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.
Ta witryna wykorzystuje pliki cookies do przechowywania informacji na Twoim komputerze. Pliki cookies stosujemy w celu świadczenia usług na najwyższym poziomie, w tym w sposób dostosowany do indywidualnych potrzeb. Korzystanie z witryny bez zmiany ustawień dotyczących cookies oznacza, że będą one zamieszczane w Twoim komputerze. W każdym momencie możesz dokonać zmiany ustawień dotyczących cookies
Informacja
SZANOWNI CZYTELNICY!
UPRZEJMIE INFORMUJEMY, ŻE BIBLIOTEKA FUNKCJONUJE W NASTĘPUJĄCYCH GODZINACH:
Wypożyczalnia i Czytelnia Główna: poniedziałek – piątek od 9.00 do 19.00