When using personality characteristics as a market segmentation variable, marketers generally
a. conduct personality assessments of their potential target market to determine which personality characteristics they possess.
b. use research developed by clinical psychologists to determine which personality characteristics consumers using their products are most likely to have.
c. use generic characteristics that all members of the population have.
d. use a positively viewed characteristic they assume much of their target market has or would like to have.
e. conduct a series of focus groups to determine both the positive and negative characteristics members of their target market are perceived to have.
Answer: D