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The role of culture and personality traits in board game habits and attitudes: Cross-cultural comparison between Denmark, Germany, and USA

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  • Bar, Amit
  • Otterbring, Tobias

Abstract

This study investigated whether variations in personality traits are related to board game usage patterns and attitudes, and whether such associations are expressed differently across countries that reflect different cultural orientations and values. A cross-sectional online survey was distributed among 486 Danes, Germans, and Americans, whose personalities were assessed through the NEO-FFI questionnaire. Participants also indicated their liking levels, attitudes, and playing frequency of board games. Results showed significant associations between personality traits and board game-related attitudes and habits. However, these associations were moderated by culture and primarily predicted responses among Danish participants, but not their American or German counterparts. These findings have important implications for the board-game industry, a multi-billion-dollar market worldwide. Furthermore, findings can shed light on how to better personalize and design board games according to personality traits and culture-specific preferences, which should have a significant impact on the user experience and ultimately increase sales.

Suggested Citation

  • Bar, Amit & Otterbring, Tobias, 2021. "The role of culture and personality traits in board game habits and attitudes: Cross-cultural comparison between Denmark, Germany, and USA," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    • Handle: RePEc:eee:joreco:v:61:y:2021:i:c:s0969698921000722
    DOI: 10.1016/j.jretconser.2021.102506
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    References listed on IDEAS

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