Affiliation:
1. University of Washington.
2. Harvard Business School.
Abstract
This article suggests that personality variables should only differ for brand choice among people who see high-performance risk in the product. This theory suggests the hypothesis that personality variables should be more efficient discriminators the greater the purchasers’ loyalty. Data on regular coffee support this hypothesis.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
43 articles.
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