Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)

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Impact of Big Five Personality on Consumption Behavior

Authors
Tingwei Huang1, *
1School of Psychological Sciences, Monash University, Melbourne, VIC3800, Australia
*Corresponding author. Email: thua0047@student.monash.edu
Corresponding Author
Tingwei Huang
Available Online 23 July 2024.
DOI
10.2991/978-94-6463-459-4_35How to use a DOI?
Keywords
Consumption behavior; The Big Five Personality; Marketing Strategies
Abstract

Due to fierce market competition, consumer psychology is becoming more and more significant in the field of marketing. Understanding the fundamental reasons behind consumer behaviour can help companies identify their target market and create marketing strategies more successfully. Variations in consumer behaviour may also result from personality traits and their impact on unique cognitive and behavioural patterns. This study aims to exam how the Big Five personalities affect consumption bahavior. The study looks at how personality qualities affect consumer choices for products, particular consumption patterns (like sustainable and green consumption), and the process of making decisions when consuming. Research indicates a relationship between personality traits and inclinations for particular product attributes, brand selections, and impulsive purchasing behaviours. For discussion, companies that customize their marketing strategies based on consumer psychology can increase profitability and market performance. Personalised promotional strategies and more precise targeting should be made possible by an understanding of the connection between personality traits and consumer decision-making.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
23 July 2024
ISBN
978-94-6463-459-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-459-4_35How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Tingwei Huang
PY  - 2024
DA  - 2024/07/23
TI  - Impact of Big Five Personality on Consumption Behavior
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 282
EP  - 288
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_35
DO  - 10.2991/978-94-6463-459-4_35
ID  - Huang2024
ER  -