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Personality, Personal Values, and Consumer Participation in Self‐Production: The Case of Home Meal Preparation
Author(s) -
Huynh Mai Thi Xuan,
Olsen Svein Ottar
Publication year - 2015
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20812
Subject(s) - psychology , agreeableness , personality , social psychology , context (archaeology) , production (economics) , dimension (graph theory) , big five personality traits , extraversion and introversion , paleontology , mathematics , macroeconomics , biology , pure mathematics , economics
This study investigates the simultaneous influence of personality and personal values on attitude toward self‐production, and how self‐production attitude influences use of time and depth of self‐production behavior in home meal preparation. The results show that self‐control and agreeableness personality traits positively influence attitude toward self‐production, while the resultant self‐enhancement value dimension has a negative effect. Moreover, self‐control negatively moderates the influence of resultant self‐enhancement on self‐production attitude. Attitude toward self‐production has positive influences on both dimensions of self‐production behavior, with a stronger effect on the depth dimension than on the time use dimension. The results support the proposed hierarchical model that personality and personal values relate to more specific self‐production attitude and behavior in a food preparation context.