Personality and Consumer Behaviour: An Operational Approach

Abstract

Presents a report on the promising preliminary results of the Q project at Kent State University to operationalize the personality organization from psychoanalytic object relations theory for empirical research on consumer behaviour using the California Q Sort. The validation process is well under way. As a future extension of this research, presents the template matching technique for relating the personality to a general pattern of behaviour by relating these patterns of behaviour to variations in the level of personality development, thereby paving the way for an application to the critical social issues of addictive and compulsive behaviour.

Citation

Albanese, P.J. (1993), "Personality and Consumer Behaviour: An Operational Approach", European Journal of Marketing, Vol. 27 No. 8, pp. 28-37. https://doi.org/10.1108/03090569310042918