Personality Trait Theory and Consumer Behaviour (2023)

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The objective of this study is to assess the impact of personality factors on consumer buying behavior towards textile materials in South Eastern Nigeria. Five personality factors of social character, compliance, aggressiveness, ethnocentrism and dogmatism form the basis for the hypotheses, Survey method of data collection was used in the course of the research. Statistical tools which include mean, standard deviations, and multiple regressions were applied in data analysis and hypotheses testing. The results from the analysis revealed that there is a significant effect of social character, compliance, aggressiveness, ethnocentrism on consumer buying behavior of textile materials in South Eastern Nigeria, whereas dogmatism has no such significant effect. The finding of this study leads to conclusion and lends further support to the assumptions that personality is a highly relevant explanatory concept for the examination of consumption of goods and services. Therefore the study recommended among others, that producers and marketers of textile materials in South Eastern Nigeria should design them in line with the personality factors identified, as this will go a long way in the patronage of made-in-Nigeria textiles and contribute to economic growth and development of Nigeria. Also, considering the social character of the people in this region, marketers should target their strategies on convincing the social influencers within any age grade, as their purchase decisions will go a long way in commanding the brand acceptance of each product. Marketers of textile materials in this region should consider the use of celebrities to promote their products, especially during festivals by designing textile materials that will add glamour to such festivals.

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Effective branding strategies using the CET-CC matrix in foreign markets: The Role of Consumer Ethnocentrism and Confidence on Purchase Intention

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Meletios I . Niros PhD

Firms around the globe spend millions of dollars on marketing programs in order to build strong brands and positively affect consumer behaviour (Rust et al., 2004). Marketing spending enables brands to retain existing customers, attract new ones as well as to increase their share of wallet (Oliver, 1999; Rust et al., 2004; Vogel et al. 2008; Ou et al., 2013; Lee et al.; 2014). Thus, marketing has a direct effect on cash-flow deriving from customers, posing them a market-based capital (Rust et al, 2000). Though, these marketing efforts are still very difficult to be linked to certain behavioural outcomes and returns (Vogel et al. 2008). To increase the monetary value of a firm’s customers, Rust et al. (2000), proposed a customer-centric model integrating brand management, value management and relationship management. The aforementioned areas of marketing practices result in customer retention as well as higher Loyalty Intentions leading to higher levels of Customer Lifetime Value (CLV) (Rust et al., 2004; Vogel et al. 2008). The basic task of marketing is to increase the brand’s perceived value, resulting on favourable consumer behaviour and thus, increased CLV (Lee et al.; 2014; Kang & Park, 2016). This is achieved through three basic strategies or drivers of enhancing customer equity referred to as Customer Equity Drivers (CEDs); brand equity (BE), value equity (VE) as well as relationship equity (RE) (Keller, 1993; Blattberg&Deighton, 1996; Rust et al., 2004). According to the aforementioned authors, company’s marketing efforts (e.g. loyalty campaigns, promotion etc.) effect brand image, perceived quality and brand associations (i.eBE). They also stressed that marketing stimuli formulate consumer perceptions about value received for what it is given (i.e. VE) as well as the intensity and quality of customer’s relationship with the brand (i.e. RE). Thus, marketing practices lead to limited brand switching behaviour and managers should be aware of the most effective decisions in terms of Customer Equity (CE). Our ultimate goal is to develop a theoretical model, proposing clear strategies in foreign markets case sensitive to Consumer Ethnocentrism and Confidence

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Antecedents of purchase intentions in growing and declining markets: empirical evidence from China and Greece

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Qing Shan Ding, Meletios I . Niros PhD

This study investigates consumer ethnocentrism, brand equity, brand origin confusion and customer involvement’s impact on purchase intentions between domestic and import shampoo brands amongst Chinese and Greek consumers. It seeks to validate a new measurement scale–CEESCALE and test political event’s influence on consumer ethnocentrism. Street surveys were conducted in Guangzhou and Athens with a total of 257 and 211 questionnaires collected respectively. Regression analysis and structural equation modeling were employed for the data analysis. The findings validate the CEESCALE as a reliable multidimensional scale to measure consumer ethnocentrism in China and Greece. The sub-dimensional impact of consumer ethnocentrism on purchase intentions varied between Chinese and Greek consumers. Compare to consumer ethnocentrism, product involvement and brand origin confusions, brand equity’s effect on purchase intentions are more consistent. Political event only strengthened Chinese consumers’ ethnocentric beliefs.

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Social value, content value, and brand equity in social media brand communities: A comparison of Chinese and US consumers

Yongbing Jiao, Myriam Ertz, Myung-Soo Jo, Emine Sarigöllü

Abstract Purpose – The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting. Design/methodology/approach – Online surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis. Findings – Consumers with collectivistic, extroverted, and extrinsic orientation experience social value through social media participation. In contrast, consumers with individualistic and intrinsic orientation demonstrate content value. Furthermore, Chinese consumers showmore social value and the US consumers more content value. Accordingly, the effect of social value (content value) on brand equity is stronger for Chinese (US) consumers. Research limitations/implications – Culture was assessed only by individualism/collectivism, personality by extroversion/introversion and motivation by extrinsic/intrinsic. Future research should verify external generalizability beyond China and the USA. Practical implications – Enhanced social and content value through consumers’ social media participation can increase brand equity. Thus, companies should motivate consumers to experience more value via social media participation, and, cultivate a multicultural climate and facilitate the exchange of culture. Originality/value – First, this research redefines customer value into two components: social and content value. Second, this paper is the first to investigate the antecedents (i.e. culture, personality, and motivation) and the consequence (i.e. brand equity) of customer value in social media community settings. Third, this study illustrates differences in social media customer value experiences of Chinese vs US consumers. Keywords Brand equity, Collectivism/individualism, Extrinsic/intrinsic motivation, Extroversion/introversion, Social and content value, Social media brand community Paper type Research paper

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What is trait theory of personality in consumer Behaviour? ›

Trait Theory

Traits are the features of an individual or tendency of an individual in a particular manner. Traits help in defining the behavior of consumers. According to the Trait theorists, an individual's personality make-up stems out of the traits that he possesses, and the identification of traits is important.

Can we predict consumer behavior from personality? ›

According to consumer behavior research, however, internal factors such as personality traits influence a consumer's buying behavior. Existing studies have tried to adapt the Big 5 personality traits to personalized recommendations.

How does personality affect consumer Behaviour examples? ›

Every individual has his/her own characteristic personality traits which reflect in his/her buying behaviour. A fitness freak would always look for fitness equipments whereas a music lover would happily spend on musical instruments, CDs, concerts, musical shows etc.


1. Personality Traits | Consumer Behavior | Ch 3
(Dr. Imran Khan)
2. Consumer Behaviour: Personality
(Institute of Customer Management)
3. Freud's Psychoanalytic Theory on Instincts: Motivation, Personality and Development
4. Theories of Personality - I
(Consumer Behaviour)
5. The Big 5 OCEAN Traits Explained - Personality Quizzes
(Practical Psychology)
6. Understanding consumer behaviour, from the inside out
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