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Personality, in Consumer Behavior studies, has been an important construct, though little understood and rarely used in research. The construct, while predicting behavior, may be related with a predisposition to loyalty on certain situations. Considering the proposal of using the individual’s personality together with behavioral variables, this article discusses a possible link between personality and loyalty behavior, through the use of the personality traits theory and the Motivation and Personality Meta-Theoretical Model (3M Model) proposed by Mowen (2000).
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This page is a summary of: Personalidade e lealdade: proposições de pesquisa com o modelo metateórico de motivação e personalidade DOI 10.5752/P.1984-6606.2009v9n19p102, Revista Economia & Gestão, May 2009, Pontificia Universidade Catolica de Minas Gerais,
DOI: 10.5752/p.1984-6606.2009v9n19p102.
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