When using personality characteristics as a market segmentation variable, marketers generally

a$.$ conduct personality assessments of their potential target market to determine which personality characteristics they possess.

b$.$ use research developed by clinical psychologists to determine which personality characteristics consumers using their products are most likely to have.

c$.$ use generic characteristics that all members of the population have.

d$.$ use a positively viewed characteristic they assume much of their target market has or would like to have.

e$.$ conduct a series of focus groups to determine both the positive and negative characteristics members of their target market are perceived to have.

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