People who are preoccupied with their self-worth and have a negative view of people (high anxiety and high avoidance) prefer exciting brand personalities, while those with high anxiety and a favorable view of people prefer sincere brand personalities.

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Individuals with high anxiety and high avoidance, who are often preoccupied with their self-worth and have a negative view of others, tend to prefer exciting brand personalities as these brands may offer a sense of distinction or excitement that they seek. Conversely, those with high anxiety but a favorable view of people (low avoidance) are more likely to prefer sincere brand personalities, as these brands align with their desire for warmth, connection, and authenticity.

People Who Are Preoccupied with Their Self-Worth and Have a Negative