Personality and Consumer Behavior: A Review

Kassarjian, Harold H.

doi:10.2307/3150229

Cited by 349 publications

(199 citation statements)

References 56 publications

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“…Our premise, then, is that measures more closely tied to consumer phenomena may prove useful in efforts to investigate the role of confidence in the understanding of consumer behavior. As such, this effort is consistent with the frequently cited admonition of Kassarjian (1971) that consumer researchers need to develop measures more relevant to consumer issues.…”

mentioning

confidence: 48%

Consumer Self-Confidence: Refinements in Conceptualization and Measurement

Bearden¹,

Hardesty²,

Rose³

2001

J Consum Res

530

500

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mentioning

confidence: 48%

Consumer Self-Confidence: Refinements in Conceptualization and Measurement

Bearden¹,

Hardesty²,

Rose³

2001

J Consum Res

530

500

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“…Since personality studies have long been an important research tool for examining human behavior [4] and trait-factor theory became the primary basis of marketing personality research [5], some personality traits related to online buying impulsiveness will be examined in this study.…”

Section: Introductionmentioning

confidence: 99%

Personality Antecedents of Online Buying Impulsiveness

Chen¹,

Lee²

2015

JOEBM

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Abstract-The hierarchical relationships of personality traits related to online buying impulsiveness were empirically examined. The results show that three elemental traitsagreeableness, need for arousal, and need for material -are predictive of online buying impulsiveness. Middle level trait of value consciousness is mediating the effect of conscientiousness and negatively associated with the dependent variable. Index Terms-Online buying impulsiveness, trait theory, 3M model I. INTRODUCTIONOver the past decade, e-commerce has flourished and enjoyed a growth rate unrivaled by the traditional retail business. According to a report released by Taiwan"s Institute for Information Industry, domestic e-commerce reached NT$ 365 billion in 2012, a growth rate of 28.5% compared to the revenue of previous year. As more and more consumers turn to the Web as an indispensable source of price and products/brands information, the future of e-commerce seems even more promising. Therefore, studies on consumer behavior online are of great importance for both academic and practical researches.One of the underdeveloped areas in online consumer research is impulse buying behavior. It is widely accepted that rational shopping model could not explain the whole spectrum of people"s shopping motivations. In a more enjoyable shopping environment and with increased disposal incomes, consumers tend to shop more impulsively [1]. Moreover, impulse buying would be higher online compared to store shopping due to the normal evaluations of consumers are less of an inhibited factor [2].As to the determinants of consumers" online behavior, demographics variables and more mutable personal factors like individual attitudes and personal perceptions have been frequently studied, personality variables like traits, on the other hand, have been under-investigated [3]. Since personality studies have long been an important research tool for examining human behavior [4] and trait-factor theory became the primary basis of marketing personality research [5], some personality traits related to online buying impulsiveness will be examined in this study.The hierarchical approach will be employed in this research, which means, personality traits are interrelated hierarchically and classified by the degree to which they pervade behavior [6]. Traits of variety seeking and value consciousness are proposed to be two of the antecedents of Manuscript received November 10, 2013; revised January 9, 2014. Tsai Chen is with the Department of Communication, Fo Guang University, Yilan County, ROC (e-mail: tchen@mail.fgu.edu.tw).Ming Chang Lee is with the Department of Management, Fo Guang University, Yilan County, ROC (e-mail: lmj0055@gmail.com).online buying impulsiveness in the study. At the same time, the relationships between the two traits and more "broad" personality dispositions will be also subjected to empirical test. II. THEORETICAL BACKGROUND AND HYPOTHESES A. Trait HierarchyA trait is a temporally stable, cross-situational individual difference. Personality trai...

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“…Income also plays an important role in customer classification, the more people have higher income, and the more they have got purchase power. While the people who earn less, they are not able to buy the premium products because of their financial limitation [27]. The fashion shopping behavior is obviously influences by price [32].…”

Section: ) Education and Incomementioning

confidence: 99%

“…Marketer may then aim the brand more clearly at the achiever lifestyle [26]. Personality and Self-conceptPersonality is often described in terms of such traits as selfconfidence, dominance, autonomy, deference, sociability, defensiveness, and adaptability [27]. Personality can be a useful variable in analyzing consumer brand choices [28].…”

Section: Personal Factorsmentioning

confidence: 99%

Brand Endorsement by Celebrity in Thailand: 7Ps of Marketing Mix and the Impact of Brand Alliance

Thechatakerng¹,

Boonpradub²

2015

IJTEF

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Abstract-Thailand, a developing country where textile fashion business is supported from the government and is growing fast which is interesting in brand alliance education. While there are more retails of new face fashion designers have been building their own brands, to crack market is not easy. Brand alliance then has been seen as an alternative way to accelerate market. This paper aims to discover the impact of celeb brand endorsement towards consumer, the 7P's of marketing mix and the experience of consumers in buying brand endorsement by celebrity products, especially the celebrity as the designer in textile fashion products. This exploratory research based on responses from 400 customers in a store where is the pioneer of "celebrity designer and the brand endorser" in Thailand. The result implies that customers give credit to celeb and accept as the brand's designer team to design the products. Moreover, the 7Ps of marketing mix play the affecting role toward consumers in buying endorsed brand product by celeb, especially process factor while physical evidence play less important factor. Besides, the experiences of consuming the celeb endorsed brand products are excellent. Most respondents are pleased with the products and their satisfaction is more than expectation.Index Terms-Brand endorsement, brand alliance, consumer, celebrity, 7Ps of marketing mix, Thailand.  I. INTRODUCTIONIn Thailand, industries which have been tough stroke by the economic crisis are building materials, motor vehicles and transport equipment. In contrast, petrochemicals, and textiles industries continued to rise in spite of the economic crisis [1]. Textile industry is a term used for industries primarily concerned with the design or manufacture of clothing as well as the distribution and use of textiles including fashion business [2]. Today's fashion has changed rapidly. Many garments firms have been establishing while many garments firms have gone. Most firms must compete with the economic crisis and new trends that has been changed every single day. Some changes have occurred to many societies. For example, from agricultural society to industrial society, from world's food production country to the world's fashion production country [3]. Strategic alliance has been seen as an important tool to accelerate market [4]. Brand Alliance is as Brand endorsement.Brands endorsement, a type of strategic alliance by celebrities has been using over the past years as another ). While in Thailand, brand which is endorsed by celebrity is still a new marketing strategy, especially celebrities as designers. CPS CHAPS, a famous authentic Thai brand in Thailand has used the brand alliance strategy which the brand is endorsed by a celebrity named Chermarn Bunyasak or "Ploy". CPS is the first brand in Thailand that uses this kind of strategy by taking Chermarn to join the designer team. Chermarn has played an important role as the representative of today's trendy women who has an individual personality and clear style like the brand image. Chermar...

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Personality and Consumer Behavior: A Review

Cited by 349 publications

References 56 publications

Consumer Self-Confidence: Refinements in Conceptualization and Measurement

Consumer Self-Confidence: Refinements in Conceptualization and Measurement

Personality Antecedents of Online Buying Impulsiveness

Brand Endorsement by Celebrity in Thailand: 7Ps of Marketing Mix and the Impact of Brand Alliance

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