“Why (and how) do personalities, self-concepts, and lifestyles influence consumer-related behavior choices? How can marketers use this type of information?
Introduction Good marketing is the result of good strategizing. Knowing your consumers and understanding what they want is vital to good marketing. However, a successful marketing campaign will also research “the why” behind what the average consumer purchases. In discovering “the why” there are a few important things to consider: personality, self-concepts, and lifestyle. Personalities…