Personality trait theory and consumer behaviour

dc.contributor.author	Dholakia, Ruby Roy
dc.date.accessioned	2010-07-21T10:20:41Z
dc.date.available	2010-07-21T10:20:41Z
dc.date.copyright	1978-04
dc.date.issued	1978-04-21T10:20:41Z
dc.identifier.citation	Vikalpa, Vol3. No.2, April 1978, 111-119	en
dc.identifier.uri	http://hdl.handle.net/11718/5904
dc.description.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.
dc.language.iso	en	en
dc.title	Personality trait theory and consumer behaviour	en
dc.type	Article	en