Psychologie du consommateur et comportement d'achat - mise en place et validation d'une échelle de personnalité

Jean-Michel Gautier

No 738, HEC Research Papers Series from HEC Paris

Abstract: This paper presents the building and validation of a new personality inventory measuring 23 traits of personality and dedicated to market research applications.

Validation has been realized with two consumer panels, managed by Mediametrie and BVA institute.

The main objective of the research is to provide an operational and reliable instrument for marketing research studies exploring the link between consumer behavior and personality.

Keywords: psychology; marketing; personality inventory; consumer behavior (search for similar items in EconPapers)
JEL-codes: D11 D12 (search for similar items in EconPapers)
Pages: 35 pages
Date: 2001-10-01
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Persistent link: https://EconPapers.repec.org/RePEc:ebg:heccah:0738

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