Many people assume that personality must be related to consumer behavior. Knowing a customer's personality profile should help predict what she or he will buy, and how decisions will be made in the marketplace. Researchers, however, have been frustrated in their search for a unified theory of personality that would explain consumer behavior. Use trait theory to explain why this is so. (There are 6 specific problems)

Many people assume that personality must be related to consumer behavior. Knowing a customer's personality profile should help predict what she or he will buy, and how decisions will be made in the marketplace. Researchers, however, have been frustrated in their search for a unified theory of personality that would explain consumer behavior. Use trait theory to explain why this is so. (There are 6 specific problems)

Management, Loose-Leaf Version

13th Edition

ISBN:9781305969308

Author:Richard L. Daft

Publisher:Richard L. Daft

Chapter13: Managing Diversity

Section: Chapter Questions

Problem 5EE

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