Journal of Marketing · 1962 · 32 citations · 0 references
BusinessMarketingPsychologyConsumer BehaviorIndividual DifferencesPersonality PsychologyBrand ImageConsumer Decision-makingConsumer InvolvementConsumer SatisfactionConsumer TheoryPersonality TraitsBehavioral Consumer TheoryConsumer PersonalityProduct PerceptionProduct Personality
Although many research studies have identified different product images, very few have identified the consumer personalities attracted to different product images. The author of the present study attempts to find consumer personality differences among owners of convertible, compact, and standard cars.