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 the broadest sense. ********** Personality research in the consumer context has been in the doldrums for a very long time. ... 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 cons...

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