Profiling Consumers: The Role of Personal Values in Consumer Preferences

@inproceedings{Leutner2016ProfilingCT,
  title={Profiling Consumers: The Role of Personal Values in Consumer Preferences},
  author={Franziska Leutner},
  year={2016}
}
Models of consumer choice often fail to explain why individual consumers are drawn towards different products. Yet, with the growing use of personalised marketing, an understanding of individual consumer motivations is increasingly relevant. Where research investigates the effect of psychometrics on consumer choice, the focus often lies on personality. However, the relationship between personality and consumer choice is notoriously spurious. In addition, consumer choice increasingly requires… CONTINUE READING

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