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Q. Explain about Specific personality traits?
Specific personality traits
1. Innovativeness
2. Dogmatism
3. Social character
?Inner-directed consumers depend on their own 'inner' values in evaluating new products and are likely to be innovators
?Outer-directed consumers is liable to look to others for direction on what is right and wrong and thus less likely to be innovators
4. Materialism
5. Compulsiveness
Self-concept/self-image
Multiple selves
Extended self
Self-concept and consumption
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Factors Affecting Choice of Observation:
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