Sidebar: What Your Personality Says About Your Buying Habits
I'd buy that for a dollar!
Mindset Media uses quantitative psychological tests to break people down into different personality categories. By measuring different personality metrics like "openness" or "compliance," Mindset Media helps companies determine which products to advertise during which TV shows. Here is a list of some of their personality types, what they watch and what they buy. See where you think you fit in and what the company's psych analysis says about you.
- Traditionalists- Traditionalists score a measly 1 for "Openness" on Mindset Media's surveys. As a traditionalist, you're a "Biggest Loser" fan, according to Meyer, and you like the Honda Odyssey and a crisp, cold, Bud Light.
- Get-Alongs- Get-Alongs rank in the top 20 percent on "Compliance." They watch Food Network's "Barefoot Contessa," and marketers should go after them with ads for Subaru and probiotic yogurt.
- Realists- Realists fall in the bottom 20 percent of the "Creativity" element. Usually Microsoft users and Cadillac drivers, realists cool off after a long day by catching the latest episode of "The Bachelor."
- Passives- Passive people score in the lowest quintile for "Dynamism" on the Mindset Media Surveys. They also answer questions that suggest they watch a lot of TV no matter the show and might drive a Saturn or enjoy potato chips .
- Actives- Actives, meanwhile, tend to fall into the highest fifth of the "Dynamism" scale. These go-getters love energy bars, watch very little TV and drive BMWs.
- Liberals- Liberals tend to score low on the "Dogmatism" element. If you're a "Dogmatism 1" in Mindset's scheme, you might be persuaded to buy some Kashi to munch on in your hybrid car . "Mad Men" is probably your show.
- Conservatives- Conservative is how Mindset Media describes a "Dogmatism 5" score on the company's surveys. Conservatives are "24" fans who love the magic of Disney and gas-guzzling SUVs.
- Rebels- Rebels are "Compliance 1," which makes them prone to watching "Family Guy," eating frozen pizza and driving pick-up trucks.