The document discusses several theories of personality and how they relate to consumer behavior, including: 1) Freudian theory which sees unconscious needs driving behavior and Neo-Freudian theory emphasizing social relationships in personality development. 2) Trait theory which views personality as a set of traits like innovativeness, dogmatism, and need for uniqueness that influence consumer preferences. 3) Research finding consumers who are open-minded, inner-directed, and high in stimulation-seeking are more likely to prefer innovative products while dogmatic, other-directed, and low stimulation consumers prefer mainstream options.

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