Content uploaded by Todd A. Mooradian
Author content
All content in this area was uploaded by Todd A. Mooradian on Sep 08, 2015
Content may be subject to copyright.
A preview of the PDF is not available
“I can't get no satisfaction:” The impact of personality and emotion on postpurchase processes
Abstract and Figures
Emerging theory and empirics in personality psychology have related enduring traits with transient affective experiences or states. The research reported in this article integrates these findings with recent consumer research models linking consumption-based emotions with consumer satisfaction and postpurchase behaviors (including complaints, recommendations, and repeat purchase intentions). Our results support a model relating broad, fundamental personality traits to specific consumer behaviors via mediating affective experiences. These findings may help identify consumer segments inclined toward satisfaction or dissatisfaction, and consequently, toward loyalty, word of mouth, and complaining. Further, they suggest a general approach for relating broad traits to specific behaviors by incorporating mediating processes. © 1997 John Wiley & Sons, Inc.
Figures - uploaded by Todd A. Mooradian
Author content
All figure content in this area was uploaded by Todd A. Mooradian
Content may be subject to copyright.
... Plusieurs travaux ont montré le pouvoir explicatif de ces traits sur les attitudes et le comportement (notamment [9], [10]). En comportement du consommateur ces traits de personnalité influent sur la prise de décision d'achat, la nature des produits achetés, la satisfaction, les émotions, les recommandations et le comportement de réclamation ( [11]). ...
... L'impact de ces deux traits de personnalité sur le comportement de réclamation n'ont pas fait, à notre connaissance, l'objet d'investigations (au moins dans un contexte tunisien) où dans le meilleur cas ont été faiblement étudiés. Mooradian and Olver [11] se sont limité à l'étude de l'effet indirect de deux traits à savoir l'extraversion et le neurotisme. L'intégration des trois autres traits de personnalité aura, également, sans doute alourdi la collecte des données et affecter négativement la qualité des réponses des répondants vue la longueur de l'échelle des traits de personnalité. ...
... Pour Singh ([4]), la personnalité du consommateur détermine son comportement. Alors que Mooradian and Olver ( [11]) assurent que la personnalité ne peux pas déterminer directement le comportement. ...
... Variations across the five dimensions (openness to experience, conscientiousness, extraversion, agreeableness and neuroticism) can explain relevant differences in consumer behavior (Paunonen and Ashton, 2001). Furthermore, the individual personality traits are tied to sociodemographic characteristics, such as age and sex (Costa and McCrae, 1992), as well as to consumers' affective responses and behaviors (Costa and McCrae, 1992;Mooradian and Olver, 1997;Orth et al., 2010;Watson et al., 1988). ...
... Strong, recurring relationships between extroversion and positive affect and between neuroticism and negative affect were found in a series of studies, such that the authors proposed relabeling the constructs "positive affectivity" and "negative affectivity" (Watson et al., 1988). Several studies indicate that the neuroticismnegative affect connection is stronger than the extroversionpositive affect relationship (Mooradian and Olver, 1997;Costa and McCrae, 1989;Larsen and Ketelaar, 1991). Even if consumers who score high in neuroticism display lower levels of emotional attachment in response to pleasant store environments, extroverted consumers are more likely to become attached to brands (or brand logos) when they experience pleasure in the store environment (or brand identity signs) (Orth et al., 2010). ...
Purpose
Focusing on small- and medium-sized enterprises (SMEs), which are characterized by resource restrictions, this paper aims to explore consumer segment profiles by considering demographic, personality and creativity traits to determine whether consumers with different profiles exhibit distinct affective reactions to different logo design types (organic, cultural and abstract).
Design/methodology/approach
This exploratory study incorporates recent methodological developments, such as the novel response style correction method, to account for response style effects in evaluations of affect toward logo design. In separate analyses, respondents are segmented according to response style–corrected logo affect and personality and creativity items. The segmentation analysis relies on reduced k-means, a joint dimension and cluster analysis method, which accounts for dependencies between items while maximizing between-cluster variability. A total of 866 respondents from the Iberian Peninsula (Portugal: n = 543; Spain: n = 323) participated.
Findings
Based on a study using unknown logos (proxy for lower levels of budget communication, characteristics of SMEs), results reveal that there are three segments of consumers based on their affective response toward logo design: logo design insensitives, cultural logo dislikers and organic logo lovers. These segments are associated with different personality traits, creativity and biological sex (although biological sex is not a discriminant variable).
Research limitations/implications
The decision not to control logos by color, to increase external validity, could limit the study’s internal validity if this aspect interacts with relevant study variables. Nevertheless, the empirical evidence can be used to further test associations between consumer profiles and responses to logo design.
Practical implications
Findings highlight the relevance of considering complex profile segments, combining demographics, psychographics and creativity to predict affective consumer responses to brand logo design. This research provides guidelines for SMEs when choosing or modifying their logo design to appeal to different consumer segments.
Originality/value
This study provides managers of SMEs (less present nowadays in empirical studies) with evidence suggesting that complex customer profiles help to understand differences in affective responses to natural logo designs. Furthermore, it relies on the use of a novel methodological development that improves the accuracy of the exploratory study developed.
... Despite a number of studies on the relationships between the Big Five and various shopping behaviors (Aquino & Lins, 2023;Otero-López et al., 2021;Thompson & Prendergast, 2015), there is still a dearth of research showing correlations between hedonic shopping motivations and the Big Five factors of human personality. Among them, relationships between Openness to Experience, Agreeableness, and Extraversion with hedonic shopping dimensions have been identified (Guido, 2006;Guido et al., 2007;Guido et al., 2015;Mooradian & Olver, 1997;Tsao & Chang, 2010). ...
The present study aimed at testing hedonic shopping motivations’ explanatory power for the impulsive buying tendency and specific buying behaviors. It also presents psychometric properties of the adapted Brazilian version of the Hedonic Shopping Motivations (HSM) scale. This scale assesses six factors of hedonic motives for shopping: Adventure shopping, gratification shopping, role shopping, value shopping, social shopping, and idea shopping. After the translation process, 429 adults (Mage = 34.5; 73.7% women) completed the instrument. Confirmatory factor analyses indicated that the six-factor model was the best fit for the data, the same as the instrument’s original version. The factors also showed satisfactory reliability indices. Although we found significant correlations between HSM and the Big Five Factors, these correlations were only weak. Conversely, we found moderate positive correlations between the adventure, gratification, and idea factors of the HSM scale and impulsive buying. The instrument showed satisfactory evidence of validity, indicating the scale’s reliability for use in Brazil. The results also indicated that the HSM scale predicted specific purchase behaviors and impulsive buying beyond the Big Five. This study expands our understanding of individual differences in purchasing behaviors, especially by showing that gratification is the best predictor of impulsive buying.
... Despite a number of studies on the relationships between the Big Five and various shopping behaviors (Aquino & Lins, 2023;Otero-López et al., 2021;Thompson & Prendergast, 2015), there is still a dearth of research showing correlations between hedonic shopping motivations and the Big Five factors of human personality. Among them, relationships between Openness to Experience, Agreeableness, and Extraversion with hedonic shopping dimensions have been identified (Guido, 2006;Guido et al., 2007;Guido et al., 2015;Mooradian & Olver, 1997;Tsao & Chang, 2010). ...
The present study aimed at testing hedonic shopping motivations’ explanatory power for the impulsive buying tendency and specific buying behaviors. It also presents psychometric properties of the adapted Brazilian version of the Hedonic Shopping Motivations (HSM) scale. This scale assesses six factors of hedonic motives for shopping: Adventure shopping, gratification shopping, role shopping, value shopping, social shopping, and idea shopping. After the translation process, 429 adults (Mage = 34.5; 73,7 % women) completed the instrument. Confirmatory factor analyses indicated that the six-factor model was the best fit for the data, the same as the instrument’s original version. The factors also showed satisfactory reliability indices. Although we found significant correlations between hsm and the Big Five Factors, these correlations were only weak. Conversely, we found moderate positive correlations between the adventure, gratification, and idea factors of the hsm scale and impulsive buying. The instrument showed satisfactory evidence of validity, indicating the scale’s reliability for use in Brazil. The results also indicated that the hsm scale predicted specific purchase behaviors and impulsive buying beyond the Big Five. This study expands our understanding of individual differences in purchasing behaviors, especially by showing that gratification is the best predictor of impulsive buying.
Purpose
The purpose of this study is to examine the connections between knowledge-based economies, entrepreneurial orientation (EO), sustainable business model innovation and technology transfer (TT). This study specifically investigates whether TT might foster EO and long-term business model innovation in small and medium-sized enterprises (SMEs). This study focuses on economies that are knowledge-based, where information is viewed as a vital resource for economic growth.
Design/methodology/approach
This study uses structural equation modelling method and a quantitative research strategy to analyse data gathered from 309 SMEs in knowledge-based economies. A survey questionnaire created to examine the relevant factors was used to gather the sample data from PROLIFIC platform using judgemental sampling technique.
Findings
This study’s conclusions point to an association between TT and EO that is favourable, SMEs’ ability to use TT to strengthen their EO and the significance of EO in fostering innovation in SMEs. This study offers empirical proof of the role that TT may play in fostering innovation in sustainable business models and EO in SMEs.
Research limitations/implications
Policymakers, business professionals and academic researchers who are interested in the function of TT in knowledge-based economies will find it to be a helpful source of information. According to this study’s results, TT can assist SMEs in using outside expertise and assets to grow their entrepreneurial capacities, promote innovation and build long-term business strategies.
Originality/value
This study provides empirical evidence of the role of TT in fostering innovation within sustainable business models and cultivating EO within SMEs, contributing to the literature on these critical topics.
The customer personality analysis serves as an indepth exploration into the realm of a company's ideal customers, meticulously examining their characteristics, behaviors, and preferences. This paper's analytical approach aims to empower businesses by unraveling the intricacies of customer bases and enabling the customization of products based on diverse customer segments' specific needs and concerns. By leveraging advanced visualization techniques like histograms, bar charts, donut charts, and table charts within Tableau, this study seeks to enhance the understanding of customer attributes, facilitating more targeted and effective marketing strategies. Understanding customers is pivotal for businesses seeking to tailor their products and marketing efforts. Customer personality analysis delves into the wealth of data available, allowing for a nuanced understanding of customer segments. The objective is to shift from a generalized approach to a more targeted one, where resources are allocated efficiently and marketing efforts are tailored to resonate with specific customer groups.
Investors’ personality traits and psychological biases play a crucial role in the decision-making process and risk-taking behavior of investors. The emotional and psychological factors impact the decision-making, giving rise to biases. These biases make investors make irrational decisions, which signifies the need for this study. This study aims to assess investors’ personalities using HEXACO model and its interaction with biases and financial risk tolerance. The data of 530 retail investors in India, who had more than 2 years of investing experience in the stock market, were collected. The study considered the HEXACO model since it captures all dimensions of personality that are not considered in the commonly used Big Five Model (BFM). The result of structural equation modeling and mediation analysis shows that the ‘honesty-humility’ trait significantly affects overconfidence bias. The mediation analysis of biases between traits and financial risk tolerance showed complete, partial, and no mediation effect depending on the nature of prejudice. Clear distinction of personality traits into ‘virtue traits’ and ‘character traits’ can be observed. This clear distinction paves the way for employing the HEXACO model in future studies.
Mindfulness as a concept has existed for thousands of years in the Buddhist tradition and other meditative practices. The Buddhist path to nirvana incorporates the ability to be “in the moment.” This research aims to examine how mindfulness can affect impulse buying. Using personality traits from the Big 5 Personality Traits and the 3M Model of Motivation and Personality, we construct a model to study the predictive relationships to Mindfulness. Results show that mindfulness is related to impulse buying, either affectively or cognitively. The more mindful the consumer is, the less likely he/she will make an impulse buy. Additionally, consciousness did not positively affect the need for arousal or material things. The more conscientious you are, the less the need to be aroused. This indicates that companies need to differentiate between very conscientious consumers and consumers who are not. The more a consumer looks for information, the less likely any marketing cues, such as advertisements or social media, will arouse him/her. This study can help marketers understand the most critical personality traits affecting mindfulness and impulse buying.
Cryptocurrencies have ballooned into a billion‐dollar business. To inform regulations aimed at protecting consumers vulnerable to suboptimal financial decisions, we investigate crypto investment intentions as a function of consumer gender, financial overconfidence (greater subjective relative to objective financial knowledge), and the Big Five personality traits. Study 1 (N = 126) found that people believe each Big Five personality trait as well as consumer gender and financial overconfidence to predict consumers' crypto investment intentions. Study 2 (N = 1741) revealed that less than 1 in 10 consumers from a nationally representative sample (Norway) are willing to invest in crypto. However, the proportion of male (vs. female) consumers considering such investments is more than twice as large, with less (vs. more) agreeable and less (vs. more) conscientious, but more (vs. less) open and more (vs. less) financially overconfident consumers also being increasingly inclined to consider crypto investments. Financial overconfidence, agreeableness, and conscientiousness mediate the link between consumer gender and crypto investment intentions. These results hold after accounting for a theoretically relevant confounding factor (financial self‐efficacy). Together, this research offers novel implications for marketing theory and practice that help understand the observed gender differences in consumers' crypto investments.
Data obtained from 375 members of a consumer panel in a two-phase study of consumer experiences with automobile repairs and services were used to examine the antecedents and consequences of consumer satisfaction. The results support previous findings that expectations and disconfirmation are plausible determinants of satisfaction, and suggest that complaint activity may be included in satisfaction/dissatisfaction research as suggested by earlier descriptions of consumer complaining behavior.
On the basis of Hirschman's exit-voice theory, an economic model of defensive marketing strategy is developed for complaint management. Though many firms strive to reduce the number of customer complaints about their products, this objective is found to be questionable. Instead, analysis suggests complaints from dissatisfied customers should be maximized subject to certain cost restrictions. The authors also show that defensive marketing (e.g., complaint management) can lower the total marketing expenditure by substantially reducing the cost of offensive marketing (e.g., advertising). The savings in offensive marketing are often high enough to offset the additional costs associated with compensating complaining customers, even if compensation exceeds the product's profit margin.
The author discusses the concept of national character—the idea that the people of each nation have a distinctive, enduring pattern of behavior and/or personality characteristics. He examines the concept in terms of its value and validity for use in international marketing. The development of the study of national character in the anthropological, psychoanalytic, and quantitative schools is surveyed. A marketing-relevant national character concept with applicability to both consumer and strategic decision making is proposed.
Contrary to unidimensional conceptions of optimism and pessimism, factor analysis of 2 widely used instruments revealed that optimism and pessimism are empirically differentiable, but related, constructs. Moreover, consistent with expectations, optimism and pessimism were differentially linked with fundamental dimensions of mood and personality. Pessimism was principally associated with neuroticism and negative affect. Optimism was primarily associated with extraversion and positive affect. Findings are discussed with reference to current conceptual and measurement models of optimism and pessimism and their relations to broad dimensions of mood and personality.
A review of empirical studies concerned with increasing response rates to mail questionnaires reveals the limited evidence upon which most widely accepted techniques are based. The only techniques which seem to be consistently effective in increasing response rates are followup letters and monetary incentives enclosed with the mail questionnaires.
The author discusses the concept of national character-the idea that the people of each nation have a distinctive, enduring pattern of behavior and/or personality characteristics. He examines the concept in terms of its value and validity for use in international marketing. The development of the study of national character in the anthropological, psychoanalytic, and quantitative schools is surveyed. A marketing-relevant national character concept with applicability to both consumer and strategic decision making is proposed.