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Using personality traits to explain consumer behaviour: an emperical examination by Ruby Roy Dholakia (Working Paper, No. 1977/185)

By: Dholakia, Ruby Roy.
Material type: materialTypeLabelBookPublisher: Ahmedabad Indian Institute of Management 1977Description: 30 p.Subject(s): Consumer Behaviour | PersonalityDDC classification: WP 1977 (185) Summary: The use of personality theory in consumer behaviour research has met with more disappointments than success. The belief that individual differences in brand preference or choice behaviour are caused by personality differences has not always been supported by empirical research.
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Working Paper Vikram Sarabhai Library
WP 1977 (185) (Browse shelf) Available WP000185

The use of personality theory in consumer behaviour research has met with more disappointments than success. The belief that individual differences in brand preference or choice behaviour are caused by personality differences has not always been supported by empirical research.

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