ABSTRACT
As illustrated by the studies described in the chapters of this volume, consumer researchers have been very creative in designing situational manipulations to induce speci ed psychological conditions in order to better understand processes underlying attitude change, memory, perception, decisions and/or phenomena of theoretical or practical interest. Many of the research methods in consumer psychology studies parallel the research methods used in psychology. Nevertheless, one of the research methods underutilized in consumer psychology studies is that of using individual di erence or personality measures as part of research projects designed to better understand underlying processes. An overriding goal of this chapter is to advocate greater and more appropriate use of individual di erence variables in experimental consumer research.
