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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 10: Lifestyle and Personality
- To consider various personality theories and their relevance in understanding consumer behavior.
- To describe changing lifestyle trends of American consumers in the 1990s.
- To illustrate the development of lifestyle inventories and their use in marketing.
- To describe the measurement of lifestyle trends through the VALS program.
- To understand how lifestyle and personality characteristics can help management in defining market segments, developing promotional policies, and identifying new product opportunities.
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