Answers are grounded in this paper and cite their sources.
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 10 related papers. Consider them for comparative context: