The trait theory is generally used when a company is trying to identify what traits people are drawn to when looking for an enterprise. This can be seen when looking into dating sites like RSVP, they use this theory to match people. There is a new job market that is opening up about making up algorithms for matchmaking. Personality traits can be identifiable characteristics that a person will notice and could help them find ‘the one’ on these websites.
A trait theory could be linked in with Colgate due to the different types of people that use the product and what product they rather use within the enterprise. People choose distinctiveness within the brand to help them differentiate between brand identities. Colgate and many other brands in the toothpaste business are constantly trying to evolve their business to help accommodate people if they want to try different brand.
One trait theory could be the trait of wanting it to be the cheapest toothpaste possible as they do not care about the quality of the product. A trait theory could be trying to use youth to promote a product. This would not only appeal to younger people but appeal to people that want to live youthful lives. The photo below shows that younger people are advertising products that adults will tend to use.
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