Psychology of performance and preference : advantages, disavantages, drivers and obstacles to the achievement of congruence

The marketing literature suggests that customers are satisfied when there is congruence between performances (products and management behaviours) on the one hand, and preferences (whether for management behaviours or products) on the other. There has been little systematic work into the extent to which performances and preferences (in the senses outlined above) are influenced by segmentation variables such as personality and gender, and the extent to which the successful interaction of segmentation variables, acting on performance and preferences, can bring about the congruence between performance and preference recommended in the marketing literature. This paper describes the way personality and gender can impact on performances and preferences and how an awareness of this can help an organisation ensure congruity between product offering and customer preference.