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Selected Personality Characteristics as Predictors of Emotional Consumer Behaviour

Author

Listed:
  • Jana Rybanská

    (Slovak University of Agriculture in Nitra, Slovakia)

Abstract

Many consumers believe that choices they make result from rational analysis of available alternatives. In reality, however, emotions greatly influence and determine our behaviour and decisionmaking also on the market of products and services. The main aim of this paper is to show the relationship between selected personality traits and emotional consumer behaviour. We used two psychological tests (Eysenck personality questionnaire and author's scale of emotionality) and tested several factors that might have influenced emotional consumer reactions. We found out that two of three tested personality predictors are significant - extroversion and neuroticism. The higher the score that respondents reach in the scales of extroversion and neuroticism was, the more emotional was their behaviour and decision making. In that connection, there are also differences between individual temperaments. Cholerics and melancholics react more emotionally than other two temperaments.

Suggested Citation

  • Jana Rybanská, 2015. "Selected Personality Characteristics as Predictors of Emotional Consumer Behaviour," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 1(2), pages 128-136.
    • Handle: RePEc:men:journl:v:1:y:2015:i:2:p:128-136
    DOI: 10.11118/ejobsat.v1i2.26
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    References listed on IDEAS

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    1. Fredda Blanchard-Fields & Renee Stein & Tonya L. Watson, 2004. "Age Differences in Emotion-Regulation Strategies in Handling Everyday Problems," The Journals of Gerontology: Series B, The Gerontological Society of America, vol. 59(6), pages 261-269.
    2. Aradhna Krishna, 2006. "Interaction of Senses: The Effect of Vision versus Touch on the Elongation Bias," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 557-566, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    personality of consumer; personality characteristics; personality traits; consumer behaviour; emotional consumer behaviour; emotions; temperament;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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