute.com) The Enneagram is a 3 x 3 arrangement of nine personality types in three Triads. There are three types in the Instinctive Triad, three in the Feeling Triad, and three in the Thinking Triad, as shown below. Each Triad consists of three personality types that have in common the assets and liabilities of that Triad. For example, personality type Four has unique strengths and liabilities involving its feelings, which is why it is in the Feeling Triad. Likewise, the Eight's assets and liabilities involve its relationship to its instinctual drives, which is why it is in the Instinctive Triad, and so forth for all nine personality types. (See Appendix 2.3) The inclusion of each type in its Triad is not arbitrary. Each type results from a particular relationship with a cluster of issues that characterize that Triad. Most simply, these issues

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revolve around a powerful, largely unconscious emotional response to the loss of contact with the core of the self. In the Instinctive Triad, the emotion is Anger or Rage. In the Feeling Triad, the emotion is Shame, and in the Thinking Triad, it is Anxiety or Dread. Of course, all nine types contain all three of these emotions, but in each Triad, the personalities of the types are particularly affected by that Triad's emotional theme. (See Appendix 2.4) Thus, each type has a particular way of coping with the dominant emotion of its Triad. We can briefly see what this means by examining each type, Triad by Triad. In the Instinctive Triad, Eights act out their anger and instinctual energies. In other words, when Eights feel anger building in them, they immediately respond to it in some physical way, raising their voices, moving more forcefully. Others can clearly see that Eights are angry because they give themselves permission to express their anger physically. Nines deny their anger and instinctual energies as if to say, "What anger? I am not a person who gets angry." Nines are the type most out of touch with their anger and instinctual energies, often feeling threatened by them. Of course, Nines get angry like everyone else, but try to stay out of their darker feelings by focusing on idealizations of their relationships and their world. Ones attempt to control or repress their anger and instinctual energy. They feel that they must stay in control of themselves, especially of their instinctual impulses and angry feelings at all times. They would like to direct these energies according to the dictates of their highly developed inner critic (superego), the source of their strictures on themselves and others. In the Feeling Triad, Twos attempt to control their shame by getting other people to like them and to think of them as good people. They also want to convince themselves that they are good, loving people by focusing on their positive feelings for others while repressing their negative feelings (such as anger and resentment at not being appreciated enough). As long as Twos can get positive emotional responses from others, they feel wanted and are able to control feelings of shame. Threes try to deny their shame, and are potentially the most out of touch with underlying

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feelings of inadequacy. Threes learn to cope with shame by trying to become what they believe a valuable, successful person is like. Thus, Threes learn to perform well, to be acceptable, even outstanding and are often driven relentlessly in their pursuit of success as a way of staving off feelings of shame and fears of failure. Fours attempt to control their shame by focusing on how unique and special their particular talents, feelings, and personal characteristics are. Fours highlight their individuality and creativity as a way of dealing with their shameful feelings, although Fours are the type most likely to succumb to feelings of inadequacy. Fours also manage their shame by cultivating a rich, romantic fantasy life in which they do not have to deal with whatever in their life seems drab or uninteresting to them. In the Thinking Triad, Fives have anxiety about the outer world and about their capacity to cope with it. Thus, they cope with their fear by withdrawing from the world. Fives become secretive, isolated loners who use their minds to penetrate into the nature of the world. Fives hope that eventually, as they understand reality on their own terms, they will be able to rejoin the world and participate in it, but they never feel they know enough to participate with total confidence. Instead, they involve themselves with increasingly complex inner worlds. Sixes are the most anxious type, and the most out of touch with their own sense of inner knowing and confidence. Unlike Fives, Sixes have trouble trusting their own minds, so they are constantly looking outside themselves for something to make them feel sure of themselves. They might turn to philosophies, beliefs, relationships, jobs, savings, authorities, or any combination of the above. But no matter how many security structures they create, Sixes still feel doubtful and anxious. They may even begin to doubt the very people and beliefs that they have turned to for reassurance. Sixes may also respond to their anxiety by impulsively confronting it defying their fear in the effort to be free of it. Sevens have anxiety about their inner world. There are feelings of pain, loss, deprivation, and general anxiety that Sevens would like to stay clear of as much as possible. To cope with these feelings, Sevens keep their minds occupied with exciting possibilities and options as long as they have something stimulating to anticipate, Sevens feel that they can distract themselves from their fears. Sevens, in most cases, do not stop merely at

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thinking about these options, however. As much as possible they attempt to actually do as many of their options as they can. Thus, Sevens can be found staying on the go, pursuing one experience after another, and keeping themselves entertained and engaged with their many ideas and activities. 2.5.3.3. The wings (www.enneagraminstitute.com) No one is a pure personality type: everyone is a unique mixture of his or her basic type and usually one of the two types adjacent to it on the circumference of the Enneagram. One of the two types adjacent to your basic type is called your wing. Your basic type dominates your overall personality, while the wing complements it and adds important, sometimes contradictory, elements to your total personality. Your wing is the "second side" of your personality, and it must be taken into consideration to better understand yourself or someone else. For example, if you are a personality type Nine, you will have likely have either a One-wing or an Eight-wing, and your personality as a whole can best be understood by considering the traits of the Nine as they uniquely blend with the traits of either the One or the Eight. In our teaching experience over the years, we have also encountered some individuals who seem to have both wings, while others are strongly influenced by their basic type and show little of either wing. There is disagreement among the various traditions of the Enneagram about whether individuals have one or two wings. Strictly speaking, everyone has two wingsin the restricted sense that both of the types adjacent to your basic type are operative in your personality since each person possesses the potentials of all nine types. However, this is not what is usually meant by "having two wings," and proponents of the so-called twowing theory believe that both wings operate more or less equally in everyone's personality. (For example, they believe that a Nine would have roughly equal amounts of his or her Eight and One wings.) Observation of people leads us to conclude that while the two-wing theory applies to some individuals, most people have a dominant wing. In the vast majority of people, while the so-called second wing always remains operative to some degree, the dominant wing is far more important. (For example, Twos with Three-wings are noticeably different from Twos with One-wings, and while Twos with Three-wings have a One-wing, it is not nearly as

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important as the Three-wing.) It is therefore clearer to refer simply to a type's "wing" as opposed to its "dominant wing," since the two terms represent the same concept. It is, of course, necessary to identify your basic type before you can assess which wing you have. 2.5.3.4. The levels of development (www.enneagraminstitute.com) There is an internal structure within each personality type. That structure is the continuum of behaviors, attitudes, defenses, and motivations formed by the nine Levels of Development which makes up the personality type itself. This discovery (and the working out of all the traits that comprise each type) was made by Don Riso in 1977, and has been subsequently developed with Russ Hudson in the last ten years. They are the only Enneagram teachers to include this important factor in their treatment of the Enneagram. The Levels are an important contribution not only to the Enneagram but to ego psychology and the personality types of the Enneagram cannot be adequately explained without them. The Levels account for differences between people of the same type as well as how people change both for better or worse. Thus, they can also help therapists and counselors pinpoint what is actually going on with clients and suggest solutions to the problems they are having. The Levels of Development provide a framework for seeing how all of the different traits that comprise each type fit into a large whole; they are a way of conceptualizing the underlying "skeletal" structure of each type. Without the Levels, the types can seem to be an arbitrary collection of unrelated traits, with contradictory behaviors and attitudes often part of the picture. But by understanding the Levels for each type, one can see how all of the traits are interrelatedand how healthy traits can deteriorate into average traits and possibly into unhealthy ones. As pioneering consciousness philosopher Ken Wilber has noted, without the Levels, the Enneagram is reduced to a "horizontal" set of nine discrete categories. By including the Levels, however, a "vertical" dimension is added that not only reflects the complexity of human nature, but goes far in explaining many different, important elements within personality. Further, with the Levels, a dynamic element is introduced that reflects the changing nature of the personality patterns themselves. You have probably noticed that people change

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constantlysometimes they are clearer, more free, grounded, and emotionally available, while at other times they are more anxious, resistant, reactive, emotionally volatile and less free. Understanding the Levels makes it clear that when people change states within their personality, they are shifting within the spectrum of motivations, traits, and defenses that make up their personality type. To understand an individual accurately, it is necessary to perceive where the person lies along the continuum of Levels of his or her type at a given time. In other words, one must assess whether a person is in their healthy, average, or unhealthy range of functioning. This is important because, for example, two people of the same personality type and wing will differ significantly if one is healthy and the other unhealthy. (In relationships and in the business world, understanding this distinction is crucial.) The continuum is comprised of nine internal Levels of Developmentbriefly, there are three Levels in the healthy section, three Levels in the average section, and three Levels in the unhealthy section. It may help you to think of the continuum of Levels as a photographer's gray scale which has gradations from pure white to pure black with many shades of gray in between. On the continuum, the healthiest traits appear first, at the top, so to speak. As we move down the continuum in a spiral pattern, we progressively pass through each Level of Development marking a distinct shift in the personality's deterioration to the pure black of psychological breakdown at the bottom. The continuum for each of the personality types can be seen in Appendix 2.5. At each Level, significant psychological shifts occur as is indicated by the title we have given to it. For example, at Level 5, the Level of Interpersonal Control, the person is trying to manipulate himself and others to get his or her psychological needs met. This invariably creates interpersonal conflicts. By this Level, the person has also fully identified with the ego and does not see himself as anything more than that: the ego must therefore be increasingly defended and inflated for the person to feel safe and to keep their identity in tact. If this activity does not satisfy the person, and anxiety increases, he or she may deteriorate to the next state, Level 6, the Level of Overcompensation, where their behavior will become more intrusive and aggressive as they continue to purse their ego-agenda. Anxiety is increasing, and the person is increasingly disruptive, and focused on getting his needs met, regardless of the impact on people around them.

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One of the most profound ways of understanding the Levels is as a measure of our capacity to be present. The more we move down the Levels, the more identified we are with our ego and its increasingly negative and restrictive patterns. Our personality becomes more defensive, reactive, and automatic and we consequently have less and less real freedom and less real consciousness. As we move down the Levels, we become caught in more compulsive, destructive actions which are ultimately self-defeating. By contrast, the movement toward health, up the Levels, is simultaneous with being more present and awake in our minds, hearts, and bodies. As we become more present, we become less fixated in the defensive structures of our personality and are more attuned and open to ourselves and our environment. We see our personality objectively in action rather than "falling asleep" to our automatic personality patterns. There is therefore the possibility of "not doing" our personality and of gaining some real distance the negative consequences of getting caught in it. As we become more present, we see our personality traits more objectively and the Levels become a continuous guide to self-observation, a map that we can use to chart where we are in our psycho-spiritual development at any given time. As we move "up" the Levels, we discover that we are freer and less driven by compulsive, unconscious drives and therefore able to act more effectively in all areas of our lives, including in our relationships. When we are less identified with our personality, we find that we respond as needed to whatever life presents, actualizing the positive potentials in all nine types, bringing real peace, creativity, strength, joy, compassion, and other positive qualities to whatever we are doing. 2.5.3.5. Directions of integration (growth) and disintegration (stress) (www.

enneagraminstitute.com) As we have seen with the Levels of Development, the nine personality types of the Enneagram are not static categories: they reflect our change over time. Further, the sequence of the types and the arrangement of the inner lines of the symbol are not arbitrary. The inner lines of the Enneagram connect the types in a sequence that denotes what each type will do under different conditions. There are two lines connected to each type, and they connect with two other types. One line connects with a type that represents

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how a person of the first type behaves when they are moving toward health and growth. This is called the Direction of Integration or Growth. The other line goes to another type that represents how the person is likely to act out if they are under increased stress and pressurewhen they feel they are not in control of the situation. This second line is called the Direction of Stress or Disintegration. In other words, different situations will evoke different kinds of responses from your personality. You will respond our adapt in different directions, as indicated by the lines of the Enneagram from your basic type. Again, we see the flexibility and dynamism of the Enneagram. The Direction of Stress or Disintegration for each type is indicated by the sequence of numbers 1-4-2-8-5-7-1. This means that an average to unhealthy One under stress will eventually behave like an average to unhealthy Four; an average to unhealthy Four will act out their stress like an average to unhealthy Two; an average to unhealthy Two will act out under stress like an Eight, an Eight will act out under stress like a Five, a Five will act out like a Seven, and a Seven will act our like a One. (An easy way to remember the sequence is to realize that 1-4 or 14 doubles to 28, and that doubles to 57or almost so. Thus, 1-42-8-5-7and the sequence returns to 1 and begins again.) Likewise, on the equilateral triangle, the sequence is 9-6-3-9: a stressed out Nine will act out like a Six, a stressed out Six will act out like a Three, and a stressed out Three will act out like a Nine. (You can remember this sequence if you think of the numerical values diminishing as the types become more stressed and reactive. You can see how this works by following the direction of the arrows in Appendix 2.6. The Direction of Integration or Growth is indicated for each type by the reverse of the sequences for disintegration. Each type moves toward integration in a direction that is the opposite of its unhealthy direction. Thus, the sequence for the Direction of Integration is 17-5-8-2-4-1: an integrating One goes to Seven, an integrating Seven goes to Five, an integrating Five goes to Eight, an integrating Eight goes to Two, an integrating Two goes to Four, and an integrating Four goes to One. On the equilateral triangle, the sequence is 93-6-9: an integrating Nine will go to Three, an integrating Three will go to Six, and an integrating Six will go to Nine. You can see how this works by following the direction of the arrows in Appendix 2.7. No matter which personality type you are, the types in both your Direction of Integration

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and your Direction of Stress or Disintegration are important influences. To obtain a complete picture of yourself (or of someone else), you must take into consideration the basic type and wing as well as the two types in the Directions of Integration and Disintegration. The factors represented by those four types blend into your total personality and provide the framework for understanding the influences operating in you. For example, no one is simply a personality type Two. A Two has either a One-wing or a Three-wing, and the Two's Direction of Disintegration (Eight) and its Direction of Integration (Four) also play important parts in his or her overall personality. Ultimately, the goal is for each of us to "move around" the Enneagram, integrating what each type symbolizes and acquiring the healthy potentials of all the types. The ideal is to become a balanced, fully functioning person who can draw on the power (or from the Latin, "virtue") of each as needed. Each of the types of the Enneagram symbolizes different important aspects of what we need to achieve this end. The personality type we begin life with is therefore less important ultimately than how well (or badly) we use our type as the beginning point for our self-development and self-realization. 2.5.3.6. The three instincts (www.enneagraminstitute.com) The three Instincts (often erroneously called "the subtypes") are a third set of distinctions that are extremely important for understanding personality. A major aspect of human nature lies in our instinctual "hard wiring" as biological beings. We each are endowed with specific instinctual intelligences that are necessary for our survival as individuals and as a species. We each have a self-preservation instinct (for preserving the body and its life and functioning), a sexual instinct (for extending ourselves in the environment and through the generations), and a social instinct (for getting along with others and forming secure social bonds). While we have all three Instincts in us, one of them is the dominant focus of our attention and behavior - the set of attitudes and values that we are most attracted to and comfortable with. We each also have a second Instinct that is used to support the dominant Instinct, as well as a third Instinct that is the least developed - a real blind spot in our personality and our values. Which Instinct is in each of these three places - most, middle, and least developed - produces what we call our "Instinctual Stack" (like a three-layer cake) with

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your dominant Instinct on top, the next most developed Instinct in the middle, and the least developed on the bottom). These instinctual drives profoundly influence our personalities, and at the same time, our personalities largely determine how each person prioritizes these instinctual needs. Thus, while every human being has all three of these instincts operating in him or her, our personality causes us to be more concerned with one of these instincts than the other two. We call this instinct our dominant instinct. This tends to be our first priority - the area of life we attend to first. But when we are more caught up in the defenses of our personality further down the Levels of Development - our personality most interferes with our dominant instinct. Further, our Enneagram type flavors the way in which we approach our dominant instinctual need. Combining our Enneagram type with our dominant instinct yields a much more specific portrait of the workings of our personality. When we apply the distinctions of these three instincts to the nine Enneagram types they create 27 unique combinations of type and dominant instinct that account for differences and variability within the types. These combinations are called the Instinctual Variants. Self preservation instinct People who have this as their dominant instinct are preoccupied with the safety, comfort, health, energy, and well-being of the physical body. In a word, they are concerned with having enough resources to meet life's demands. Identification with the body is a fundamental focus for all humans, and we need our body to function well in order to be alive and active in the world. Most people in contemporary cultures are not faced life or death "survival" in the strictest sense; thus, Self-Preservation types tend to be concerned with food, money, housing, medical matters, and physical comfort. Moreover, those primarily focused on self-preservation, by extension, are usually interested in maintaining these resources for others as well. Their focus of attention naturally goes towards things related to these areas such as clothes, temperature, shopping, decorating, and the like, particularly if they are not satisfied in these areas or have a feeling of deficiency due to their childhoods. Self-Pres types tend to be more grounded, practical, serious, and introverted than the other two instinctual types. They might have active social lives and a

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satisfying intimate relationship, but if they feel that their self-preservation needs are not being met, still tend not to be happy or at ease. In their primary relationships, these people are "nesters"they seek domestic tranquility and security with a stable, reliable partner. Sexual (aka "Attraction") instinct Many people originally identify themselves as this type because they have learned that the Sexual types are interested in "one-on-one relationships." But all three instinctual types are interested in one-on-one relationships for different reasons, so this does not distinguish them. The key element in Sexual types is an intense drive for intimacy and a constant awareness of the "chemistry" between themselves and others. Sexual types are immediately aware of the attraction, or lack thereof, between themselves and other people. Further, while the basis of this instinct is related to sexuality, it is not necessarily about people engaging in the sexual act. There are many people that we are excited to be around for reasons of personal chemistry that we have no intention of "getting involved with." Nonetheless, we might be aware that we feel stimulated in certain people's company and less so in others. The sexual type is constantly moving toward that sense of intense stimulation and intimacy in their relationships and in their activities. They are the most "energized" of the three instinctual types, and tend to be more aggressive, competitive, charged, and emotionally intense than the Self-Pres or Social types. Sexual types need to have deep intimacy in their primary relationships or else they remain unsatisfied. They enjoy being intensely involvedeven mergedwith others, and can become disenchanted with partners who are unable to meet their need for intense energetic union. Losing yourself in a "fusion" of being is the ideal here, and Sexual types are always looking for this state with others and with stimulating objects in their world. Social (aka "Adaptive") instinct Just as many people tend to misidentify themselves as Sexual types because they want oneon-one relationships, many people fail to recognize themselves as Social types because they get the (false) idea that this means always being involved in groups, meetings, and parties. If Self-Preservation types are interested in adjusting the environment to make themselves more secure and comfortable, Social types adapt themselves to serve the needs of the social situation they find themselves in. Thus, Social types are highly aware of other

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people, whether they are in intimate situations or in groups. They are also aware of how their actions and attitudes are affecting those around them. Moreover, Sexual types seek intimacy, Social types seek personal connection: they want to stay in long-term contact with people and to be involved in their world. Social types are the most concerned with doing things that will have some impact on their community, or even broader domains. They tend to be warmer, more open, engaging, and socially responsible than the other two types. In their primary relationships, they seek partners with whom they can share social activities, wanting their intimates to get involved in projects and events with them. Paradoxically, they actually tend to avoid long periods of exclusive intimacy and quiet solitude, seeing both as potentially limiting. Social types lose their sense of identity and meaning when they are not involved with others in activities that transcend their individual interests. 2.6. Enneagram and Other Lifestyle Instruments Enneagram has a unique style of personality classification, it does not follow a pattern of ascending or descending but follows a circular pattern. This signifies that an individual does not have to cross the steps before reaching some higher state. He or she can achieve or try to achieve that particular status by being in the present status itself. This is in stark contrast to both Maslow (1954) and VALS2 that portray that an individual has to successfully graduate from one lower step to move on to a higher step. Although VALS was initially praised in the press as revolutionary (Atlas 1984, Dougherty 1981), by the mid 1980s, marketers were disillusioned. VALS ran into problems because its originator, Arnold Mitchell (1983), made a crucial research mistake (Heath 1995). He embraced Maslows needs hierarchy and designed a study to prove the theory. This is unfortunate because the basic purpose of research is to discover whatever truth exists in the data or population but not to impose some preconceived ideas on the data set. To counter the criticism VALS2 with eight groups was introduced. The top group is termed actualizers, who are successful consumers with many resources (Heath 1996). The next three groups also have sufficient resources but differ in their outlooks on life (Riche 1989). Fulfillers, Achievers and Experiencers The next four groups have fewer resources. They are: Believers, Strivers, Makers and Strugglers. Such diversity is the order of any consumer market, the Enneagram allows viewing diversity in all its richness. It provides a truly

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versatile set of tools with which to classify and segment. An Enneagram literate marketing manager will be able to spot the pattern of association, integration and disintegration of the customer segments and if needed take appropriate action at the opportune moment. One interesting fact to note is that, although widely used in commercial applications, the values and lifestyle systems (VALS) has rarely been investigated in academic settings (Novak, MacEvoy 1990). Whereas the list of values (Kahle 1983) that gained widespread popularity in the academia is rarely used in the commercial settings. In fact, most of the consumer behavior textbooks do not even mention the LOV. The nine values (self-respect, being well respected, warm relationships with others, a sense of belonging, fun and enjoyment in life, excitement, self-fulfillment, a sense of accomplishment, security) were developed from a theoretical base of Feathers (1975), Maslows (1954) and Rokeachs (1973) work on values in order to assess adaptation to various roles through value fulfillment (Kahle 1983). Though the authors of LOV claim it to be superior to VALS, there are some shortcomings in this segmentation. Firstly, just the list of values as such is not an accurate segmentation basis. If the LOV is combined with the demographic data, then the LOV and demographics together become superior compared to just the VALS. Whereas VALS alone is more useful than the LOV alone. The proponents of LOV claim that it is simpler to administer compared to VALS but this simplicity pales in comparison with the Enneagram. Enneagram doesnt take a uni-dimensional approach to personality classification, it takes a multi-dimensional approach. The inherent drawback of LOV is that it classified consumers based only on their value preferences. Both VALS and LOV have been carefully considered within the context of lifespan development psychology. Though even Enneagram has this in an underlying manner it is not pronounced. Both LOV and VALS have identified an inner-outer distinction. In VALS the distinction is called outer-directed v/s inner directed, but it derives from Reisman et al.(1950) concept of other directed (Holman 1984). In the LOV research, the distinction is between internal v/s external locus of control (Rotter 1966). LOV also notes the importance of people in value fulfillment. All this gives an impression that both these theories can act as perfect background for Enneagram. Though Enneagram doesnt follow the inner-outer classification, it attempts to picture a person as possessing both the inner

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and outer orientations. Through the wings, a person with one set of traits embraces another set of traits. Though LOV moves away from VALS it nevertheless fails to give an in-depth understanding of the personality type. On the other hand Enneagram gives a better description of consumer profile even without a thorough integration of the demographics. Unlike PRIZM, Potential rating by Zip market, (Claritas Inc.) Enneagram is not country specific or culture specific and can be used in any country. Though PRIZM is the third popular typology in psychographic segmentation (Weiss 1988, Valle 1994) it tends to predict broad product category and not brands (Cooper 1988). Enneagram doesnt suffer from such inherent drawbacks, of course if the pace with which several US based firms are embracing the Enneagram is any indication then in the very near future there will be an abundance of theory linking Enneagram as the segmentation descriptor influencing the decision of the firm. 2.7. Reliability Issues The Riso-Hudson Enneagram Type Indicator (RHETI) is the most widely used instrument for assessing Enneagram types. Newgent, et al. (2004) have empirically researched the reliability and validity properties of this instrument. The authors report an adequate degree of internal consistency for RHETI and a strong support for its heuristic value. Brown and Bartram (2005) found that the nine personality types of the Enneagram are "real and objective," and that they stand on a par psychometrically with the Myers-Briggs system, the Big Five, and other well-known, accepted psychological systems. While these are encouraging results, more work is needed to establish the Enneagram as a psychometrically solid instrument along the lines of NEO PI-R. 2.8. Purpose and Objective of the Study Upon an explorative research, it has been realized that there is a lack of behavioral instruments beneficial in this manner to measure the customers behavioral patterns, to gather meaningful results and more clearly explain consumers attitudes under certain circumstances. Among the people contacted Selim Uzunolu, Ass. Prof. at Celal Bayar University and has books on Enneagram, Yusuf Karabulut, a Ph.D. candidate and a Psychologist who wrote a foreword to Enneagram Institutes book in Turkey, Fahri Karaka a Ph.D. candidate and researcher in the Faculty of Management at Canada McGill

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University having research on Team Management and Leadership utilizing Enneagram, have summarized that the research made by the agencies are somehow ignoring the individual differences but instead caring the general cultural tendencies of a group of people while conducting a survey. In this research the aim is to illustrate how the ancient and mystical technique of the Enneagram can be effectively used as a base for psychographic segmentation. With the Enneagram finding ever-increasing applications in strategic management and human resource development, it is only fitting that scholar in marketing harness the diagnostic and predictive power of the Enneagram. However, adoption of the Enneagram for marketing purposes will require further conceptual development and empirical analysis. More specifically, the applications of the Enneagram theory in psychographic segmentation have been discussed. Toward these ends, this research has four objectives: (1) to provide a broad understanding of the importance of personality in market segmentation; (2) to briefly discuss the commonly used personality tools in market segmentation and compatibility of these tools with Enneagram and its origins and with the nine main personality types inherent in the Enneagram theory; (3) to illustrate how the nine personality types can be used in psychographic segmentation; and (4) to highlight research needs that would facilitate adoption of the Enneagram in the marketing literature. 2.9. Significance of the Study The Enneagram is an ancient technique of personality classification that dates back at least two thousand five hundred years. Practitioners of the Enneagram (pronounced any-a-gram) regard it as a vital link between the psyche and the spirit. Figuratively, the Enneagram is a circle enclosing nine equidistant points connected by nine intersecting lines. The nine points represent the different ways in which the nine underlying personalities constituting the Enneagram perceive and defend their "mental models" or realities. Peter Senge (1990) observes that the mental model each of us possesses determines not only how we make sense of the world, but also how we take action. Understandably, scholars and practitioners of management and human relations are exploring ways in which the richness and the dynamic power of the Enneagram can be utilized to understand human behavior. Oddly enough, the Enneagram has received no attention in the marketing literature whatsoever.

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This research makes a case for inclusion of the Enneagram in the repertoire of tools and techniques currently used to analyze consumer behavior. Generally, geographic, demographic, psychographic and behavioral variables form the base for segmentation in almost all of the consumer segmentation (Kotler et al 1998, Miller and Layton 2000, McCarthy, Perreault and Quester 1999). Though there are different ways of segmenting a market, it has to be kept in mind that not all segments are effective or practical. The nine points on an Enneagram clearly demarcate the segments and the marketing strategy can be devised based on the size and potential yield of each type of segment. Enneagram attempts to segment the customers based on the personality types, so this type of segmentation will have its own advantages and limitations. The market segments should ideally be homogenous, heterogeneous, substantial and operational (McCarthy, Perreault and Quester 1999). This means that the customers in a market segment should be as similar as possible in terms of their responses to certain marketing mix variables. At the same time customers in different segments should be as different as possible to the other customers in the other segments. The segment should be large enough, so that it yields substantial return on investments and also the segmenting dimensions should be useful for deciding the marketing mix variables. Kotler et al (1998) also refer to the same criteria, but they name them as measurability, accessibility, substantiality and actionability. As in the case of any segmentation, even Enneagram might throw up segments that are not measurable or substantial. In such cases it is up to the marketers to make a proper judgment. In general, the Enneagram typology definitely meets the basic criteria set forth for any effective segmentation.

CHAPTER.3. METHODOLOGY

3.1. Scope of the Research This research will attempt to make a modeling that correlate Enneagram types with the requirements of psychographic segmentation, personality theories and personality-

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consumption-possession traits. A possible outcome of this research will be a holistic and beneficial tool for every sector in terms of market segmentation. Additionally, if it is possible to gather similar results for the modeling from the sources that we will obtain information from then this typology can be worthy for targeting fragmented market segments in economies of time. 3.2. Research Design As shown in the Appendix 3.1 in this research, market segmentation and segmentation bases will be covered again to emphasize the importance of the personality and the psychographic segmentation among other segmentation bases. Enneagram will be introduced more in detail. With a comprehensive understanding of Enneagram Personalities an interview protocol containing tables of compatibility of Enneagram Typologies with some examples of personality-consumption-possession traits and theories and constructs of these traits is designed. (See appendix 3.2). Also this protocol consists of open ended questions in accordance with qualitative research techniques leading the interviewees nurture our expected result of conformity of Ennegram utilization for psychographic segmentation. With that design we aim to achieve two major results. First a proper interview protocol that will be constructed to be conducted as a questionnaire in our qualitative interviews with the Enneagram experts. Second, after analysis of the proposed compatibility tables inside the interview protocol that will serve as an appropriate tool for a further quantitative research. 3.3. Statement of the Study: Enneagram Typologies Covering the Other Theories and Models Utilized In Psychographic Segmentation Theories of personalities and other personality-consumption-possesion traits existing in consumer behavior research each has played prominent role in the study of relationship between consumer behavior and personality. When the traits created by the researchers through these theories are examined once more from the perspective of Enneagram personalities it can be observed that there are certain similarities between the traits created and the constructs of these traits. Sigmund Freuds psychoanalytic theory of personality is a cornerstone of modern

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psychology. This theory was built on the premise that unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality. Researchers who apply Freuds psychoanalytic theory to the study of consumer personality believe that human drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying what they buy (Schiffman and Kanuk, 2007). Snack Foods and Personality Traits depicted in interview protocol as an example of Freudian-like approach to consumer behavior. When observed in depth each snack food eater trait reflects exactly one of the Enneagram personality. Enneagram seems to cover the items in Freudian approach of consumer behavior research. Several of Freuds colleagues disagreed with his contention that personality is primarily instinctual and sexual in nature. Instead, these neo-Freudians believed that social relationships are fundamental to the formation and development of personality. For instance a neo-Freudian researcher Karen Horney stressed that people continuously attempt to establish significant and rewarding relationships with others. She focused on the impact of child-parent relationships and the individuals desire to conquer feelings of anxiety. Horney proposed that individuals be classified into three personality groups: Compliant, aggressive, and detached. 1.Compliant individuals are those who move toward others. 2.Aggressive individuals are those move against others. 3.Detached individuals are those who move away from others. (Schiffman and Kanuk, 2007) The essential point related to Horneys theory is each personality belonging to one triad of Enneagram has a communication and image type just like summarized above. So Enneagram again has a relationship with this Neo-Freudian approach. And besides, like Neo-Freudians approach Enneagram has a wide view of explaining social interactions. Trait theory constitutes a major departure from the qualitative measures that typify the Freudian and Neo-Freudian movements. The orientation of trait theory is primarily quantitative and empirical; it focuses on the measurement of personality in terms of specific psychological characteristics, called traits. A trait is defined as any

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distinguishing, relatively enduring way in which one individual differs from another. Trait researchers have found that it is generally more realistic to expect personality to be linked to how consumers make their choices and to the purchase or consumption of a broad product category rather than a specific brand (Schiffman and Kanuk, 2007). Market mavenism scale is examined in the interview protocol an example of Trait Theory approach to consumer behavior. Again Enneagram seems to cover the items in Trait Theory approach of consumer behavior research. 3.4.Data Collection Method The data in this study was collected from the primary sources through face to face interviews with the Enneagram experts Selim Uzunolu, Yusuf Karabulut, and Fahri Karaka. The first part of the interviews will be consisting of double checking the data regarding Enneagram that are gathered from the secondary sources like limited number of books and websites bringing Enneagram and Market Research together. In the second part of the interview the interview protocol that has already been created with the aid of secondary sources and the scales of the topics regarding some examples of personalityconsumption-possession traits consisting in the table is reviewed. The target respondents will all be interviewed for 1-2 hours about their understanding of Enneagram and their perceptions of the presently existing personality-consumption-possession traits and theories and constructs of these traits on market segmentation, their individual comments on the compatibility tables. 3.5. Data Analysis: A qualitative investigation allows us to explore the richness and depth of individual perceptions, experiences, aspirations and values. Our investigation here seeks to examine carefully how existing consumer behavior models relates to Enneagram personality typologies. What we want to learn is how various dimensions of consumption-possessionpersonality traits converge and diverge to Enneagram Typologies. Greater understanding of these relations could lead to new theoretical insights about market segmentation. It would also help the practitioners to increase the fit between task requirements and the individual styles. In other words, we want to provide a more complete picture and a thick description of psychographic view of market segmentation.

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The interviews will be conducted varied in between 1 to 2 hours in length. The researcher asks questions and quickly takes notes using symbols and abbreviations. These notes are transcribed as full sentences just after the interview by the investigator. For purposes of the study reported here, a grounded theory approach (Glaser and Strauss, 1967) will be used in data analysis, with a focus on material specifically related to consumer behavior context. The interview transcripts will be read to extract data on how these experts thoughts and perceptions about the explained theories and Enneagram. Three methods provided by Kuzel and Like (1991) were utilized to enhance the validity or trustworthiness of qualitative data collected with interview method in this study. Kuzel and Like (1991) summarize four techniques that researchers can utilize during data collection and may increase the validity or trustworthiness of research findings. Additionally, a critical reader of a qualitative study can also look for the following characteristics in a final report, article, or book: 1. Member checking. During the interview, member checking consists of the researcher restating, summarizing, or paraphrasing the information received from a respondent to ensure that what was heard or written down is in fact correct. Following data collection, member checking consists of reporting back preliminary findings to respondents or participants, asking for critical commentary on the findings, and potentially incorporating these critiques into the findings. Both forms of member checking may add accuracy and richness to a final report. 2. Disconfirming Evidence. This is a procedure whereby a researcher actively seeks accounts from other respondents that differ from the main or consensus accounts in critical ways. The inclusion of complementary and conflicting data may strengthen the validity of the data collected. If the researcher cannot uncover disconfirming evidence, then the findings may be relatively stronger and more convincing. 3. Triangulation. Triangulation is an approach that utilizes multiple data sources (e.g. archival, interview, video), multiple informants (e.g., various key informants), and multiple methods (e.g., participant observation, focus groups), in order to confirm or validate research findings. A primary goal of triangulation is to gather multiple perspectives so as

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to gain a more complete understanding of phenomena. 4. Thick Description. Thick description refers to a detailed description of a phenomenon that includes the researchers interpretation in addition to the observed context and processes. It may also include providing a thorough accounting of the methods and procedures followed during and after data collection. The first method "member checking" tries to tackle the pitfall of unchecked interpretation. During the interview; restating, summarizing or paraphrasing the information from the respondent were used to make sure that it is still considered correct. The investigator enters into a dialogue with the respondents and gave them the opportunity to confirm, clarify, challenge, critique, or correct the researcher's construction of reality. This process enhances the likelihood that the results of the inquiry really represent the point of view of the respondent. The fourth method "thick description" is used secondly in order to make the respondents felt themselves comfortable and gave a lot of details about the inner workings of their minds regarding their area of expertise. The second and the third methods are utilized for the aim the results of the interviews to be analyzed and the qualitative responses are checked and cross-validated according to these test results.

CHAPTER.4. RESEARCH FINDINGS

4.1. Enneagrams Compatibility with Other Frameworks This chapter contains the qualitative findings obtained in conclusion of the interviews realized with Enneagram experts. From a general perspective it may not be a mistake to emphasize that the resemblance and compatibility of Enneagram with the selected theories and models in market segmentation concluded after each interview seems to be quite similar in some particular points. Only the common implications are asserted below.

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4.1.1. Enneagram and McClellands trio of needs When the similar answers of the interviewees consolidated it has been seen that there is rigid bound between McClellands theory and Enneagram. The table in Appendix 4.1. asserts the common conclusions. According to these common conclusions Enneagram Types 2, 3, 4 which are all in feeling triadic group are concluded as having resemblance with Need for Affiliation motive. The strange disorder seems to happen in thinking and instinctive triadic groups of Enneagram. There is also an order within this disorder, because each of three motives of triadic groups follows the path of having resemblance with Need for Power, Need for Affiliation, Need for Achievement. That is 5, 6, 7 of thinking triadic groups members have resemblance with Need for Power, Need for Affiliation, Need for Achievement respectively, 8, 9, and 1 of instinctive triadic groups members have also resemblance again with Need for Power, Need for Affiliation, Need for Achievement respectively. 4.1.2. Enneagram and snack food traits When the similar answers of the interviewees consolidated it has been seen that there is rigid bound between Snack Food Traits and Enneagram. See table in Appendix 4.2. asserting that there is a 100% agreement among the interviewees. It is emphasized that there is strong and clear link between each of Snack Food Trait and each of Enneagram type and this is unanimously approved. That is: Enneagram type one has resemblance with Tortilla Chips eaters Personality traits. Enneagram type three has resemblance with Potato Chips eaters Personality traits. Enneagram type four has resemblance with Popcorn eaters Personality traits. Enneagram type five has resemblance with Snack Crackers eaters Personality traits. Enneagram type six has resemblance with Cheese Curls eaters Personality traits. Enneagram type seven has resemblance with Pretzels eaters Personality traits. Enneagram type eight has resemblance with Meat Snacks eaters Personality traits.

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Enneagram type nine has resemblance with Nuts eaters Personality traits. Only the Enneagram type that has no clear resemblance with Snack Food Eaters Traits is Enneagram type two. 4.1.3. Enneagram and Karen Horneys CAD scale There are a number of ways to cluster the nine types into groups of three based upon some similar personality dynamics. The table in Appendix 4.3. asserts the common conclusions on making an alternative triadic cluster of the nine types through Karen Horneys Social Style Types. Here, the 9 types are clustered into three groups of three types each, based upon their resemblance with Karen Horneys Social Style Types: Karen Horneys Assertive Types has resemblance with Enneagram types 3, 7 and 8. The common redefinitions and examples from the speeches of these types by the interviewees according to Karen Horneys Assertive Types are summarized below: Enneagram type three Self-assured, attractive, charming Can be status-conscious, competitive and highly driven for personal achievement

I deal with challenges by deciding that there must be an efficient solution to this - I (or you) just need to get to work on it. Sometimes I would like to be able to take a break and just relax, but then I feel that I have to be the best I can beno matter what. So I get back on the treadmill and make the best of it. Enneagram type seven: Versatile, spontaneous, gregarious Can be overextended, scattered and undisciplined

When there is a challenge to deal with, I recognize that a problem may exist, but it doesn't

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seem to have anything to do with me. I easily make lemonade out of lemons. I know that I sometimes live my life in excess. I can easily accumulate too many things that I never use, or schedule myself to go to too many places. Enneagram type eight Strong, powerful, assertive, a force to be reckoned with Can be domineering, confrontational and intimidating

I deal with challenges by letting people know just how I feel. I might get angry for a moment, but then it passes. I don't think I even realize how intensely I live. But when I think about it, I find myself pushing and pushing. I'm good at keeping people at an emotional distance from me. Karen Horneys Compliant Types has resemblance with Enneagram types 1, 2 and 6. The common redefinitions and examples from the speeches of these types by the interviewees according to Karen Horneys Assertive Types are summarized below: Enneagram type one: Ethical, conscientious, strong sense of right and wrong Can be critical and perfectionistic

I deal with challenges by taking a mature, responsible and sensible approach with an emphasis on consequences I feel more comfortable if I know the "rules." I can feel frustrated by the behavior and activities of others. I have high standards, and I can be pretty judgmental of myself and others. Enneagram type two: Empathetic, sincere, warm-hearted Can be sentimental, flattering, and people-pleasing

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I deal with challenges by figuring out how I can help others. They need it more than I do. Sometimes others tell me to "take care of myself," but that sounds selfish to me. I do feel secretly a bit resentful when my efforts and good intentions aren't recognized, though. Enneagram type six: Reliable, hardworking and responsible Can be pessimistic, overly concerned with safety and highly anxious

I experience challenges around being pulled into too many directions. When the pressure builds-up, I can go on the offensive or be defensive. I sometimes don't feel confident about a direction to take, and ask others their opinions. I've had a tendency to put others on a pedestal, and then can feel disappointed. I sometimes question who or what to trust. Karen Horneys Withdrawn Types has resemblance with Enneagram types 4, 5 and 9. The common redefinitions and examples from the speeches of these types by the interviewees according to Karen Horneys Assertive Types are summarized below: Enneagram type four: Self-aware, reserved, quiet Can be moody, self-conscious, feels misunderstood

I deal with challenges by feeling my emotions. I generally need to express my hurt, and want someone to genuinely acknowledge my feelings. I sometimes look at others and wonder how their lives can be so good when I have so many disappointments. It's not unusual for me to even feel depressed. I'm not sure anyone else can understand my depth of feeling. Enneagram type five: Insightful, alert, cerebral Can be preoccupied with their thoughts, reclusive and detached

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I deal with challenges by thinking through all the possible issues and ramifications. I sometimes need to withdraw to have enough space to think it through. I don't need a lot of "things" in my life. I might be considered a minimalist. I need to make sure that I'm mentally prepared for whatever the demands from others are sometimes it seems they want too much. Enneagram type nine: Good-natured, supportive, self-effacing Can be complacent, stuck in comfortableness and "missing in action"

I deal with challenges by downplaying it or reframing it in a positive light. Sometimes others see things as problems that I don't think are a problem at all. I often feel vague or cloudy in my thinking. I find it hard to know what my priorities are, and find myself busy doing a lot of things without seeming to get anywhere. Sometimes my energy is very low. It's easy for me to 'check-out.' 4.1.4. Enneagram and market mavenism Market mavens may be influenced by both a responsiveness to feelings of obligation or responsibility and an anticipation of social exchanges or interactions. These underlying aspects of Market Mavenism suggest relationships with two of the global types of Enneagram. Enneagram type two, essentially a positive social trait, should be related directly with the inclination to anticipate and seek social interactions. Enneagram type three, the tendency to be responsible, dependable and organized, should relate to responsiveness to perceived obligations. Accordingly, it is proposed that Enneagram type 4 5 and 8 are scored showing the least tendency to be a Market Maven. But it is clearly stated by all of the interviewees that being a Market Maven concept can also change through selected sector or selected product. An Enneagram type who has less tendency to be a Market Maven may as well display behaviors like Market Mavens depending on their interest on the selected sector or product. So we asked the interviewees on which sectors or products may strongly evaluated as of interest to which Enneagram types. Very similar or common answers to this question is summarized next as well as in Appendix 4.4.

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4.1.4.1. Related sectors or products of the Enneagram types Enneagram type one: Personal care, general cleaning products, standard, classical products. Enneagram type two: Giftware, textile, fashion wear, cosmetics, colorful, brilliant, imposing items, curios, trinkets, ice-cream, dried fruits. Enneagram type three: Textile, footwear, automobile, products giving status, wrist watch, pen, professional products, products with logo, brandmarks, favorite products, elite, excellent products. Enneagram type four: Original products, artistic products, design products, exotic products, decorative articles, interesting and niche articles, boutique, excessively expensive, rare or unique articles. Enneagram type five: Technological products, books, informative items, deep professional items, functional products, products related to internet, computers and information technologies. Enneagram type six: Informative, life expediting products, telecommunication products, security products, comfortable products, practical, original products, refreshing, progressive items, sophisticated. Enneagram type seven: Original, colorful, sophisticated, fashionable, challenging, interesting, refreshing, advanced technological products.

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Enneagram type eight: Excessively expensive, luxury, products giving power or status, powerful brands, automobile, machinery. Enneagram type nine: Technological, functional products, products related to internet, informative products. 4.1.5. Enneagram and Kahles List of Values When the similar answers of the interviewees consolidated it has been seen that there is rigid correlation between Kahles List of Values and Enneagram. The table in Appendix 4.5. asserts the common conclusions or clusters of common answers. According to the common answers of the interviewees it can be stated that there is a similarity between the Kahles list of values and Enneagram types particular sense of values. Also it seems that it is possible to make an order of priority relationship between these values and Enneagram type that more has the sense of that value. 4.1.6. Propositions derived from the interview regarding utilizing Enneagram in psychographic market segmentation 4.1.6.1. What do each Enneagram type want from a product? In this part the similar words from the answers of the interviewees are combed out and consolidated in order to constitute a holistic perspective of Enneagram types desires, expectations from a product and also what features of products are within their interest area are depicted. Enneagram type one: Quality, total quality, trust, brands that they are used to, valid brandmarks, low risky products, name-stream, main player in the market, perfect product, perfection, care, high service quality, attentive service, hygiene, order, they care about the content, expiration dates, economical, comparable, they compares a lot, accuracy, no mistakes, serious, elegance, courtesy, experience, well-mannered, content, certificated quality, courtesy, delicacy, hygiene.

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Enneagram type two: Easy, image building, cute, pretty, bright, colorful, related to family, related to friendship, love message, ornamental, decorative, apportionable services or products, advised, advisable, commonly approvable, brandmarks, well-assorted, humanistic, emotional, gift, customized, personalized, appliances, accessory, cosmetic. Enneagram type three: Brandmarks, logo, status, professional, occupational, piece of jewellery, apparatus, detailed, decorative, technological, cool, best, best quality, special brandmark, snob, prestigious, elite, high class, elegance, success symbolizing, rating, commonly appreciated, advised products, popularity, favorite, desirable, cosmetic. Enneagram type four: Special, niche, unique, unpopularity, excessive expensive, excessively personalized, meaningful, special meaning, luxury, face-to-face, self-respect, nice odour, cosmetic, decorative, ambience, rare, uncommon, exotic, artistic, self-expressive, original, different, stylish, fashion leader, divergent, authentic, line, attractive, high product personality, aesthetic, romantic, intellectual. Enneagram type five: Informative, specialism, excellence, expert, professional, alternative, functional, content, collectors item, up-to-date, futuristic, economical, sophisticated, intelligent, satisfying in terms of knowledge, online, specialist comment, serious, comparisons. Enneagram type six: Inspiring confidence, quality certificate, certificated quality, prestigious, traditional, wellknown, fundamental, habitual, prudent innovation, technical features, informative, respecting to consumer rights, brandmark, name-stream, delicate, economical, rational, practical, comfortable, guarantee, relationship quality, serious, brand loyalty, after sales service.

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Enneagram type seven: Easy consumer, no matter economical or not, spontaneous, different, original, attractive, colorful, enjoyable, entertaining, innovative, technological, new brands, no brand loyalty, variations, luxury, smart, design, aesthetic, modernity, novelty, exciting, exploitative, adventure, lust, fashion, cool, niche, apportionable, emotional satisfaction, intellectual, media, young, dynamic, energetic, positive, sportive, sexual. Enneagram type eight: Power, comfort, luxury, contradictory, sexual, related to body, habitual, expensive brandmark, satisfactory, respected, status, economical, high class, best brand, vip, A class, independent, guarantee, best service, best product, exotic, energetic, physical, gift, relationship quality, serious, after sales service. Enneagram type nine: Online consuming, alternative, well-assorted, consistent, easy accessible, brandmark, relationship quality, independent, traditional, routine, comfort, automatic, customer comments, comparisons, courtesy, delicacy, polite, well-mannered, technological, innovative, entertaining, recreative. 4.1.6.2. How wings in Enneagram effect consumers' behavior and how can we make a segmentation regarding wings? In addition to the basic personality type and the triads, one more concept is vital to understanding the Enneagram. This is the concept of wing. One of the two types next to your basic type is your wing. While basic type describes ones dominant personality the wing complements it, adding other, sometimes contradictory, elements to personality. For example, some one with type nine will have either a one-wing or an eight wing. Just as the Enneagram personality types can be shortened down into three triads, they can be elaborated into 18 types also. It is very essential that a wing is taken into consideration when the personality of an individual is being assessed. In a way, the wing gives a second side to the personality. From a marketing angle, it is very useful to analyze the wing because it gives out a different perspective of the consumers personality. A customer who

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normally doesnt purchase certain products can be and will be induced to buy them on some occasions and this can be understood from the wing of that person. Therefore, to get a good idea of the wing of any person, it is imperative that the two types adjacent to that type are studied in depth as well. The presence of these three categories in Enneagram makes it quite flexible. By not confining into nine rigid types, the Enneagram clearly stands out from the other typologies. This is the only typology that studies personality as a continuum. It is quite common for individuals to change for the better or for the worse. So Enneagram gives ample leeway for this change in the individuals. It is also interesting from a marketing angle because for ease of convenience it is better to just use the three triads as segments whereas to follow the criteria of measurability, actionability and sustainability it is probably advisable to use the wings as segments. It is this flexibility that makes the Enneagram more appealing from a marketing angle. The Enneagram shares several key principles with recent thinking on integrative management and marketing. Both are designed to achieve transformation, transformation of the system and the person to the best holistic self In the end of the day, both the consumer and the marketer should walk away with a feeling that they had a good transaction, i.e. win-win situation. This is where Enneagram fits the bill, it provides the wherewithal with which to accomplish win-win situation by empowering both the seller and the buyer to appreciate the frames of reference in which a good/service is being provided or being consumed. Each pattern of the Enneagram represents a very strong drive that is ingrained in ones self concept and that exercises great influence over ones behavior. From these words it is clear that ones behavior is influenced by the pattern on the number into which they fall. This is of high importance to marketers when the same behavior is analyzed from a consumption angle and thats exactly the point in favor of employing Enneagram as a typology of psychographic segmentation in consumer behavior. 4.1.6.3. How triads of Enneagram effect consumers' behavior and how can we make a segmentation regarding triads? In Enneagram theory, each type develops a specific psychological strategy or defense mechanism early in life to cushion emotional discomfort. This defense mechanism or vice becomes increasingly unnecessary as a person matures and may prevent him/her

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from being as happy or effective as they should be. It may also hinder their relationship with others. Though at first glance the Enneagram looks confusing and complicated, on closer observation it becomes pretty simple to comprehend. One of the interesting features of Enneagram is that it can be analyzed or used in three different ways. Though the basic figure looks at nine types it can be broken up into three categories. They are; the triad category, the nine types and the eighteen types characterized by the wings. The Triad: Broken down to the basic level, the Enneagram is an arrangement of nine types in three triads. So, there are three personality types each in the feeling, doing and relating triad. In each of these triads there are three personality types that symbolize the assets and liabilities of the triad. In other words, a particular personality type has either strengths or weaknesses attributed to feeling, doing or relating. For example, personality type two finds a place in the feeling triad because its assets and liabilities pertain to the feelings. In a similar manner, the sevens pros and cons involve doing so it is in the doing triad. However, it has to be kept in mind that the personality types of each triad are not arbitrary. In a typical triad, one of the types overdevelops the characteristics of the triad, the other under-develops the characteristics and the third one is most out of touch. For example, in the feeling triad, the two has overdeveloped its feelings, expressing only its positive emotions while repressing the negative ones. Whereas, three is completely or mostly out of touch with its feelings and the fours have under-developed feelings. In the same manner, the types in the doing and relating triad have underdeveloped, overdeveloped or out of touch capacity to do or relate. In the feeling triad there are twos, three and fours. The doing triad has fives, sixes and sevens, whereas the relating triad has eights, nines and ones. Another interpretation of the triad is that on the circle of Enneagram, there is an equilateral triangle with threes, sixes and nines as the three sides of the triangle. These three can be called as the primary personality types because they have the most trouble with feelings, doing or relating. All the other six types follow these primary types. So there is a link in terms of emotions between these triadic group. Briefly it can be said that the reactions of these triadic groups to a particular product, to a marketing campaign etc. will display definite similarities

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4.2. Revised Model of Enneagram Psychographic Segmentation: what kind of customer each Enneagram type is? All the existing studies have two common qualities: they add an extra dimension of psychology and/ or lifestyles to a demographic inquiry, and they use quantitative survey techniques. In a nutshell, psychographic segmentation can be used in a variety of ways: To define the target market, to create a new view of the market, to position the product, to better communicate product attributes (Rice 1988), to develop overall strategy and to market social and political issues (Lastovicka et al 1987). Enneagram and the lifestyle analyses are closely linked to each other. In an economic sense, ones lifestyle represents the way one has elected to allocate income, both in terms of relative allocation to different products and services and to specific alternatives within these categories (Zablocki, Canter 1976). Enneagram helps in analyzing why these customers choose to lead such lifestyles. The use of Enneagram will be better appreciated if each of the nine types is described in detail from a marketing angle based on the many descriptions given earlier in the research: Ones: Idealistic perfectionists (Goldberg 1996)They are very particular that rules, standards and procedures are strictly adhered to. As customers ones want to know that an organization or marketer has guidelines and directives and that they are being followed. They dont want the firm to take shortcuts, if found cutting corners they will sharply criticize the firm. They want to know that the seller cares about getting things right as much as they do. Neatness i.e. a clean shop and a clean waiting room counts in this case. Marketers have to act and present themselves to be ethical and honorable. Ones are impressed if the organizations mission statement is displayed and frequently referred to. Added to all the above it is crucial that the organization ensures that a very orderly and polite face is presented. Most Important: The Organization follows the procedures and its fair. Ideal Organization: Weight Watchers Twos: Open hearted helpers (Goldberg, Fomalont 2000)- personal relationships are of paramount importance to twos. They are eager to have a friendly customer relationship with the seller. A rough, impolite and cold seller will put off twos and they will start scouting for other places to give their business. It is important that the seller recognizes

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twos and makes it personal. It is important that the service provider takes additional steps like knowing the customers name and also providing a warm and personal service. The twos will be most impressed if they know that certain rule have been altered to specially favor them. Most Important: Personal service, flattery and cajoling. Ideal Organization: Mary Kay Cosmetics Threes: Hard-driving Performers (Hardin 1995)- want to finish the job quickly and efficiently, irrespective of who or what is in the way. Just Do It, the slogan of Nike targets the threes and customers who want to be threes. This tends to be the motto of threes. Getting a good deal and a quick turnaround as customers is very important to threes. They want to do business with a company thats successful and with a good reputation, a winner. It will be advantageous to show these customers newspaper clippings of the companys success and also positive customer feed back. The marketer should be efficient, very responsive and make an effort to give special time slots to the threes. They should be told how the price they are receiving is the best in the market and it is being done specially for them. It is advantageous to let them know that firm put its best foot forward. Most Important: That the organization is competent and successful and looks that way. Ideal Organization: McDonalds Fours: Aesthetic Connoisseurs (Naranjo 1990)-They have a passion for aesthetic appeal like quality and beautiful presentation. As customers they will be concerned that the organization listens carefully to their particular problems. Their concerns have to be tackled and honored with special care, uniqueness and style. Marketers should lay special emphasis and acknowledge the fours distinctive personal needs and problems. Special concessions like out of the way delivery or late night delivery will go a long way in impressing the fours. Packaging and handling the goods has special importance in the case of fours. The packaging should be done in such a manner as to impress their aesthetic sense. The physical surroundings of the transaction should also be plush and comfortable. Most Important: That the organization respects their unique problem. Ideal Organization: Saks 5th Avenue

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Fives: Thoughtful Sages (Riso, Hudson 1996)- Fives are very smart experts of the latest and best technical know-how in their field. They usually prefer working alone as they tend to be dispassionate about other people. As customers they are very keen to know whether the firm selling to them has the most up-to-date equipment and information. They are impressed when the manufacturer or a trade group certifies people or service providers. They want simple customer procedures that are not bothersome, in fact they will be very happy if a firm gives them something free of cost. In the case of fives the marketers should forget the small talk and get straight to the heart of the problem. Personal information and complex relationships are irrelevant here. Extra information about the product and service is always appreciated here. Pamphlets, manuals and do-it-yourself kits will impress the fives and they ought to be given out as free gifts. Most Important: Written complaints, E-mail, the facts, numbers and details. Ideal Organization: Anything.com Sixes: Prudent Trouble shooters (Naranjo 1994)- They are on the lookout for something to go wrong and also for some trust worthy sources. Complaints and protests can surely be expected if something goes wrong. They are great to analyze some tough technical problems. As customers, they will want to know if the marketer is competent or if he/she is trying to cheat them like everybody else. It is crucial that the firm keeps everything above board and also sticks to the commitment made. It is imperative that the selling organization builds up trust and sticks to its promised word and does exactly what was supposed to be done. A very patient hearing should be given to the complaints and they have to be treated in all seriousness. Transparency is highly appreciated by the sixes and this transparency should reveal the work and the costs. Detailed explanations are necessary and all the problems, real and potential, ought to be clearly presented to the customer. How these problems are being tackled and who is tackling them is also very important to the sixes. Most Important: What will go wrong and whether they can trust the organization Ideal Organization: CIA Sevens: Up beat visionaries (Goldberg, Fomalont 2000)- They are big picture planners who focus on all the great events and changes that are going to happen. Theyre smart, and

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they get excited, but they may struggle with staying focused on one thing until the end. As customers, they want the experience to be fun, up beat and hassle-free. The firm has to keep in mind that instant gratification has to be given to these customers whenever possible. They have to be presented with new and interesting and latest add ones. It is important that the marketer looks comfortable and in control and is able to handle all the details at the same time keeping pace with the customer requirements. Most Important: That it is a pleasure dealing with them. Ideal Organization: Virgin Air, Ben and Jerrys Eights: Take-charge Top dogs (Tilsner 1995)- Eights want to be the ones in power, ordering others about. They want their own way. As customers, in most cases, they can be blunt, confrontational and vengeful. Eights are a bit tough to handle for any marketer. The simple rule in this case is to ensure not to be bullied and a firm adherence to agreements is advocated. Limits have to be rigidly set and defined because eights have a tendency to always press for more. It is futile to counter argue with them and it is always advisable to be direct and to the point. It is crucial that the marketer stands his/her ground and clearly defines what service or product will be provided. Most Important: That they feel in control and that their complaints will shake up things. Ideal Organization: Microsoft Nines: Easygoing Mediators (Riso 1987)- slow and steady, intention is to keep proceedings calm and everybody functioning as a team. As customers it is most likely that they will not indulge in direct outbursts of anger but they will go about in a very circuitous manner in letting out what they want. It will be advantageous if the firm listens to what they dont want, because they give a lot of clues through this method. Marketers should give nines plenty of time and space and should never make the mistake of underestimating them. It is advantageous if they are made to understand that by providing a good or service to them their life will be made easy and comfortable. Most Important: Predictable habit and routine and long stories of procedures. Ideal Organization: Post Office

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CHAPTER.5. CONCLUSION

5.1. Limitations and Directions for future Research The personality types in the Enneagram have to be approached with a note of caution. First, no style reflects higher capability than any other. Second, ones overt personality may not be totally subsumed by a particular type description. Variations based on life experience, degree of emotional health, and parental Enneagram styles do powerfully impact the manifestations of personality (Riso, 1999). This paper attempts to answer a call for research that identifies a typology of consumption lifestyles. Though the Enneagram at this stage looks abstract it attempts to analyze the consumption patterns in an in depth manner rather than values, attitudes, interests or demographics believed to support such a pattern. The basic premise of this paper is that Enneagram will improve the manner in which psychographic segmentation is done, it will bring a multi-dimensional approach. However, the use and impact of Enneagram in psychographic segmentation has yet to be conclusively established. Future research in both the Enneagram and psychographic segmentation needs to validate the point up to which Enneagram can be employed. The next logical step after this paper is to undertake empirical research on a scale comparable to that of personality intruments commonly utilized in market research and validate the resourcefulness of Enneagram. This is not an easy task, as data collection especially for such a complex construct is always ridden with logistic and methodological concerns. However the eventual benefits resulting from an empirical study will far exceed the final costs. The Enneagram shares several key principles with recent thinking on integrative marketing. The globalization scenario in the world requires a much stronger emphasis on integrative marketing. The global market place requires integrated marketing solutions that combine advertising with direct mail, channel and trade management. And such strategies can be devised only if the market itself is thoroughly understood, which requires stronger market research. For the purpose of this research, Enneagram comes into the picture. With the help

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of Enneagram, the market can be thoroughly understood and later segmented to suit the marketers needs. A key area of research at this stage is to assess the adequacy of Enneagram and test this framework in relation to other competing typologies of psychographic segmentation. The task for researchers in marketing and consumer behavior is to use the Enneagram framework as a starting point, at this stage, with which to design a research of wider context. It is particularly exciting to visualize the role of Enneagram in marketing. This has not yet been done and it is definitely a very interesting introduction. At this stage Enneagram has already been extensively used and widely researched, moreover it is a very simple and straightforward test to administer. Don Richard Riso, has designed a questionnaire. It is understandable, non-threatening and easy to administer. It has already been used in diverse contexts such as project management and implementation, interpersonal relationships and communications, recruitment and training, personality assessment and self development. Across each of these contexts, Enneagram has exhibited tremendous diagnostic and predictive abilities. A reasonable appreciation to this typology is it helps understanding of different types and thus lead to the improvement of customer service, product positioning and target marketing that are so crucial to successful marketing. Another question that is worth of attention is the degree of differences that are visible among the nine types across countries. This means that it will be interesting and advantageous in the long run to apply Enneagram in a cross cultural context also. Enneagram will follow the premise that there are common segments in every country and these segments have consumers who intend to have more control on their lives and consumption. 5.2. Implications and Conclusion The Enneagram personality types is a tool that offers practical means of aiding people discover their inner selves and advance their understanding of others. Exploration of human evolution, including the evaluation of consciousness and development can be based on the Enneagram figure. Each character type is its own composite of qualities, defenses and attitudes that belie a single unconscious motivation. The types described in the Enneagram are drastically different in core values, worldview, personal and work relationships and in

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their relationship to the environment. Each type has its own way of falling into imbalance and ascending toward self-actualization. Understanding of the Enneagram types helps individuals to relate better with their own conflicting selves and with others in all aspects of their lives. The problem of successfully segmenting markets is one of the very complex tasks in marketing. This is because consumers operate on several levels and they are difficult to comprehend due to the multiplicity of responses or variations in the response patterns. The existing typologies for psychographic segmentation appeared inadequate and to a certain extent uni-dimensional. Hence a new typology that is quite different from the ones in vogue at present is put forth. This typology, Enneagram, draws from evidence in several fields of management, psychology and sociology. The complete adequacy and success of the Enneagram in marketing is not yet proved. Also in the immediate future, the objective of the researcher is to conduct a quantitative research correlating Enneagram Personality Types with the existing personality-consumption-possession traits. Difficulty in analyzing the accumulated data and in obtaining scientific references about the Enneagram Personality classification as well as the lack of any research about the appropriate and reliable methodology to test them kept the researcher from studying the comparative study mentioned above. However this study will be a motivation to realize the desire of the researcher to introduce Enneagram Personality Types into the world of consumer behavior research. Hence, it is hoped that the framework, Enneagram, that is proposed here will yield a number of thought provoking issues and a vigorous debate on the relative merits of the various typologies. It is believed that despite the obvious constraints involving consumer research and psychographic research, sustained efforts by way of far reaching conceptualization and empirical analysis will advance theory development in this crucial area. The Enneagram typology is just a starting step in that direction.

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APPENDICES

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APPENDIX 1.1. A MODEL OF CONSUMER DECISION MAKING

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APPENDIX 2.1. ENNEAGRAM CIRCLE

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APPENDIX 2.2. ENNEAGRAM TYPOLOGIES SUMMARY

(Compiled from Riso, 1987, 1990, 1995)

TYPE
One: Reformer, Perfectionist, Idealist Two: Helper, Giver, Mentor

CHARACTERISTICS

MANAGERIAL ORIENTATION

STRENGTHS
Idealism, Reasonableness, Objectivity Disinterestedness, Empathy, Generosity

WEAKNESSES
Intolerance, Obsessiveness, Punitiveness Manipulation, Coercion, Feeling Victimised

Wise Realist, Reasonable, A By the Book, Leads by Example, High Standards Principled Teacher Disinterested Altruist, Caring, Nurturing Helper Cheerleader, Appreciators, Management by Encouraging Others Task Oriented, Belief in Meritocracy, High Profile, Autocratic Intuitive, Bold Uncompromising Philosophical, Wellinformed, Detached Reckless, Protective of Inner Circle, Ally Management by Juggling, Walking Around and Networking Autocratic, Blunt, Confrontational Participatory, Inclusive, Sharing-orientation

Three: Motivator, Performer, Producer Four: Artist, Romantic, Innovator Five: Thinker, Observer, Sage Six: Loyalist, Trooper, Partner Seven: Generalist, Visionary, Futurist Eight: Leader, Advocate, Boss Nine: Peacemaker, Mediator, Diplomat

Authentic, Self-assured Person, Outstanding Paragon Inspired Creator, SelfAware, Intuitive, Selfrevealing Pioneering Visionary, Perceptive, Knowledgeable Self-affirming, Engaging Committed Loyalist Ecstatic Appreciator, Enthusiastic, Accomplished Generalist Magnanimous Hero, Self-confident, Constructive Self-Possessed, Receptive Supportive Peacemaker

Inner-directed, Adaptability, Opportunism, Duplicity, Ambitious Vindictiveness Creativity, Self-awareness, Individualist Understanding, Involvement, Expertise Self-Affirmation, Engagement, Cooperation Gratitude, Enthusiasm, Productiveness Self-Restraint, SelfConfidence, Influential Autonomy, Nonaggressiveness, Supportive Self-inhibition, Selftorment, Selfdestructiveness Rejection, Distortion, Derangement Inferiority, Over reaction, Masochism Dissipation, Compulsiveness, Gluttony Ruthlessness, Recklessness, Destructiveness Neglect, Dissociation, Self-abandonment

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APPENDIX 2.3. THE TRIADS OF ENNEAGRAM

APPENDIX 2.4. DOMINANT EMOTIONS OF THE TRIADS OF ENNEAGRAM

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APPENDIX 2.5. THE CONTINUUM OF THE LEVELS OF DEVELOPMENT

Level 1 Healthy Level 2 Level 3

The Level of Liberation The Level of Psychological Capacity The Level of Social Value

Level 4 Average Level 5 Level 6

The Level of Imbalance/ Social Role The Level of Interpersonal Control The Level of Overcompensation

Level 7 Unhealthy Level 8 Level 9

The Level of Violation The Level of Obsession and Compulsion The Level of Pathological Destructiveness

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APPENDIX 2.6. THE DIRECTION OF DISINTEGRATION

1-4-2-8-5-7-1 9-6-3-9

APPENDIX 2.7. THE DIRECTION OF INTEGRATION

1-7-5-8-2-4-1 9-3-6-9

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APPENDIX 3.1. RESEARCH DESIGN

MARKET SEGMENTATION BASES PSYCHOGRAPHIC

ENNEAGRAM

ENNEAGRAM PERSONALITY TRAITS CONSUMPTION TRAITS POSSESSION TRAITS

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APPENDIX 3.2. INTERVIEW PROTOCOL INTERVIEW PROTOCOL

* ** The questions will be read within order. Related information for each question will be read. (i1,.,i14)

*** The answer sheet related to each question will be filled in. (a1,.,a14) Questions 1 How do you reclassify the enneagram personalities relating them with David Clarence McClelland's theory of needs? Information (i1,.,i10) i1:McClelland's theory of needs Answer Sheet (a1,.,a10) a1:Enneagram and David Clarence Mcclelland's Theory Of Needs Compatibility

How do you reclassify the enneagram personalities relating them with Dr. Alan Hirsch's Snack Foods and Personality Traits?

i2:Dr. Alan Hirsch's Snack a2:Enneagram and Dr. Foods and Personality Alan Hirsch's Snack Traits Foods and Personality Traits Compatibility i3:Karen Horney's Personality Groups a3:Enneagram and Karen Horney's Personality Groups Compatibility a4:Enneagram and Market Maven Scale Compatibility a5:Enneagram and List of Values (Kahle 1983) Compatibility a6: a7:

How do you reclassify the enneagram personalities relating them with Karen Horney's personality groups?

Taking into consideration the market mavenim scale in which i4:Market Mavenism sectors or for what type of products which enneagram personality motives can most agree with the questions? Taking into consideration the list of values (Kahle 1983) context which value is the most important for which enneagram personality? What do each enneagram type want from a product? How wings in enneagram effect consumers' behavior and how can we make a segmentation regarding wings? i5:List of Values (Kahle 1983)

6 7

How triads in enneagram effect consumers' behavior and how can we make a segmentation regarding triads?

a8:

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i1: Information 1

McClelland's Theory of Needs

McClelland proposes that each of us have three fundamental needs that exist in different balances. These affect both how we are motivated and how we attempt to motivate others. In his acquired-needs theory, which draws on Murray's model, David McClelland proposed that an individual's specific needs are acquired over time and are shaped by one's early life experiences. Most of these needs can be classed as either achievement, affiliation, or power. A person's motivation and effectiveness in certain job functions are influenced by these three needs. McClelland's theory sometimes is referred to as the three need theory or as the learned needs theory. Later work indicated that motives are actually quite stable over long periods of time. 1 Achievement Seeks achievement, attainment of goals and advancement. Strong need for feedback, sense of accomplishment and progres. People with a high need for achievement (nAch) seek to excel and thus tend to avoid both low-risk and highrisk situations. Predominantly Achievement-motivated individuals avoid low-risk situations because the easily attained success is not a genuine achievement. In high-risk projects, the Achievement-motivated see the outcome as one of chance rather than one's own effort. High nAch individuals prefer work that has a moderate probability of success, ideally a 50% chance. Achievement-motivated individuals need regular feedback in order to monitor the progress of their achievements. They prefer either to work alone or with others like themselves. 2 Affiliation Need for friendships, interaction and to be liked. Those with a high need for affiliation (nAffil) need harmonious relationships with other people and need to feel accepted by other people. They tend to conform to the norms of their work group. High nAff individuals prefer work that provides significant personal interaction. They enjoy being part of groups and when not anxious make excellent team members, though sometimes are distractible into social interaction. They can perform well in customer service and client interaction situations. 3 Power Authority motivated needs to influence and make an impact. Strong need to lead and to increase personal status and prestige. A person's need for power (nPow) can be one of two types - personal and institutional. Those who need personal power want to direct others, and this need often is perceived as undesirable. Persons who need institutional power (also known as social power) want to organize the efforts of others to further the goals of the organization. Managers with a high need for institutional power tend to be more effective than those with a high need for personal power. Work by Abigail Stewart indicated that this motive can interact with emotional maturity; at Stage I, one feels powerful by being associated with the powerful, whereas at Stage IV one sees oneself as a channel to empower others. Source: http://www.arrod.co.uk/archive/article_motivational_needs.php

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a1: Answer Sheet 1

Enneagram and David Clarence Mcclelland's Theory Of Needs Compatibility

Instructions: Please give rates "1", "2" and "3" inside the boxes which means "1: has the most resemblance", "2:comparatively less resemblance than 1" and "3:comparatively the least resemblance" respectively where do you think that compatible item has a resemblance with related Enneagram Personality

McClelland's Motives
Need for Achievement
Seeks achievement, attainment of goals and advancement. Strong need for feedback, sense of accomplishment and progress

Need for Affiliation

Need for friendships, interaction and to be liked.

Need for Power

Authority motivated needs to influence and make an impact. Strong need to lead and to increase personal status and prestige.

Enneagram Types

1 2 3 4 5 6 7 8 9

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i2: Information 2

Snack Food and Personality Traits

Sigmund Freuds psychoanalytic theory of personality is a cornerstone of modern psychology. This theory was built on the premise that unconscious needs or drives, especially sexual and other biological drives, are at the heart of human motivation and personality. Researchers who apply Freuds psychoanalytic theory to the study of consumer personality believe that human drives are largely unconscious and that consumers are primarily unaware of their true reasons for buying what they buy (Schiffman and Kanuk, 2007). Snack Foods and Personality Traits depicted below is an example of Freudian-like approach to consumer behavior.

Snack Food and Personality Traits

SNACK FOODS Potato Chips Tortilla Chips Pretzels Snack Crackers Cheese Curls Nuts Popcorn Meat Snacks PERSONALITY TRAITS Ambitious, successful, high achiever, impatient with less than the best. Perfectionist, high expectations, punctual, conservative, responsible. Lively, easily bored with same old routine, flirtatious, intuitive, may overcommit to projects. Rational, logical, contemplative, shy, prefers time alone. Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order. Easygoing, empathetic, understanding, calm, even-tempered. Takes charge, pitches in often, modest, self-confident but not a show off. Gregarious, generous, trustworthy, tends to be overly trusting.

1 2 3 4 5 6 7 8

Source: From What Flavor is Your Personality?Discover Who You Are by Looking at What You Eat, by Dr. Alan Hirsch, (Naperville, IL: Sourcebooks, 2001).

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a2: Answer Sheet 2

Enneagram and Dr. Alan Hirsch's Snack Foods and Personality Traits Compatibility
Instructions: * Please relate each snack food with 4 Enneagram personlity rating them from 1 to 4 where 1means the most resemblance and 4 means comparatively the least resemblance".

Snack Foods and Personality Traits

SNACK FOODS 1 Potato Chips PERSONALITY TRAITS Ambitious, successful, high achiever, impatient with less than the best. Perfectionist, high expectations, punctual, conservative, responsible. Lively, easily bored with same old routine, flirtatious, intuitive, may overcommit to projects. Rational, logical, contemplative, shy, prefers time alone. 1 2 3

Enneagram Types
4 5 6 7 8 9

Tortilla Chips

Pretzels

Snack Crackers

Cheese Curls

Nuts

Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order. Easygoing, empathetic, understanding, calm, even-tempered. Takes charge, pitches in often, modest, selfconfident but not a show off. Gregarious, generous, trustworthy, tends to be overly trusting.

Popcorn

Meat Snacks

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i3: Information 3

Karen Horney's Personality Groups

Several of Freuds colleagues disagreed with his contention that personality is primarily instinctual and sexual in nature. Instead, these neo-Freudians believed that social relationships are fundamental to the formation and development of personality. For instance a neo-Freudian researcher Karen Horney stressed that people continuously attempt to establish significant and rewarding relationships with others. She focused on the impact of child-parent relationships and the individuals desire to conquer feelings of anxiety. Horney proposed that individuals be classified into three personality groups: Compliant, aggressive, and detached.

Compliant Personality Type

Moving Toward People Needs that move you towards others. These neurotic needs cause individuals to seek affirmation and acceptance. Moving Against People Needs that move you against others. These neurotic needs result in hostility and a need to control other people. These individuals are often described as difficult, domineering, and unkind.

Aggressive Personality Type

Detached (Withdrawn) Personality Type

Moving Away From Others Needs that move you away from others. These neurotic needs create hostility and antisocial behavior. These individuals are often described as cold, indifferent, and aloof.

Source 1: From Schiffman L.G. and Kanuk L.L. 2008, Consumer Behaviour, (9th ed), Prentice-Hall, NY. Source 2: http://psychology.about.com/od/theoriesofpersonality/a/neuroticneeds.htm

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a3: Answer Sheet 3

Enneagram and Karen Horney's Personality Groups Compatibility

Instructions: Please relate each Enneagram type with all of the Karen Horney's personality rating them from 1 to 3 where 1 means the most relation and 3 means comparatively the least.

Karen Horney's Personality Groups

Compliant
Compliant individuals are those who move toward others (they desire to be loved, wanted and appreciated.)

Aggressive
Aggressive individuals are those who move against others (they desire to excel and win admiration)

Detached (Withdrawn)
Detached individuals are those who move away from others (they desire independence, self-reliance, self-sufficiency, and individualism or freedom from obligations.)

Enneagram Types

1 2 3 4 5 6 7 8 9

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i4: Information 4

Market Mavenism

Market mavens are consumers who are highly involved in the marketplace and represent an important source of marketplace information to other consumers. Because of their influence on other consumers across a wide range of product domains, market mavens are particularly interesting to retailers

Market Maven Scale (Six-point Agree/Disagree Response Format)

1 2 3 4 5 6 I like introducing new brands and products to my friends. I like helping people by providing them with information about many kinds of products. People ask me for information about products, places to shop, or sales. If someone asked where to get the best buy on several products, I could tell him or her where to shop. My friends think of me as a good source of information when it comes to new products or sales. Think about a person who has information about a variety of products and likes to share this information with others. This person knows about new products,sales, stores, and so on, but does not necessarily feel he or she is an expert on one particular product. How well would you say that this description fit you? Source: Ronald E. Goldsmith, Leisa R. Flynn, and Elizabeth B. Goldsmith, "Innovation Consumers and Market Mavens." Journal of Marketing Theory and Practice 11 (Fall 2003):58.

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a4: Answer Sheet 4

Enneagram and Market Maven Scale Compatibility

Instructions: Please put an "SA", "A", "N", "D", "SD" meaning "SA:Strongly agree", "A:Agree", "N:Neutral", "D:Disagree", "SD:Strongly disagree" in the boxes below where do you think that one question of the scale is of interest to one Enneagram Personality or not.

Market Maven Scale (Six-point Agree/Disagree Response Format)

Product or Sector
Define Products or Sectors that you think will be of interest to the related Enneagram Personality.

1
I like introducing new brands and products to my friends.

2
I like helping people by providing them with information about many kinds of products.

3
People ask me for information about products, places to shop, or sales.

4
If someone asked where to get the best buy on several products, I could tell him or her where to shop.

5
My friends think of me as a good source of information when it comes to new products or sales.

6
Think about a person who has information about a variety of products and likes to share this information with others. This person knows about new products,sales, stores, and so on, but does not necessarily feel he or she is an expert on one particular product. How well would you say that this description fit you?

Enneagram Types

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i5: Information 5

List of Values

The list of values is a list of things that some people look for or want out of life.

List of Values (Kahle 1983)

1 2 3 4 5 6 7 8 9 Sense of Belonging Excitement Warm Relationships with others Sef-fullfillment Being well respected Fun and enjoyment of life Security Self-respect A sense of accompolishment Source: Kahle, Lynn R. (1983). Social Values and Social Change: Adaptation of Life in America. New York: Praeger.

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a5: Answer Sheet 5

Enneagram and List of Values (Kahle 1983) Compatibility

Instructions: ** Please relate each value with 4 of the Enneagram personlity rating them from 1 to 4 where 1means the most relation and 4 means comparatively the least.

Enneagram Types List of Values (Kahle 1983)

1 Sense of Belonging 1 2 3 4 5 6 7 8 9

Excitement

Warm Relationships with others Sef-fullfillment

Being well respected

Fun and enjoyment of life Security

Self-respect

A sense of accompolishment

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a6:

Answer Sheet 6

What do each enneagram type want from a product?

Instructions: * Please summarize your opinion to the boxes below

Enneagram Types
1

90

a7:

Answer Sheet 7

How wings in enneagram effect consumers' behavior and how can we make a segmentation regarding wings?

Instructions: * Please summarize your opinion to the boxes below

91

a8:

Answer Sheet 8

How triads of enneagram effect consumers' behavior and how can we make a segmentation regarding triads?

Instructions: * Please summarize your opinion to the boxes below

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APPENDIX 4.1. ENNEAGRAM AND DAVID CLARENCE MCCLELLAND'S THEORY OF NEEDS COMPATIBILITY
a1: Answer Sheet 1

Enneagram and David Clarence Mcclelland's Theory Of Needs Compatibility

Instructions: Please give rates "1", "2" and "3" inside the boxes which means "1: has the most resemblance", "2:comparatively less resemblance than 1" and "3:comparatively the least resemblance" respectively where do you think that compatible item has a resemblance with related Enneagram Personality

McClelland's Motives
Need for Achievement
Seeks achievement, attainment of goals and advancement. Strong need for feedback, sense of accomplishment and progress

Need for Affiliation

Need for friendships, interaction and to be liked.

Need for Power

Authority motivated needs to influence and make an impact. Strong need to lead and to increase personal status and prestige.

Enneagram Types

1 2 3 4 5 6 7 8 9 1

1 3 2 Not agreed 2 3 1 2 3 1

2 1 1 1 3 1 2 3 1 2

3 2 3 Not agreed 1 2 3 1 2 3

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APPENDIX 4.2. ENNEAGRAM AND DR. ALAN HIRSCH'S SNACK FOODS AND PERSONALITY TRAITS COMPATIBILITY
a2: Answer Sheet 2

Enneagram and Dr. Alan Hirsch's Snack Foods and Personality Traits Compatibility
Instructions: Please relate each snack food with 4 Enneagram personlity rating them from 1 to 4 where 1means the most resemblance and 4 means comparatively the least resemblance".

Snack Foods and Personality Traits

1 SNACK FOODS Potato Chips PERSONALITY TRAITS Ambitious, successful, high achiever, impatient with less than the best. Perfectionist, high expectations, punctual, conservative, responsible. Lively, easily bored with same old routine, flirtatious, intuitive, may overcommit to projects. Rational, logical, contemplative, shy, prefers time alone. 1 2 3 1

Enneagram Types
4 5 6 7 8 2 9

Tortilla Chips

Pretzels

Snack Crackers

1 5 Cheese Curls Conscientious, principled, proper, fair, may appear rigid but has great integrity, plans ahead, loves order. Easygoing, empathetic, understanding, calm, eventempered. Takes charge, pitches in often, modest, self-confident but not a show off. Gregarious, generous, trustworthy, tends to be overly trusting.

Nuts

Popcorn

Meat Snacks

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APPENDIX 4.3. ENNEAGRAM AND KAREN HORNEY'S PERSONALITY GROUPS COMPATIBILITY

a3: Answer Sheet 3

Enneagram and Karen Horney's Personality Groups Compatibility

Instructions: Please relate each Enneagram type with all of the Karen Horney's personality rating them from 1 to 3 where 1 means the most relation and 3 means comparatively the least.

Karen Horney's Personality Groups

Compliant
Compliant individuals are those who move toward others (they desire to be loved, wanted and appreciated.)

Aggressive
Aggressive individuals are those who move against others (they desire to excel and win admiration)

Detached (Withdrawn)
Detached individuals are those who move away from others (they desire independence, self-reliance, self-sufficiency, and individualism or freedom from obligations.)

Enneagram Types

1 2 3 4 5 6 7 8 9

1 1 1 1 1 1 1 1 1

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APPENDIX 4.4. A. ENNEAGRAM AND MARKET MAVEN SCALE COMPATIBILITY

a4: Answer Sheet 4

Enneagram and Market Maven Scale Compatibility

Instructions: Please put an "SA", "A", "N", "D", "SD" meaning "SA:Strongly agree", "A:Agree", "N:Neutral", "D:Disagree", "SD:Strongly disagree" in the boxes below where do you think that one question of the scale is of interest to one Enneagram Personality or not.

Market Maven Scale (Six-point Agree/Disagree Response Format)

Product or Sector
Define Products or Sectors that you think will be of interest to the related Enneagram Personality.

Enneagram Types

Personal care, general cleaning products, standard, classical products. 1 Giftware, textile, fashion wear, cosmetics, colorful, brilliant, imposing items, curios, trinkets, ice-cream, dried fruits. Textile, footwear, automobile, products giving status, wrist watch, pen, professional products, products with logo, brandmarks, favorite products, elite, excellent products. Original products, artistic products, design products, exotic products, decorative articles, interesting and niche articles, boutique, excessively expensive, rare or unique articles. Technological products, books, informative items, deep professional items, functional products, products related to internet, computers and information technologies. Informative, life expediting products, telecommunication products, security products, comfortable products, practical, original products, refreshing, progressive items, sophisticated. Original, colorful, sophisticated, fashionable, challenging, interesting, refreshing, advanced technological products. Excessively expensive, luxury, products giving power or status, powerful brands, automobile, machinery. Technological, functional products, products related to internet, informative products.

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APPENDIX 4.4.B. ENNEAGRAM AND MARKET MAVEN SCALE COMPATIBILITY

a4: Answer Sheet 4

Enneagram and Market Maven Scale Compatibility

Instructions: Please put an "SA", "A", "N", "D", "SD" meaning "SA:Strongly agree", "A:Agree", "N:Neutral", "D:Disagree", "SD:Strongly disagree" in the boxes below where do you think that one question of the scale is of interest to one Enneagram Personality or not.

Market Maven Scale (Six-point Agree/Disagree Response Format)

Product or Sector
Define Products or Sectors that you think will be of interest to the related Enneagram Personality.

1
I like introducing new brands and products to my friends.

2
I like helping people by providing them with information about many kinds of products.

3
People ask me for information about products, places to shop, or sales.

4
If someone asked where to get the best buy on several products, I could tell him or her where to shop.

5
My friends think of me as a good source of information when it comes to new products or sales.

6
Think about a person who has information about a variety of products and likes to share this information with others. This person knows about new products,sales, stores, and so on, but does not necessarily feel he or she is an expert on one particular product. How well would you say that this description fit you?

Enneagram Types

SA

SA

SA

SA

SA

SA

SA

SD

SD

SD

SD

SD

SD

SD

SD

SD

SD

SD

SD

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APPENDIX 4.5. ENNEAGRAM AND LIST OF VALUES (KAHLE 1983) COMPATIBILITY

a5: Answer Sheet 5

Enneagram and List of Values (Kahle 1983) Compatibility

Instructions: ** Please relate each value with 4 of the Enneagram personlity rating them from 1 to 4 where 1means the most relation and 4 means comparatively the least.

Enneagram Types List of Values (Kahle 1983)

1 Sense of Belonging 1 2 3 4 5 6 7 8 9

Excitement Warm Relationships with others Sef-fullfillment

Being well respected Fun and enjoyment of life Security

Self-respect A sense of accompolishment

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APPENDIX 4.6. WHAT DO EACH ENNEAGRAM TYPE WANT FROM A PRODUCT?

a6: Answer Sheet 6

What do each enneagram type want from a product?

Instructions: * Please summarize your opinion to the boxes below

Enneagram Types
Quality, total quality, trust, brands that they are used to, valid brandmarks, low risky products, name-stream, main player in the market, perfect product, perfection, care, high service quality, attentive service, hygiene, order, they care about the content, expiration dates, economical, comparable, they compares a lot, accuracy, no mistakes, serious, elegance, courtesy, experience, well-mannered, content, certificated quality, courtesy, delicacy, hygiene. Easy, image building, cute, pretty, bright, colorful, related to family, related to friendship, love message, ornamental, decorative, apportionable services or products, advised, advisable, commonly approvable, brandmarks, well-assorted, humanistic, emotional, gift, customized, personalized, appliances, accessory, cosmetic Brandmarks, logo, status, professional, occupational, piece of jewellery, apparatus, detailed, decorative, technological, cool, best, best quality, special brandmark, snob, prestigious, elite, high class, elegance, success symbolizing, rating, commonly appreciated, advised products, popularity, favorite, desirable, cosmetic. Special, niche, unique, unpopularity, excessive expensive, excessively personalized, meaningful, special meaning, luxury, face-to-face, self-respect, nice odour, cosmetic, decorative, ambience, rare, uncommon, exotic, artistic, self-expressive, original, different, stylish, fashion leader, divergent, authentic, line, attractive, high product personality, aesthetic, romantic, intellectual. Informative, specialism, excellence, expert, professional, alternative, functional, content, collectors item, up-to-date, futuristic, economical, sophisticated, intelligent, satisfying in terms of knowledge, online, specialist comment, serious, comparisons. Inspiring confidence, quality certificate, certificated quality, prestigious, traditional, well-known, fundamental, habitual, prudent innovation, technical features, informative, respecting to consumer rights, brandmark, name-stream, delicate, economical, rational, practical, comfortable, guarantee, relationship quality, serious, brand loyalty, after sales service Easy consumer, no matter economical or not, spontaneous, different, original, attractive, colorful, enjoyable, entertaining, innovative, technological, new brands, no brand loyalty, variations, luxury, smart, design, aesthetic, modernity, novelty, exciting, exploitative, adventure, lust, fashion, cool, niche, apportionable, emotional satisfaction, intellectual, media, young, dynamic, energetic, positive, sportive, sexual. Power, comfort, luxury, contradictory, sexual, related to body, habitual, expensive brandmark, satisfactory, respected, status, economical, high class, best brand, vip, A class, independent, guarantee, best service, best product, exotic, energetic, physical, gift, relationship quality, serious, after sales service. Online consuming, alternative, well-assorted, consistent, easy accessible, brandmark, relationship quality, independent, traditional, routine, comfort, automatic, customer comments, comparisons, courtesy, delicacy, polite, well-mannered, technological, innovative, entertaining, recreative.

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CV Mehmet Fatih Karakaya Personal Information Date of Birth Place of Birth Marital Status Education 1989-1996 1996-2000 High School Undergraduate Meram Anatolian High School. Middle East Technical University, Electronics and Electrical Engineering. September 02, 1978 Erzincan Married

Professional Life 1998-2000 2000-2004 2004-2005 2005-Still Founder of a Consulting Company, franchise of CM Expert Italy. Consultant and Trainer in INKA Consulting Company Sales Manager in Airfel Company, SANKO Holding. Executive Assistant to the Chairman, BIM Birleik Maazalar A..

Seminars and Courses Taken

Prof. Dr. Tanl Kln, Ynetsel Liderlik Prof. Dr. Tanl Kln, Karar verme ve Problem zme Prof. Dr. smet Barutugil, Performans Ynetimi Prof. Dr. smet Barutugil, Ynetim ve Liderlik Prof. Dr. Canan etin. nsan Kaynaklar Ynetimi Philip Kotler, Marketing Wall Street Insttute, Milestone Level English Course Ilmenau Teknik niversitesi, Almanya, Know Thyself Pecs niversitesi, Macaristan, Human Dynamics Do. Dr. Selim Uzunolu, Enneagram Personalities Sertification Balta-Eksen, Hogan Kiilik lm MediaCat Workshoplar; Kurum Kimlii Gngren Gebze Sanayici ve adamlar Dernei; D Ticaret Hazine Mstearl Bilgilendirme Program. Jlide Glizar, Diksiyon-Fonetik zkan Kaymak, Sat Tenikleri zkan Kaymak, Her ikayet Bir Armaandr Ahmet erif zgren, Beden Dili Acar Balta, Beden Dili Birten Gkyay, Halkla likiler Prof. Dr. Nuri Tortop, Ynetici Asistanl Nihat Aytrk, Protokol ve Nezaket Kurallar Taner zde, Pazarlamann Yeni Psikolojisi

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Personal Portfolio 1999 2002 2002 2003 2003 2003 2004 2005 Globalizing World, Globalizing Human conference handout, ISWI 99, International Student's Week of lmenau, Ilmenau Technical University, Germany Kiilik ve Kariyer, conference handout, Kariyer Gnleri, Atlm niversitesi Ekip almas ve Enneagram Kiilikleri, seminar notes, 52 pages Yneticinin Vizyonu, seminar notes, 80 pages Satta Mteri likileri, seminar notes, 60 pages Bayi Ynetimi ve Kampanya Teknikleri, seminar notes, 45 pages Aile irketlerinde Kurumsallama, article A K04, 1. Aile letmeleri Kongresi Kongre Kitab, Kltr niversitesi tevizyon Eitim Seti, 3 VCDs, visual instruction media.

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