XIN MAY K.

Approach Temperament generally is known as neurobiological sensitivity to positive/desirable stimuli. Individual would most likely to be extraversion, positive emotionality, and behavioral activation system (BAS) (Elliot & Thrash, 2002, p.805). 

 

Contrarily, Avoidance Temperament is the neurobiological sensitivity to negative/undesirable stimuli and share the same basic core-neuroticism, negative emotionality, behavioral inhibition system (BIS) (Elliot & Thrash, 2002, p.805). 

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Marketers should figure out what perception consumers receive from their brand through identify approach and avoidance temperament. It would be beneficial for having consumers with approach temperament because they are more likely to try on the new product. What can marketers do is create more ideas to attract the consumer to approach the brand/product. For consumers with avoidance temperament would be more challenging to reach out to them. Also, knowing that consumers/customers would highly leave reviews or comments from your business. Therefore, marketers should overcome these issues by understanding the customers' experience. Avoidance temperament is related to BIS, where inhibits behavior and produces a negative effect (Elliot & Thrash, 2002, p.805). Instead of approaching them that create side effects, marketers should come another way round to establish the relationships with the relevant content to their customers by letting them know what's the adverse affect of avoidance such product. For example, what is it feel like for not getting an iPhone while everyone/social norm has it? Besides that, Patagonia is one of the examples that apply the anti-marketing method to achieve its revenue. Instead of promoting its outdoor clothing, the company adopts storytelling, environmental awareness, and ways to wash clothes to maintain the quality of the fabrics to engage with customers (Rayl, 2016).