European Journal of Business Science and Technology 2015, 1(2):128-136 | DOI: 10.11118/ejobsat.v1i2.26

Selected Personality Characteristics as Predictors of Emotional Consumer Behaviour

Jana Rybanská1
1 Slovak University of Agriculture in Nitra, Slovakia

Many consumers believe that choices they make result from rational analysis of available alternatives. In reality, however, emotions greatly influence and determine our behaviour and decisionmaking also on the market of products and services. The main aim of this paper is to show the relationship between selected personality traits and emotional consumer behaviour. We used two psychological tests (Eysenck personality questionnaire and author's scale of emotionality) and tested several factors that might have influenced emotional consumer reactions. We found out that two of three tested personality predictors are significant - extroversion and neuroticism. The higher the score that respondents reach in the scales of extroversion and neuroticism was, the more emotional was their behaviour and decision making. In that connection, there are also differences between individual temperaments. Cholerics and melancholics react more emotionally than other two temperaments.

Keywords: personality of consumer, personality characteristics, personality traits, consumer behaviour, emotional consumer behaviour, emotions, temperament
JEL classification: M31, M37

Published: December 30, 2015  Show citation

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Rybanská, J. (2015). Selected Personality Characteristics as Predictors of Emotional Consumer Behaviour. European Journal of Business Science and Technology, 1(2), 128-136. doi: 10.11118/ejobsat.v1i2.26
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