Personality

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Copyright: 2018
Pages: 34
Source title: Utilizing Consumer Psychology in Business Strategy
Source Author(s)/Editor(s): Tevfik Dalgic (University of Texas at Dallas, USA)and Sevtap Unal (Izmir Katip Celebi University, Turkey)
DOI: 10.4018/978-1-5225-3448-8.ch008

Keywords: Business & Management / Business and Organizational Research / Business Science Reference / Human Aspects of Business

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Abstract

Everyone has their own way of doing things. A person's ways of doing something and psychological characteristics makes them unique, and this is the case even in non-human brand characters such as the Bibendum. Personality is our ways of doing something; it identifies us and describes who we are. Personality consists of individual patterns of thought, emotion, and behavior. Marketing's main goal is to understand and predict consumer behavior. To understand consumer personality means to understand consumer behavior patterns and to develop the more appropriate strategies for them. This chapter explains the nature of personality, personality theories, and the relationship between personality and consumer behavior.

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