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| Main Authors: | , |
|---|---|
| Format: | Recurso digital |
| Language: | English |
| Published: |
Zenodo
2021
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| Online Access: | https://doi.org/10.5281/zenodo.15067907 |
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Table of Contents:
- <p><strong>Abstract</strong></p> <p>Consumer personality plays a crucial role in shaping purchasing motivations, influencing decisions driven by personal, social, hedonic, and utilitarian factors. Using the Myers-Briggs Type Indicator (MBTI) as a framework, this study explores how different personality traits affect consumer behavior. Extraverts are more likely to seek social and hedonic gratification, while introverts and judgers lean toward personal and utilitarian decision-making. Understanding these patterns allows marketers to develop tailored strategies that resonate with diverse consumer segments. This review highlights the significance of personality-driven motivations in consumer research, offering insights for businesses aiming to enhance engagement and brand loyalty.</p>