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Personality and Consumer Behavior: A Review

1971; SAGE Publishing; Volume: 8; Issue: 4 Linguagem: Inglês

10.1177/002224377100800401

1547-7193

Harold H. Kassarjian,

Consumer Behavior in Brand Consumption and Identification

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.