Marketing researchers employ the Five-Factor Model to describe branded products using attributes of human personality. “Marker attributes” used to elicit these brand personality attributes may be related to consumers' intention to purchase. Two connected studies, carried out on two samples of 91 and 557 participants, respectively, indicated that brand personality-marker attributes predict intention to purchase, but only to the extent that such attributes are “vivid” and, in particular, when they elicit emotional responses (i.e., when they are emotionally interesting). These findings have several implications for people involved in developing strategies for advertising.
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