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The Concept of Positioning Consumer Culture - Article Example

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The paper "The Concept of Positioning Consumer Culture" suggests that currently, there is a highly connected global market, which has been spurred by the growth of trade and investment. The concept of positioning consumer culture has been developed to respond to the emerging consumer global culture…

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The Concept of Positioning Consumer Culture

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Subject: Journalism & Communication
Type: Article
Level: Undergraduate
Pages: 1 (250 words)
Downloads: 2
Author: lemkefannie

Extract of sample "The Concept of Positioning Consumer Culture"

Personality has been discovered to predispose individuals in adapting collective identities. Openness traits of personality to experience are related to national and global identity. There are different levels of global and national identity, which include, individual, collective and relational (Stanford 60).

The relational and collective identities are related closely to social identities. It is not possible to carry out exploration on the various consumer behaviours if consumer personality is not included. Personality accounts for a lot of variance in behaviour. Personality variables assist in the development of conceptual frameworks that are integrated. The most accepted conceptions about personality are the main domains of personality. They are inclusive of agreeableness, extraversion, openness, conscientiousness, and neurocritical. These five personal traits help in developing a theory made of five factors. It is important for the analysis of both culture and personality to be carried out together since they constitute each other. Research shows that there exist no frameworks or justifications to link up personality traits with collective identity (Stanford 78).

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(“Responsiveness to Global and Local Consumer Culture Positioning: A Article”, n.d.)
Responsiveness to Global and Local Consumer Culture Positioning: A Article. Retrieved from https://studentshare.org/journalism-communication/1610262-responsiveness-to-global-and-local-consumer-culture-positioning-a-personality-and-collective-identity-perspective

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