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CHAPTER 3 : Personality and Lifestyles (Personality and Understanding …
CHAPTER 3 : Personality and Lifestyles
Introduction
The nature of personality
consistent and enduring
change
Individual differences
Definition
Theory of Personality
Neo-Freudian personality theory
Trait theory
Freudian theory
Personality and Understanding Consumer Behavior
Social characters
Need for uniqueness
Dogmatism
Optimum stimulation level
Consumer innovativeness
Sensation seeking
Variety-novelty seeking
Brand personality
Self and Self image