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Differences and Similarities between Impulse Buying and Variety Seeking: A Personality‐based Perspective
Author(s) -
Olsen Svein Ottar,
Tudoran Ana Alina,
Honkanen Pirjo,
Verplanken Bas
Publication year - 2016
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.20853
Subject(s) - openness to experience , psychology , neuroticism , personality , big five personality traits , impulse (physics) , purchasing , perspective (graphical) , social psychology , alternative five model of personality , variety (cybernetics) , norwegian , big five personality traits and culture , marketing , statistics , physics , mathematics , quantum mechanics , artificial intelligence , computer science , business , linguistics , philosophy
Although personality is a key determinant of consumer purchasing decision making, the role of personality traits in impulse buying and variety seeking is not conclusive. This research uses a personality perspective to determine the unique associations among impulse buying tendency (IBT), variety seeking tendency (VST), and the Big Five personality traits within one integrated framework. Based on data from a nationally representative sample of 1644 Norwegian adults, the results show that while IBT and VST might be correlated, they differ significantly with respect to two major personality aspects: “neuroticism” and “openness to experience.” Specifically, the present study indicates that neuroticism predicted IBT positively and VST negatively, while openness was a strong predictor of VST and unrelated to IBT.