ANNALS OF THE ORADEA UNIVERSITY Fascicle of Management and Technological Engineering

Abstract- A relatively new approach in enhancing the products ’ attractiveness to customers is assigning a certain personality by design to products. The effectiveness of this approach is based on the personality congruence theory which stipulates that people like/choose products with a personality similar to theirs. Some researchers found evidence in favour of this theory, but others expressed doubts. An experiment based on the vignette technique was carried out in order to check the personality congruence theory. Statistically, the results denied the theory, but a certain tendency in its favour was noted. Keywords- product personality; personality congruenc