Self-Esteem, Peer Influence, and Personality Traits as Predictors of Consumer’s Preference and Patronage of Beverage Products

This study examined the psychological factors influencing beverage consumption behavior among Nigerians, focusing on 862 individuals employed in government ministries in Enugu. The study implemented the most stringent methodological processes, using the Rosenberg Self-Esteem Scale, the Big Five Pers...

The International Journal of Interdisciplinary Social and Community Studies

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