Attempts at relating personality variables to consumer behavior have generally been disappointing [1, 2, 3, 4, 9, 10, 13, 14, 16, 17, 20, 29, 31]. Robertson and Myers [24, p. 167] concluded at best personality variables, as measured by a standardized, normative, selfdesignating personality inventory, have little, if any, relationship to innovative However, acceptance of the conclusion that personality variables have little, if any, explanatory value or predictive utility with respect to consumer behavior would be without justification. Investigators in the typical study of this relationship usually administer a broad-coverage personality inventory and attempt to correlate responses with statements of product use or preference. However, in most cases, no a priori thought is directed to how, or especially why, personality should or should not be related to given aspects of consumer behavior. Moreover, most of the studies which report statistically significant findings usually do so on the basis of post-hoc picking and choosing out of large data arrays [4, 17, 18, 29]. Many investigators naively and unreasonably assume that, given both the general hypothesis that behavior is determined to a certain extent by personality and the availability of an easy-to-administer personality inventory, differentiation among groups of consumers should be possible; if not, they assume that the general hypothesis fails. Usually, results obtained are inconclusive or at best mildly suggestive. However, if investigators selected specific personality traits based on theoretically derived hypotheses, made specific predictions on the interactions of these traits with specific aspects of consumer behavior, and utilized experimental rather than correlational paradigms, the likelihood of obtaining significant, meaningful, and usable findings would be enhanced.