Abstract
Purpose-By investigating the impact of personality antecedents on marketing influenced surface traits (i.e., Materialism, Consumer Loneliness and Consumer Insecurity), the current research tries to take a step forward in understanding the real impact marketing activities have, on these surface traits. Design/Methodology/Approach: Following a descriptive research methodology, data for the current study were collected from 174 respondents using standardized scales and hypotheses were tested using CFA and SEM analysis (AMOS (v23)). Findings: Results confirm the existence of a significant relationship between surface traits and personality traits, substantiating the theory that certain personality traits are inherent to the risk of being associated with these surface traits, and therefore the real impact of marketing activities might be much lower. Originality/Value: With marketing activities being criticized because of its negative impact on the society (which has been proved in the literature immensely), the current paper tries to give the debate a new perspective by studying the other antecedents (personality) of these 'negative consequences', in order to better understand the real affect of marketing activities. Implications: Marketers can take into consideration the results of the current study and incorporate them while making advertising decisions so that marketing actions elicit a more positive reaction than negative ones.
Published Version
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