The Personality Continuum is an integrative framework for the interdisciplinary study of consumer behavior. It is divided into four qualitatively different levels of personality development that are hierarchically arranged in descending order from highest to lowest level: Normal, Neurotic, Primitive and Psychotic.

PDF downloads of The Personality Continuum:

Revised 11x17 (Recommended for readability)

Revised Legal 8.5x14 (Easier size to print)

Original 8.5x11 (Published in the 2002 book, but has
since been revised and expanded)

PowerPoint presentation of The Personality Continuum:

• Revised PowerPoint presentation provided for pedagogical purposes


Paul J. Albanese, Ph. D.
Associate Professor of Marketing
College of Business Administration, Kent State University
Kent, Ohio 44242-0001
Phone: (330) 672-1264     Fax: (330) 672-5006
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