The Confounding Relationship Between Personality and Consumer Behavior

Photo by Sharon McCutcheon on Unsplash

Research using personality as a factor of market segmentation and a predictor of aspects of consumer behavior may be traced back as far as five decades (Endler & Rosenstein, 1977; Gotlieb, 1958; Koponen, 1960; Westfall, 1962). However, despite early interest, mixed results yielded waxes and wanes in the…

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Donna L Roberts, PhD (Psych Pstuff)

Donna L Roberts, PhD (Psych Pstuff)

40K Followers

Writer and university professor researching media psych, generational studies, human and animal rights, and the intersection of art and psychology