The Big Five and brand personality: investigating the impact of consumer personality on preferences towards particular brand personality

The aim of this study was to explore the relationship between consumer personality and brand personality as measured by constructs refl ecting The Big Five dimensions in the context of fashion products. The fi ndings of the study show that some dimensions of The Big Five constructs are signifi cantly related to preferences on particular dimensions of brand personality. It was found that consumers who exhibit a Conscientious personality demonstrate preferences towards ‘ Trusted ’ brands. In contrast, those who are Extrovert in nature are motivated by ‘ Sociable ’ brands. Findings related to gender reveal that male and female consumers differ in how they express their personality when it comes to brand personality. Male respondents who are dominant on the Neuroticism dimension prefer ‘ Trusted ’ brand, whereas ‘ Trusted ’ brand is preferred by females who are dominant on the Conscientiousness dimension. The results of this study will inform brand managers about how to tailor specifi c marketing strategies such that brand personalities communicated to consumers are congruent with their personalities.

The big five traits as predictors of subjective and psychological well-being

Despite considerable research on personality and "hedonic" or subjective well-being, parallel research on "eudaimonic" or psychological well-being is scarce. The current study investigated the relationship between the Big Five traits and subjective and psychological well-being among 211 men and women. Results indicated that the relationship between personality factors and psychological well-being was stronger than the relationship between personality factors and subjective well-being. Extraversion, neuroticism, and conscientiousness correlated similarly with both subjective and psychological well-being, suggesting that these traits represent personality predispositions for general well-being. However, the personality correlates of the dimensions within each broad well-being type varied, suggesting that the relationship between personality and well-being is best modeled in terms of associations between specific traits and well-being dimensions.

An analysis on human personality and hotel web design : a Kohonen network approach

Having an eye catching and attractive website could help hotels to compete in the vigorous online market. This study attempts to examine the relationship between human personality and the web design preferences. Kohonen Networks were adopted to cluster people with similar personality characteristics and identify their differences on web design preferences. Empirical results indicated people with similar personality traits have similar design preferences. For example, to attract those who got high scores in agreeableness, conscientiousness and openness but low score in neuroticism, a web page should start with a language selection page with introductory movie, one large image on the web page showing hotel interior design with hotel guest in the photo, and with background music.

Personality differences and hotel web design study using targeted positive and negative association rule mining

As people have unique tastes, the way to satisfy a small group of targeted customers or to be generic to meet most people's preference has been a traditional question to many fashion designers and website developers. This study examined the relationship between individuals' personality differences and their web design preferences. Each individual's personality is represented by a combination of five traits, and 15 website design-related features are considered to test the users' preference. We introduced a data mining technique called targeted positive and negative association rule mining to analyze a dataset containing the survey results collected from undergraduate students. The results of this study not only suggest the importance of providing specific designs to attract individual customers, but also provide valuable input on the Big Five personality traits in their entirety.

Dimensions of religious/spiritual well-being in relation to personality and stress coping: initial results from Bosnian young adults

The aim of this study was to examine possible relationships between religious/spiritual well-being (RSWB), the Big Five personality factors, and stress coping strategies among Bosnian young adults. Therefore, a first Bosnian translation of the Multidimensional Inventory of Religious/Spiritual Well-being was applied on a sample of 290 (181 females) Bosnian undergraduate students. RSWB dimensions such as hope, forgiveness, or general religiosity were found to be substantially related with more favorable personality dimensions as well as with more adequate stress coping. As a conclusion RSWB dimensions were confirmed as being an important resource for mental health for this sample of Bosnian adolescents.

Discovering consumer personality clusters in prestige sensitivity and fashion consciousness context

This article aims to discover the differences among consumer personality clusters in regard to their extent of fashion consciousness and prestige sensitivity. Data were collected from 251 undergraduate students using self-administered questionnaires. Cluster analysis and MANOVA were employed to assess whether significant differences exist among four personality clusters. The study used the Big Five scale items to measure consumer personality and found that respondents who score low on the “openness to experience” dimension tend to be less prestige sensitive, and those who score high on “extraversion,” “agreeableness,” and “conscientiousness” tend to be highly fashion conscious.

A conceptual model of consumer personality-brand preferences relationship

There have been a significant number of studies that investigate the antecedents to customers in forming their brand preferences. However, there is a dearth of research devoted to examining the role of customer personality in marketing. This conceptual paper attempts to cover this gap through examining the relationships between consumer personality and brand preference. We developed a conceptual model which is based on the Big Five theory of personality and show how this could be applied to the marketing context. It is proposed that human personality has a significant relationship with brand preferences.

Does personality affect dietary intake?

The purpose of this review is to evaluate the evidence for an association between the Big Five dimensions of personality, dietary intake, and compliance to dietary recommendations. Poor diet is a known risk factor for overweight and obesity and associated chronic lifestyle diseases and it has been proposed that personality may be linked to dietary choices. Findings from cross-sectional surveys from different countries and cultures show a positive association between Openness and consumption of fruits and vegetables and between Conscientiousness and healthy eating. Although no evidence has been found that personality dimensions are associated with adherence to dietary recommendations over time, Conscientiousness is associated with a number of prosocial and health-promoting behaviors that include avoiding alcohol-related harm, binge-drinking, and smoking, and adherence to medication regimens. With emerging evidence of an association between higher Conscientiousness and lower obesity risk, the hypothesis that higher Conscientiousness may predict adoption of healthy dietary and other lifestyle recommendations appears to be supported.

Predicting psychological and subjective well-being from personality: incremental prediction from 30 facets over the Big 5

This study investigated the relationship between the Big 5, measured at factor and facet levels, and dimensions of both psychological and subjective well-being. Three hundred and thirty-seven participants completed the 30 Facet International Personality Item Pool Scale, Satisfaction with Life Scale, Positive and Negative Affectivity Schedule, and Ryff’s Scales of Psychological Well-Being. Cross-correlation decomposition presented a parsimonious picture of how well-being is related to personality factors. Incremental facet prediction was examined using double-adjusted r2 confidence intervals and semi-partial correlations. Incremental prediction by facets over factors ranged from almost nothing to a third more variance explained, suggesting a more modest incremental prediction than presented in the literature previously. Examination of semi-partial correlations controlling for factors revealed a small number of important facet-well-being correlations. All data and R analysis scripts are made available in an online repository.

An empirical investigation of personality traits of software testers

Software testing is the process of an execution based investigation of some aspects of the software's quality. The efficiency of the process depends on the methods and technologies used, but crucially also on the human testers. Software testers typically attempt to anticipate and expose ways software may be defective, a fundamentally different task set to those of other software development practitioners. This raises the question of whether the personality of software testers may be different to other people involved in software development. To test this hypothesis, we collected personality profiles using the big five factor model of around 200 software development practitioners. Analysis of this data indicates that software testers are significantly higher on the conscientiousness factor than other software development practitioners, while other factors remain broadly consistent.

Exporting sports rights to overseas markets : the case of European football

In recent years major European clubs have become conscious of the need to develop a wider, more global approach to their existence in order to increase revenues. There have increasingly been developments involving clubs attempting to forge relationships with major Asian markets. The essay focuses on factors influencing the international trade of input (talent) and output (football TV programmes) – covering both the supply and the demand sides. It illustrates how the development in recent years has widened the revenue gaps between the ‘big five’ European nations and the rest of the world – and its consequences for the distribution of talent in the football world.

Type D personality and the Five-Factor Model : a facet-level analysis

Objective: This study assessed the degree to which NEO-PI-R facets contribute to understanding of Type D personality over and above the Big 5. Method: Healthy participants (n = 268) completed the DS14 and the NEO-PI-R. In addition to analyzing the Type D subscales of social inhibition and negative affectivity, we computed a continuous measure of Type D scored as the sum of the two subscales. Results: Facets provided moderate incremental prediction of Type D subscales. The facets of assertiveness, self- consciousness, and positive emotion provided incremental prediction of negative affectivity, and warmth, activity, and gregariousness provided incremental prediction of social inhibition. Facets provided minimal incremental prediction of continuous Type D. The Big 5 explained substantially more variance in continuous Type D (71%) than negative affectivity (59%) or social inhibition (61%). Conclusions: Overall, the facet-level analysis provided additional insights into the nature of Type D. The incremental prediction of the Type D subscales by facets supported the idea that Type D scales are narrower constructs than the Big 5. However, the strong prediction of continuous Type D by the Big 5 and the lack of incremental prediction by facets points to the overall Type D construct being well represented by the Big 5.

The role of personality in leadership: an application of the five-factor model in the Australian military

This study investigated the relation between the five-factor model (FFM) of personality trait domains and leadership effectiveness. Ninety-nine Australian Army commissioned officers completed the NEO Personality Inventory-Revised (NEO-PI-R; Costa & McCrae, 1992) and were rated by their superior officer on the Australian Army annual leadership effectiveness evaluation schedule. Participants indicated whether they had been selected to attend a leadership promotion course at the Army Command and Staff College, widely regarded within the Army as indicative of an officer's effectiveness. It was hypothesized that leadership effectiveness would be predicted by the personality trait domains of high Conscientiousness, Openness, Agreeableness, and Extraversion and by low Neuroticism. High Conscientiousness and low Extraversion scores predicted high leadership effectiveness and the likelihood of attending the leadership promotion course. High Openness scores also predicted the likelihood of attending the promotion course. The results support the utility of the FFM in exploring the role of personality in leadership effectiveness among military leaders.