The personality correlates of job-satisfaction among school teachers

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The success of technical college students in relation to scores on attitude, personality and intelligence tests

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Interactions of personality variables with inductive and deductive teaching strategies

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The relationship between personality and social factors and success as a sales representative, both of a petrol company and an animal food company

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Negative brand personality:the construct, its antecedents and outcome variables

By evolving brands and building on the importance of self-expression, Aaker (1997) developed the brand personality framework as a means to understand brand-consumer relationships. The brand personality framework captures the core values and characteristics described in human personality research in an attempt to humanize brands. Although influential across many streams of brand personality research, the current conceptualization of brand personality only offers a positively-framed approach. To date, no research, both conceptually and empirically, has thoroughly incorporated factors reflective of Negative Brand Personality, despite the fact that almost all researchers in personality are in agreement that factors akin to Extraversion (positive) and Neuroticism (negative) should be in a comprehensive personality scale to accommodate consumers’ expressions. As a result, the study of brand personality is only half complete since the current research trend is to position brand personality under brand image. However, with the brand personality concept being confused with brand identity at the empirical stage, factors reflective of Negative Brand Personality have been neglected. Accordingly, this thesis extends the current conceptualization of brand personality by demarcating the existing typologies of desirable brand personality and incorporating the characteristics reflective of consumers’ discrepant self-meaning to provide a more complete understanding of brand personality. However, it is not enough to interpret negative factors as the absence of positive factors. Negative factors reflect consumers’ anxious and frustrated feelings. Therefore, this thesis contributes to the current conceptualization of brand personality by, firstly, presenting a conceptual definition of Negative Brand Personality in order to provide a theoretical basis for the development of a Negative Brand Personality scale, then, secondly, identifying what constitutes Negative Brand Personality and to what extent consumers’ cognitive dissonance explains the nature of Negative Brand Personality, and, thirdly, ascertaining the impact Negative Brand Personality has on attitudinal constructs, namely: Negative Attitude, Detachment, Brand Loyalty and Satisfaction, which have proven to predict behaviors such as choice and (re-)purchasing. In order to deliver on the three main contributions, two comprehensive studies were conducted to a) develop a valid, parsimonious, yet relatively short measure of Negative Brand Personality, and b) ascertain how the Negative Brand Personality measure behaves within a network of related constructs. The mixed methods approach, grounded in theoretical and empirical development, provides evidence to suggest that there are four factors to Negative Brand Personality and, tested through use of a structural equation modeling technique, that these are influenced by Brand Confusion, Price Unfairness, Self- Incongruence and Corporate Hypocrisy. Negative Brand Personality factors mainly determined Consumers Negative Attitudes and Brand Detachment. The research contributes to the literature on brand personality by improving the consumer-brand relationship by means of engaging in a brandconsumer conversation in order to reduce consumers’ cognitive strain. The study concludes with a discussion on the theoretical and practical implications of the findings, its limitations, and potential directions for future research.

The forgotten brand personality dimension

Aaker's (1997) brand personality framework has become influential across many streams of brand personality research, but it fails to capture an important dimension that reflects consumer's anxious feelings towards brands. Consumers are increasingly evaluating brands through expressions of negative emotive language. For example, the BP oil spillage in the Gulf of Mexico stimulated negative emotions among consumers. This paper is the first to thoroughly incorporate a brand personality dimension reflective of consumer anxious tense and frustrated feelings towards brands. From the extant literature we propose and define negative brand personality. Four adjacent studies were conducted to explore, purify and refine in what form negative brand personality traits exist among consumers. This paper concludes with a conceptual model detailing the antecedent constructs to negative brand personality and behavioral consequences. © 2012.

How does personality affect trust in B2C e-commerce?

Trust is a critical component of successful e-Commerce. Given the impersonality, anonymity, and automation of transactions, online vendor trustworthiness cannot be assessed by means of body language and other environmental cues that consumers typically use when deciding to trust offline retailers. It is therefore essential that the design of e-Commerce websites compensate by incorporating circumstantial cues in the form of appropriate trust triggers. This paper presents and discusses the results of a study which took an initial look at whether consumers with different personality types (a) are generally more trusting and (b) rely on different trust cues during their assessment of first impression vendor trustworthiness in B2C e-Commerce.

The effects of birth order on personality traits and feelings of academic sibling rivalry

The influence of birth order on personality and sibling rivalry is controversial; little research has been conducted into academic sibling rivalry, and none into the connection with personality traits. This study considers the interaction of all three factors. Firstborns (N=22) and lastborns (N=24) completed online personality tests and an Academic Sibling Rivalry Questionnaire. Lastborns were found to experience more academic sibling rivalry: t=2.33, DF=44; p less than 0.05, whereas firstborns are more likely to be conscientious: F(1,44)=3.58; p less than 0.05, and dutiful: F(1,44)=5.39; p less than 0.05. This raises possible implications in domains including education, health and psychotherapy. Further research could be conducted to expand these findings in terms of variables and geographical location. (Contains 2 figures.)

Personality profile of male adolescents with Tourette syndrome:a controlled study

Tourette syndrome is a neurodevelopmental disorder characterized by multiple tics and commonly associated with behavioral problems, especially obsessive-compulsive disorder and attention-deficit hyperactivity disorder (ADHD). The presence of specific personality traits has been documented in adult clinical populations with Tourette syndrome but has been underresearched in younger patients. We assessed the personality profiles of 17 male adolescents with Tourette syndrome and 51 age- and gender-matched healthy controls using the Minnesota Multiphasic Personality Inventory-Adolescent version, along with a standardized psychometric battery. All participants scored within the normal range across all Minnesota Multiphasic Personality Inventory-Adolescent version scales. Patients with Tourette syndrome scored significantly higher than healthy controls on the Obsessiveness Content Scale only (P = .046). Our findings indicate that younger male patients with Tourette syndrome do not report abnormal personality traits and have similar personality profiles to healthy peers, with the exception of obsessionality traits, which are likely to be related to the presence of comorbid obsessive compulsive symptoms rather than tics.

Brand personality complementatity:its effects on evaluations of extremely incongruent extensions

Prior research on brand extension has provided little evidence on enhancing the evaluation of extremely incongruent extension. Adopting the theoretical framework of schema congruity theory, the author posits that evaluations can be improved if brand personality impressions of both parent brand and extension are complementary. The author coins this as the brand personality complementarity (BPC) principle. Prior to examining BPC effect, cultural-specific brand personality scale was developed to identify universal and indigenous brand personality dimensions. The reason is BPC requires a reliable and valid brand personality scale in order to detect its effect. Following successful identification of the cultural-specific brand personality scale, a total of three experimental studies were done to investigate BPC effect. Specifically, one experimental study identified complementary levels amongst brand personality dimensions, whereas two experimental studies investigated the moderating effect of BPC. Findings from the scale development study reveal that Malaysian brand personality (MBP) scale is a second higher-order factor reflected by first higher-order factors of sophistication, youth, competence, and sincerity. Most importantly, findings from the experimental studies revealed; 1) different BPC levels amongst all possible pairs of MBP dimensions, 2) significant interaction effect of brand extension congruity x BPC, and 3) significant mediation effect of complementarity resolution. Specific findings indicated that when iv text-based stimuli were used to form brand personality impression, even low BPC level improves the evaluations of extremely incongruent extension. However, when visualbased stimuli were used, low BPC level worsen the extension evaluation compared those of the control condition (i.e. without brand personality impression). Implications for both academician and practitioner are discussed.

Az észlelt kultúraszemélyiség és hatása az ország turisztikai és üzleti célpontként való megítélésére (Investigation the effect of perceived culture – personality (CP) on the evaluation of the country as ideal business/tourist destination)

A kutatás fő célja annak vizsgálata, hogy egy adott kultúra észlelt személyisége milyen hatással van az ország ideális turisztikai, illetve üzleti célországként való megítélésére. A kultúraszemélyiség koncepciójának bemutatása után a kultúraszemélyiség-skála (culture personality, CP) fejlesztésének kezdeti eredményeit, majd a kultúraszemélyiség dimenzióinak vizsgálatát részletezik a szerzők. A skálakialakítás során – kvalitatív eredményeiket felhasználva – egy ötvenegy tulajdonságpárból álló szemantikus differenciálskálát fejlesztettek ki és teszteltek. Jelen cikkükben összehasonlítják Franciaország és Magyarország észlelt kultúraszemélyiségét, vizsgálva a magyar és a francia válaszadók véleményének hasonlóságait és különbségeit. Eredményeik azt mutatják, hogy nemcsak az egyes kultúrák személyiségét észlelik eltérően a válaszadók, de ugyanazon kultúra személyiségének bizonyos jellemzőit is eltérően ítélik meg. _____ The main purpose of our study was to investigate the effect of perceived culture – personality (CP) on the evaluation of the country as ideal business/tourist destination. After introducing the concept of culture-personality, initial results of our CP scale development are discussed, and dimensions of culture-personality will be examined. As a result of the scale construction procedure – based on our extensive qualitative studies –, a 51-item semantic differential scale has been developed and tested. Similarities and differences of perceived culture-personalities of France and Hungary among Hungarian and French respondents are described.

When is personality a predictor of performance? The moderating role of autonomy

The study described herein examined personality as a predictor of task and contextual performance. The Big Five personality dimensions (i.e., Neuroticism, Extraversion, Agreeableness, Openness to Experience, and Conscientiousness) were studied in relation to both task and contextual performance within an organization in the service industry. The situational factor, autonomy, was examined as a potential moderator for the hypothesized personality-contextual performance relationship. Hierarchical regression analyses indicated that Conscientiousness was a valid predictor of task performance, Neuroticism was a valid predictor of contextual performance, and Extraversion was a valid predictor of delinquent performance. However, results did not yield support for the moderating role of autonomy on the personality-contextual performance relationship. Nevertheless, job satisfaction did moderate the Openness to Experience-delinquent performance relationship. Practical implications of these results and suggestions for future research are discussed. ^

The attribution of motives to organizational citizenship behaviors: The influence of personality, gender and ethnicity

A major area of research in the realm of Industrial/Organizational Psychology is the exploration of specific job performance behaviors such as organizational citizenship behaviors (GCBs). However, there is a dearth of research examining how peers react to OCBs and the performers of such behaviors. Bolino noted that determining how people attribute motives to these OCBs is an important yet unanswered question in industrial/organizational psychology. The present study attempted to provide insight on what observer (or rater) traits affect the motives attributed to organizational citizenship behaviors. In particular, the effects of personality traits such as the Big Five personality factors, self-monitoring, individualism-collectivism, negative affectivity and identity factors such as cultural mistrust, ethnic orientation, and perceived similarity were examined. A within-subjects survey design was used to collect data on six hypothetical organizational citizenship behaviors from a sample of 369 participants. The gender and ethnicity of the individuals performing the hypothetical organizational citizenship behaviors were manipulated (i.e., male or female; African-American, Hispanic, or White). ^ Results indicated that both similarity (t(368) = 5.13; p .01) and personality factors (R2 = .06 for genuine motives and R2 = .05 for self-serving motives) had an effect on which motive (genuine or self-serving) was attributed to organizational citizenship behaviors. Support was found for an interaction between similarity and the observer's personality trait of conscientiousness when attributing genuine motives to organizational citizenship behaviors. Finally, specific organizational citizenship behaviors such as altruism were linked to genuine motives while OCBs like conscientiousness, sportsmanship, and civic virtue were associated with self-serving motives. ^

Self-other rating discrepancy and personality antecedents

This study explored individual difference factors to help explain the discrepancy that has been found to exist between self and other ratings in prior research. Particularly, personality characteristics of the self-rater were researched in the current study as a potential antecedent for self-other rating agreement. Self, peer, and supervisor ratings were provided for global performance as well as five competencies specific to the organization being examined. Four rating tendency categories, over-raters, under-raters, in-agreement (good), and in-agreement (poor), established in research by Atwater and Yammarino were used as the basis of the current research. The sample for rating comparisons within the current study consisted of 283 self and supervisor dyads and 275 for self and peer dyads from a large financial organization. Measures included a custom multi-rater performance instrument and the personality survey instrument, ASSESS, which measures 20 specific personality characteristics. MANCOVAs were then performed on this data to examine if specific personality characteristics significantly distinguished the four rating tendency groups. Examination of all personality dimensions and overall performance uncovered significant findings among rating groups for self-supervisor rating comparisons but not for self-peer rating comparisons. Examination of specific personality dimensions for self-supervisory ratings group comparisons and overall performance showed Detail Interest to be an important characteristic among the hypothesized variables. For self-supervisor rating comparisons and specific competencies, support was found for the hypothesized personality dimension of Fact-based Thinking which distinguished the four rating groups for the competency, Builds Relationships. For both self-supervisor and self-peer rating comparisons, the competencies, Builds Relationships and Leads in a Learning Environment, were found to have significant relationship with several personality characteristics, however, these relationships were not consistent with the hypotheses in the current study. Several unhypothesized personality dimensions were also found to distinguish rating groups for both self-supervisor and self-peer comparisons on overall performance and various competencies. Results of the current study hold implications for the training and development session that occur after a 360-degree evaluation process. Particularly, it is suggested that feedback sessions may be designed according to particular rating tendencies to maximize the interpretation, acceptance and use of evaluation information. ^

Individual differences influencing context effects in responding to items assessing conscientiousness in a personality test

Context effects in a personality scale were examined by determining if conscientiousness scale (C) scores were significantly different when administered alone vs. part of a Five Factor Model inventory (Big5). The effectiveness of individual difference variables (IDVs) as predictors of the context effect was also examined. The experiment compared subjects who completed the full Big5 once and the C alone once (Big5/C or C/Big5) to subjects who complete either the Big5 inventory twice (Big5/Big5) or the C twice (C/C). No significant differences were found. When Big5/C and C/Big5 groups were combined, IDVs were tested, and only the field dependence variable (R2 = .06) was found to significantly predict the context effect. However, the small R2 minimized concerns of context effects in Big5 inventories. ^