The document discusses several theories of personality and how they relate to consumer behavior, including: 1) Freudian theory which sees unconscious needs driving human motivation. Neo-Freudian theory emphasizes the importance of social relationships in personality development. 2) Trait theory which views personality as a set of measurable psychological traits like innovativeness, dogmatism, and need for uniqueness. 3) How these personality traits influence consumer behavior, with more innovative or open-minded consumers more likely to prefer new products while highly dogmatic consumers prefer endorsements from authorities.

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