In the context of individual influences on consumer buying decisions, which of the following is a similarity between personality and gender?
a. They are personal characteristics that are unique to each individual.
b. They are tools that consumers use to recognize their feelings and beliefs.
c. They are generally varied over the course of one's life.
d. They exert the broadest and deepest influence on consumer buying decisions.
ANSWER: a
Both personality and gender are personal characteristics that are unique to each individual. A person's buying decisions are also influenced by personal characteristics that are unique to each individual, such as gender, age, and life cycle stage, and personality, self-concept, and lifestyle.
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