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. ... My objective in this essay is to discuss some recent research in personality psychology that might guide research in our field, with a view toward stimulating the development of a personology of the consumer. ... Personality Traits: The Dispositional Consumer After the crisis caused by Mischel's (1968) incisive critique of trait approaches, the field was reen...

• Word Count: 3484
• Approx Pages: 14
• Has Bibliography
• Grade Level: High School