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Personality and Consumer Behavior: A Review

Journal of Marketing ResearchPublished 1 November 1971
Harold H. Kassarjian
DOI10.2307/3150229
Source URL
Citations467
SJR quartileQ1
SJR score6.96
SNIP2.42

Abstract

Marketing researchers have repeatedly attempted to relate purchasing behavior, media choice, innovation, and other marketing phenomena to personality, with varying degrees of success. This article ...

Keywords

Social SciencesDecision SciencesBusiness, Management and Accounting