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Theory of dogmatism, personality traits and shopping behavior

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  • Paul, Justin
  • Gupta, Sahil
  • Tyagi, Shenki

Abstract

Drawing on the theory of dogmatism and personality traits, this research examines the consumers' shopping behavior and intentions. We propose a model, which incorporates the precepts of stubbornness and retail purchasing conduct. Data were gathered from 446 shoppers in India and analyzed using partial least squares-structural equation modelling (PLS-SEM). The findings indicate that consumers' personality, purchaser conduct, narrowing conduct, and dependability influence their buying behavior. Moreover, consumers’ purchasing goals are influenced by assurance, customization, brand value, and social appeal. The study has practical implications for marketing managers who are focusing on customers with dogmatic behavior.

Suggested Citation

  • Paul, Justin & Gupta, Sahil & Tyagi, Shenki, 2023. "Theory of dogmatism, personality traits and shopping behavior," European Management Journal, Elsevier, vol. 41(2), pages 302-311.
    • Handle: RePEc:eee:eurman:v:41:y:2023:i:2:p:302-311
    DOI: 10.1016/j.emj.2021.10.009
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