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A number of studies have examined the role that personality and/or other personal characteristics may have on

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A number of studies have examined the role that personality and/or other personal characteristics may have on consumers’ media usage. Discuss some of these studies. Do you think that these characteristics may have an impact, or should marketers rely primarily on demographic characteristics?

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IMC Perspective 101 reports on a number of studies that seem to indicate that personality characteri...View the full answer


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