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SCB 13 PERSONALITY - Coggle Diagram
SCB 13
PERSONALITY
THREE PROPERTIES OF PERSONALITY
Changable
Consistent and enduring
Reflects individual differences
THREE MAIN FACTORS
Environment
Situation
Heredity
BIG-FIVE PERSONALITY FACTORS
Conscientiousness
Emotional stability
Agreeableness
Openness to experience
Extraversion
PREDICTORS OF CONSUMER BEHAVIOUR
Reliable & valid scales
An adequately sized personality segment
Demographic factors
BRAND PERSONALITY MODEL
Competence
Sophistication
Excitement
Ruggedness
Sincerity
FIVE DIMENSIONS FOR MEASUREMENT
Fit
Tradition
Uninhibitedness
Amusement
Diligence