Extroversion
Instability Agreeableness
Prefers to be in a large group rather than alone Talkative when with others Bold
Moody Temperamental Touchy
Sympathetic Kind to others Polite with others
Openness to experience Imaginative Appreciative of art Finds novel solutions
Conscientiousness Careful Precise Efficient
The Five-Factor Model has proven useful in such areas as understanding bargaining and complaining behavior26 and compulsive shopping.27 There is evidence that it may have validity across cultures.28 The advantage of a multitrait approach such as this is the broad Picture it allows of the determinants of behavior. For example, suppose research focused on the single dimension of extroversion and found that those who complained about a dissat-isfactory purchase tended to be extroverts. What insights does this provide for training those ho deal with consumer complaints? What training insights are added if we also learn such people are conscientious? Clearly, the more we know, the better we can satisfy these customers.
