Oward A Personology Of The Consumer

behavior. Little research is directly devoted to personality issues, and if

consumer personality is investigated at all, it tends to be from the narrow

perspective of developing yet another individual difference measure in an

already crowded field of personality scales or considering the moderating

effects of a given trait on some relationship of interest. Understanding the

individual person in his or her role as a consumer should be a key issue in

the study of consumer behavior, but in order to realize this vision the scope

of personality research has to be broadened. In this essay I discuss recent

work in personality psychology that may serve as the foundation for the

development of a personology of the consumer, in which people are seen as

dispositional, goal-striving, and narrative entities engaged in consumption in

Personality research in the consumer context has been in the doldrums for a

very long time. In the first 27 volumes of the Journal of Consumer Research

(up to March 2001), 71 articles are listed under the headings of individual

differences, personality, and self-concept (an average of abou

personality as it is practiced by professionals and ... for good reason" (p.

elements of their life story and how its structure and content changes

Some topics in this essay:
Goal-Striving Consumer, John Srivastava, Diane Phillips, Howard Sheth's, McAdams Identity, Review Psychology, STUDYING PERSONS, Baumgartner Steenkamp, , Escalas Bettman, purchase behavior, consumer behavior, life stories, personal strivings, personality research, behavior eg, purchase behavior eg, eg buying, personality traits, subjective well-being, behavior eg buying, consumer research, personal action constructs, forms purchase behavior, personality research consumer,