The Confounding Relationship Between Personality and Consumer Behavior

Equivocal . . . at best

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…