The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...

In this paper, we test whether consumption choices are affected by personality traits and whether this impact is different for singles and individuals living in couples. To fulfill this aim, we test the impact of personality on preferences for different commodities using the German...