RT Journal Article
SR Electronic
A1 Rybanská, Jana
T1 Selected Personality Characteristics as Predictors of Emotional Consumer Behaviour
JF European Journal of Business Science and Technology
YR 2015
VO 1
IS 2
SP 128
OP 136
DO 10.11118/ejobsat.v1i2.26
UL https://ejobsat.cz/artkey/ejo-201502-0005.php
AB 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.