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Personality

Personality

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Published by Niharika Jaiswal

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Published by: Niharika Jaiswal on Mar 21, 2010
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05/02/2012

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Psychographics:Values, Personality,and Lifestyles
Chapter Fifteen
 
Copyright © Houghton Mifflin Company. All rights reserved.15 | 2
Learning Objectives
Define personality, discuss theories and their application to consumer behavior.Define values and value systems.Briefly discuss values that characterize Westerncultures.Explain how lifestyles are represented by activities,interests, and opinions.Describe psychographics and how marketers use it.Become familiar with VALS and PRIZM segmentationtools.
 
Copyright © Houghton Mifflin Company. All rights reserved.15 | 3
Personality
Personality is the distinctive, consistent, andenduring patterns of behavior that characterize anindividual¶s responses to situations in his or her lifeMay be inborn or learned

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