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The Role of Motivation and Personality Dimensionsin Brand Associations

Needs, motivation and personality are related concepts and it is appropriate to consider them together. Need is a state of deprivation that produces discomfort. Motivation is the drive which impels a person to achieve his/her goals. Personality is a set of inner characteristics that enable a person to decide how he/she should consistently respond to the environment. Motivation and personality are linked—a person with a high degree of confidence may be assertive. There are a number of theories on personality. The Freudian theory assumes that the behaviour of individuals is based on unconscious needs and drives. Accordingly, human personality consists of three parts—“id”, ...

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