Recognizing Personality Traits Using Consumer Behavior Patterns in a Virtual Retail Store

Abstract

Virtual reality (VR) is a useful tool to study consumer behavior while they are immersed in a realistic scenario. Among several other factors, personality traits have been shown to have a substantial influence on purchasing behavior. The primary objective of this study was to classify consumers based on the Big Five personality domains using their behavior while performing different tasks in a virtual shop. The personality recognition was ascertained using behavioral measures received from VR hardware, including eye-tracking, navigation, posture and interaction. Responses from 60 participants were collected while performing free and directed search tasks in a virtual hypermarket. A set of behavioral features was processed, and the personality domains were recognized using a statistical supervised machine learning classifier algorithm via a support vector machine. The results suggest that the open-mindedness personality type can be classified using eye gaze patterns, while extraversion is related to posture and interactions. However, a combination of signals must be exhibited to detect conscientiousness and negative emotionality. The combination of all measures and tasks provides better classification accuracy for all personality domains. The study indicates that a consumer’s personality can be recognized using the behavioral sensors included in commercial VR devices during a purchase in a virtual retail store.

Covert detection of own-name and semantic violations in task-irrelevant speech, in a realistic Virtual Café

“…However, our data to not support this hypothesis, as neither the gaze-dynamics nor behavioral performance were correlated with WMC (as operationalized here). Other hypotheses regarding the factors contributing to these behaviors, to be tested in future research, include traits such as personality traits, perceptual curiosity, or tendencies of hyperactivity or inattention (Hoppe et al, 2018; Bendall et al, 2021; Maron et al, 2021; Zangrossi et al, 2021; Khatri et al, 2022; Mauriello et al, 2022; Stokes et al, 2022). Regardless of the source of this inter-subject variability, this pattern reminds us that although selective attention studies usually assume that participants allocate their attention ‘as instructed’, in practice overt attention (as well as covert attention) may fluctuate and shift spontaneously, in manners that the experimenters cannot always monitor.…”

Big Five Personality Traits and Attitude Towards Augmented Reality Advertisement: Mediating Role of Consumer Attitude and Moderating Role of Brand Image

“…Agreeableness encapsulates attributes such as empathy, cooperation, and a predisposition toward interpersonal harmony (Shahab et al, 2021). Similarly, Khatri et al (2022) conducted a study examining the relationship between Agreeableness and brand loyalty. Their findings revealed that individuals high in Agreeableness are more likely to develop strong, enduring attachments to brands that align with their values and display ethical practices.…”

International Students’ Nostalgic Behaviour towards the Purchase of Products and Services

“…In the existing body of knowledge and research, scholars have extensively discussed consumer behavior in relation to the income and savings of consumers [7]. Similarly, the relevance of cognitive dissonance and socialization theories to consumer behavior has been highlighted in the extant studies [10,11]. Other studies have also focused on the effect of economics and information on sustainable consumer behavior [12].…”