This article suggests that personality variables should only differ for brand choice among people who see high-performance risk in the product. This theory suggests the hypothesis that personality variables should be more efficient discriminators the greater the purchasers’ loyalty. Data on regular coffee support this hypothesis.
No takes yet. Share an insight, caveat, or question.
Brody et al. (1968) studied this question.
Synapse has enriched 5 related papers. Consider them for comparative context:
More from Journal of Marketing Research