Personality trait theory and consumer behaviour

Abstract

An empirical study was conducted to test the relevance of personality trait theory in the Indian context. The objective was to define the scope of personality trait theory for research and marketing strategy by overcoming the limitations of past studies. The findings indicated that differences in brand use could be explained by personality theory under certain conditions. Specifically/ the findings showed that brands which occupied different product positions attracted different personality types. These positions might be created by a combination of physical properties and socio-psychological attributes of the product.