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Simply speaking, personality and emotions are the main concepts in marketing strategies and consumer decisions; therefore, it is crucial for all the companies to understand it in order to develop a competitive advantage in the marketplace.
I. Personality
Personality can be defined as a consistent behavior of an individual and his or her inclination toward a certain decision in terms of accomplishing goals in different situations (Hawkins, Motherbaugh, and Best 378). Human beings behave differently in various situations. The reason is that each individual is unique and has his or her own genetically inherited personal characteristics and values...
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