The personality‐culture relationship and its effects on interpersonal transactions

Thomas Greer (University of Maryland, Baltimore, Maryland, USA)
William Pride (Illinois State University, Illinois, USA)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 January 1973


Attempts to establish personality as an open system operating in and depending on an environment of cultural inputs. Reveals several factors which create difference among personalities along with their implications for modal personality. Discusses the effects of the personality‐cultural relationship on interpersonal transactions, focusing on the effect of culture on the individual.



Greer, T. and Pride, W. (1973), "The personality‐culture relationship and its effects on interpersonal transactions", European Journal of Marketing, Vol. 7 No. 1, pp. 28-39.

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Copyright © 1973, MCB UP Limited

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