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Personalities and Consumer Research

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Can anyone please explain how personality is sometimes used in consumer research to identify distinct and sizable market segments? Thank you!

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The expert examines personalities and consumer research.

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Use of Personality in Consumer Research
Personality is defined as the characteristics a the person that basically determine and reflect the behavior of individual and how they respond to his or her environment. It has been analyzed that the personality of individual does not remain constant, but rather gradually changes in response to life events. Personality of the individual plays an important role in understanding the consumer buying behavior. Many researchers use personality, because it is simple to use and score. Researcher can be able to ...

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