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MOTIVATION, PERSONALITY,
AND EMOTION
Personality
Personality is an individuals characteristic
response tendencies across similar
situations
The Five-Factor Model of Personality
Extroversion
Instability
Agreeableness
Openness to experience
Conscientiousness
Personality
Three additional traits:
Consumer Ethnocentrism
Need for Cognition (NFC)
Consumers Need for Uniqueness
Brand personality
A set of human characteristics that become associated
with a brand and are a particular type of image that some
brands acquire.
Emotion
Nature of Emotions