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Describe three methods by which a brand can communicate category membership.
Narcissism
A personality trait characterized by an exaggerated sense of self-importance, a deep need for admiration, and a lack of empathy for others.
Self-monitoring
The regulation and adjustment of one's behavior in response to social situations and cues.
Authoritarianism
Authoritarianism describes a political system characterized by strong central power and limited political freedoms.
Essential-trait Approach
A theory in personality psychology focusing on identifying a core set of traits that significantly describe and predict an individual's personality.
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