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Evolution of the Personality Construct in Marketing and Its Applicability to Contemporary Personality Research

Norman S. Endler and Alvin J. Rosenstein
Journal of Consumer Psychology
Vol. 6, No. 1 (1997), pp. 55-66
Stable URL: http://www.jstor.org/stable/1480522
Page Count: 12
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Evolution of the Personality Construct in Marketing and Its Applicability to Contemporary Personality Research
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Abstract

This is an attempt to integrate two related perspectives on the interactional approach to personality, both of which have been developed over the past 30 years. The first perspective is that of a broad, generalizable theoretical model that was developed within the rubric of traditional academic personality theory. The second represents an essentially pragmatic application of the first and was developed independently within the business world.

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