Explain concept of personality and self concept, Marketing Research

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Q. Explain concept of personality and self concept?

Personality can be explained as the psychological characteristics that both determine and reflect how a person responds to his or her environment. Even though personality tends to be consistent and enduring it may perhaps change abruptly in response to major life events as well as gradually over time.

Three hypothesis of personality are prominent in the study of consumer behaviour:

psychoanalytic theory
neo-Freudian theory
trait theory.

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