Although past research on effects of personality on consumer behavior have not been consistently useful to marketers, it would be valuable for direct marketers to renew that research now. When personality research focuses on describing customer segments, personality may be used to help guide marketing and creative strategies. Two personality characteristics, self-complexity and self-monitoring, are used as examples of how personality characteristics may be evaluated to develop implications for marketing to customers. A plan of action is presented to evaluate the implications of a personality.
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