How Personality Makes a Difference

Joseph T Plummer

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

How Personality Makes a Difference

Joseph T. Plummer

As consumer researchers we are all probably pleased about some of the recent progress in the area of understanding and researching consumers. A variety of approaches and methodologies are now available that examine the consumer from every conceivable angle. To my mind, however, no approach has been more enigmatic or has been held with such high expectations as that of personality research borrowed from the field of psychology.

The whole concept of personality and its relationship to how consumers respond has always had a lot of intuitive appeal to consumer researchers. If...

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