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What is Rational Persona

Chapter 10
Multifaceted Explorations of Consumer Culture and Its Impact on Individuals and Society
People who exhibit this persona are not quick in making decisions often seeking out multiple sources of information and preferring personal communications.
Published in Chapter:
Consumer Persona: Segmentation Scheme Based on Buddhist Temperaments for Digital Marketing
Bu-nga Chaisuwan (National Institute of Development Administration, Thailand), Marissa Chantamas (Assumption University, Thailand), and Kriengsin Prasongsukarn (Assumption University, Thailand)
Copyright: © 2019 |Pages: 23
DOI: 10.4018/978-1-5225-6120-0.ch010
Abstract
Religions have traditionally been used to explain the differences between peoples. However, this chapter aims to use religion, in this case Buddhism, to develop a segmentation scheme for international applications. It is aimed to improve the power of prediction of the segmentation schemes in terms of marketing mix stimuli response. The identification of the Buddhist temperaments would be useful in determining the response patterns observed in individuals. Application of this chapter includes developing segmentation for communications that are enabled by technology to tailor-make offers and messages to individuals depending upon their temperaments. Recommendations for future research includes using big data applications in order to determine individual temperaments as an alternative methodology for analyzing the consumer.
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