Stella, Jason and Adam, Stewart 2006, Consumer traits: an investigation of influences, in ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings, Queensland University of Technology, School of Advertising, Marketing and Public Relations, Brisbane, Qld., pp. 1-7.
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Australian and New Zealand Marketing Academy Conference
Queensland University of Technology, School of Advertising, Marketing and Public Relations
Place of publication
This study uses a hierarchical approach to build a model of the relationships between Consumer Need for Uniqueness (CNFU), Consumer Novelty Seeking (CNS), and a behavioural outcome, media consumption and information exposure. The study finds that those consumers who have a need for uniqueness are high in consumer novelty seeking tendencies. Subsequently, these consumers are found to have higher information exposure by consuming more media.
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