English Social Sciences Social Science, Sociology, Ethics, etc.

I'm having a hard time understanding the meaning of "marketing temperament" in the context below:

I shall also be exploring the exploitation of noise in our society by the business world, for whom silence and quiet are generally anathema, being states of reflection and, in most cases, of non-consumption. In such an avowedly consumerist society as ours the latter state will always be a target of attention, a test for the **marketing temperament**.

it's not quite clear to me who this "temperament" is referring to. to the non-consumer? to the marketer? to a marketing-oriented society?

all comments and suggestions appreciated :-)