Personality and Consumer Behavior: A Review
Open Access
- 1 November 1971
- journal article
- review article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (4) , 409-418
- https://doi.org/10.1177/002224377100800401
Abstract
Marketing researchers have repeatedly attempted to relate purchasing behavior, media choice, innovation, and other marketing phenomena to personality, with varying degrees of success. This article reviews this mass of literature and draws some conclusions on the present state of knowledge.Keywords
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