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http://hdl.handle.net/11718/872| Title: | Using personality traits to explain consumer behaviour: an experical examination |
| Authors: | Dholakia, Ruby Roy |
| Keywords: | Consumer Behaviour;Personality |
| Issue Date: | 12-Mar-2010 |
| Series/Report no.: | WP;1977/185 |
| Abstract: | 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. |
| URI: | http://hdl.handle.net/11718/872 |
| Appears in Collections: | Working Papers |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| WP 1977_185.pdf | 971.73 kB | Adobe PDF | View/Open |
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