Does Personality Matter?: A Study of Personality and Situational Effects on Consumer Behavior
HT, pp. 185-193, 2017.
Personality traits have long been shown to contribute to consumer behaviors. Besides the main effect of personality, it seems also plausible that other factors may impact this relationship. To understand such situational effects, in this study we analyze two possible variables, namely, income and needs. We conduct extensive analysis on a ...More
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