Abstract
The present research proposes an Italian version of the BFI-10 scale by Rammstedt and John (2007), which was originally developed in both English and German. The results on convergent and concurrent validity confirmed the scale as an effective means for assessing personality dimensions in a limited amount of time. This paper also presents and discusses an application of the scale in the marketing field that shows how the developed scale relates to consumers’ tendency towards hedonic and/or utilitarian shopping values.
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