Personality Variables and the Consumer Decision Process
Open Access
- 1 February 1968
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 5 (1) , 50-57
- https://doi.org/10.1177/002224376800500106
Abstract
This article suggests that personality variables should only differ for brand choice among people who see high-performance risk in the product. This theory suggests the hypothesis that personality variables should be more efficient discriminators the greater the purchasers’ loyalty. Data on regular coffee support this hypothesis.Keywords
This publication has 4 references indexed in Scilit:
- Obtaining Group Measures from Personality Test Scores: Auto Brand Choice Predicted from the Edwards Personal Preference SchedulePsychological Reports, 1965
- Fords, Chevrolets, and the Problem of DiscriminationThe Journal of Business, 1963
- Demonstration of a Relationship Between Psychological Factors and Brand ChoiceThe Journal of Business, 1963
- Psychological and Objective Factors in The Prediction of Brand Choice Ford Versus ChevroletThe Journal of Business, 1959