Article1994

Does Personality Influence Brand Image?

83 citations0/0 files storedThe Journal of Psychology

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Personality Traits and Psychology

Abstract

Consumer psychologists have attempted to relate purchase behavior, media choice, innovation, segmentation, and a wide variety of other marketing variables to consumer personality. Results of these studies have been mixed with most studies demonstrating a weak relationship between consumer personality and market behavior. The purpose of the present study was to explore the relationship between human personality using the Myers-Briggs Type Indicator and product personality. To date, the MBTI has not been applied in the marketing/consumer behavior discipline. The results of this study provide minimal support for using information on consumer personality as a strategic marketing tool.

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References

1988Possessions and the Extended Self 1982Self-Concept in Consumer Behavior: A Critical Review 1967Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach 1971Personality and Consumer Behavior: A Review 1969Congruence Relationships between Self Images and Product Brands 1986Aims, Concepts, and Methods for the Representation of Individual Differences in Esthetic Responses to Design Features 1968Perception of Self, Generalized Stereotypes, and Brand Selection 1975Factors Affecting Cognitive Resistance to Advertising

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