Influence of personality on buying behaviour: a cross- cultural study comparing Poland and the UK

• Authors: Wojciechowska Paulina
• Languages of publication: EN

Abstracts

EN

The present study aimed to explore whether personality traits infl uence buying behaviour and if this infl uence differs depending on a different culture. The author focused on a crosscultural investigation of Poland and the UK. Data were collected via an online questionnaire which measured personality traits, consumer purchase behaviour and the meaning of branded products for 525 participants. The results show signifi cant relationships between personality traits and both, consumer shopping styles and the way individuals perceived branded products. Personality traits were assessed by the MINI-IPIP test, a 20-items instrument which measures the Big Five personalities: Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Intellect/Imagination (or Openness). Buying behaviour was tested by two scales. The fi rst one was a 39-item Consumer Shopping Inventory (CSI), which indentifi es eight shopping style dimensions: Perfectionist/High Quality Conscious, Brand Consciousness/Price Equals Quality, Novelty and Fashion Conscious, Recreational and Shopping Conscious, Price Conscious/Value for the Money, Impulsiveness/Careless, Confused by Overchoice, Habitual/Brand Loyal. Another instrument used was a 32-item the Meaning of Branded Products scale, presenting four dominant themes: Quality, Values, Personal Identity and Traditions. The present study also investigated the moderating effect of citizenship and other socio-demographic characteristics in the relation between personality traits and both, the meaning of branded products and shopping styles.

Keywords

EN

Personality; buying behaviour; Poland; United Kingdom; CSI

• Publisher: Uniwersytet Warszawski. Wydawnictwo Naukowe Wydziału Zarządzania
• Journal: Journal of Marketing and Consumer Behaviour in Emerging Markets
• Year: 2017
• Issue: 2(6)
• Pages: 54-76

Dates

online

2017-12-12

Contributors

author

Wojciechowska Paulina

• School of Arts and Social Sciences City, University of London Northampton Square, Clerkenwell, London EC1V 0HB, Great Britain

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Identifiers

ISSN

2449-6634