Consumer personality traits vs. their preferences for the characteristics of wood furniture products

Abstract

Individual personality traits are powerful determinants of behavior, and they can profoundly influence consumer decisions as a comprehensive understanding of consumer personality traits. Their role in decision-making can improve the predictability of consumer-related behavior. In this study, data on consumers’ preferences and personality traits were collected through questionnaires using the Wood Furniture Product Characteristics Consumer Preference Scale and the Big Five Personality Inventory Simplified. Bivariate correlation analysis and stepwise multiple regression analysis were used to investigate the relationship between the Big Five personality traits (neuroticism, extraversion, openness, agreeableness, and conscientiousness) and wood furniture product characteristics consumer preferences. Correlation analysis indicated that neuroticism was correlated negatively with wood furniture product characteristic consumer preference scores. Extraversion, agreeableness, and conscientiousness were correlated positively with wood furniture product characteristic consumer preference scores. There was no correlation between openness and consumer preference. Regression analysis indicated that neuroticism, extraversion, agreeableness, and conscientiousness predicted wood furniture product trait consumer preferences. Overall, assessing personality traits can help provide insight into the psychological and behavioral characteristics of consumers when purchasing wood furniture products, allowing for a more comprehensive understanding of market demand and more effective marketing and product positioning strategies.