Question: This week's discussion will center around Chapter 1 4 . As always, read and consider the information provided in your text for this chapter. In

This week's discussion will center around Chapter

14 .

As always, read and consider the information provided in your text for this chapter. In particular, Section

14 - 2

(

pages

393 - 395)

looks at personality characteristics that affect consumer behavior. Initiate a discussion by selecting two personality characteristics and considering the types of advertising appeals that would be effective for consumers who display each of the traits. These advertising appeals will relate to certain brands that align with the personality trait. Be sure to explain the relationship of each appeal to the trait.

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