Selected Personality Characteristics as Predictors of Emotional Consumer Behaviour

  • Jana Rybanská University of Agriculture in Nitra
Keywords: personality of consumer, personality characteristics, personality traits, consumer behaviour, emotional consumer behaviour, emotions, temperament

Abstract

Many consumers believe that choices they make result from rational analysis of available alternatives. In reality, however, emotions greatlyinfluence and determine our behaviour and decision-making 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 questionnaireand author's scale of emotionality) and tested several factors that might have influenced emotional consumer reactions. We found out that two of threetested personality predictors are significant – extroversion and neuroticism. The higher the score that respondents reach in the scales of extroversionand neuroticism was, the more emotional was their behaviour and decision making. In that connection, there are also differences between individualtemperaments. Cholerics and melancholics react more emotionally than other two temperaments.

Author Biography

Jana Rybanská, University of Agriculture in Nitra

Department of Marketing and Trade

doctoral student

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Published
2015-12-30
Section
Articles