Predicting brand preferences: an examination of the predictive power of consumer personality and values in the Australian fashion market

Purpose –
This paper aims to examine and compare the strength of personality and values in predicting brand preferences. It seeks to accomplish three main objectives. First, it will evaluate the strength of personality and values in predicting consumers' brand preferences. Second, it will examine whether values exercise a mediating role between personality and brand preferences. Finally, it will examine the mediating role of prestige sensitivity in influencing brand preferences.

Design/methodology/approach – 

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.

Does workplace social capital buffer the effects of job stress? A cross-sectional, multilevel analysis of cigarette smoking among U.S. manufacturing workers

Objective: To investigate whether workplace social capital buffers the association between job stress and smoking status. Methods: As part of the Harvard Cancer Prevention Project's Healthy Directions—Small Business Study, interviewer-administered questionnaires were completed by 1740 workers and 288 managers in 26 manufacturing firms (84% and 85% response). Social capital was assessed by multiple items measured at the individual level among workers and contextual level among managers. Job stress was operationalized by the demand-control model. Multilevel logistic regression was used to estimate associations between job stressors and smoking and test for effect modification by social capital measures. Results: Workplace social capital (both summary measures) buffered associations between high job demands and smoking. One compositional item—worker trust in managers—buffered associations between job strain and smoking. Conclusion: Workplace social capital may modify the effects of psychosocial working conditions on health behaviors.

Do parents, teachers and children use the SDQ in a similar fashion?

Few studies have investigated whether parents’, teachers’ and children’s responses to the strengths and difficulties questionnaire (SDQ) have equivalence. In this study, data from 854 matched questionnaires collected in Malaysia were subjected to tau equivalence confirmatory factor analysis, to assess if all three groups responded to the same target (the child) similarly. We first fitted Goodman’s (Journal of Child Psychology and Psychiatry, 38, 581–586, (1997a); Journal of Child Psychology and Psychiatry, 40, 791–801, 1997b) five factor model, but found that this did not fit the model despite attempts to improve and rectify model fit. We thereafter attempted to fit Dickey and Blumberg (Journal of the American Academy of Child Adolescent Psychiatry, 43, 1159–1167, 2004) three factor model, but similarly found a lack of fit. We then undertook an exploratory model with a random half of the data, obtaining a three factor solution, and tested this in a confirmatory tau equivalence model. The Unconstrained Model provided a fit to the data, revealing a similar structure across the three informant groups. As this fit was for the Unconstrained Model, it reveals that groups differ in the value they place on each of the variables but overall that held a similar underlying factor structure. The findings are discussed in relation to the possible cultural issues involved and the use of the SDQ.