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Consumer psychologists have attempted to relate purchase behavior, media choice, innovation, segmentation, and a wide variety of other marketing variables to consumer personality. Results of these studies have been mixed with most studies demonstrating a weak relationship between consumer personality and market behavior. The purpose of the present study was to explore the relationship between human personality using the Myers-Briggs Type Indicator and product personality. To date, the MBTI has not been applied in the marketingkonsumer behavior discipline. The results of this study provide minimal support for using information on consumer personality as a strategic marketing tool.