• Print Page
• eMail Page

Search website for :

Home→The Westburn Dictionary of Marketing→C→California Personality Inventory (California Psychological Inventory)

California Personality Inventory (California Psychological Inventory)

Definition:
A personality test, most notably used by T.S. Robertson and J.A. Myers ('Personality Correlates of Opinion Leadership and Innovative Buying Behaviour', in Journal of Marketing Research, vol. 6, May 1969) to measure the links between personality, innovative buying behaviour and OPINION LEADERSHIP. The CPI's major function is to determine the personality characteristics of RESPONDENTS, using eighteen major divisions: dominance; responsibility; capacity for status; socialization (i.e. degree of social maturity); sociability; self-control; social presence; tolerance; self-acceptance; good impression; sense of well-being; communality; intellectual efficiency; achievement via conformance; femininity; psychological mindedness; flexibility; achievement via independence.

Cross-References:
[respondent] [opinion leadership]

Links:

Figures:

© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Graham K. Peaston and Michael J. Baker], [1998].