Abstract
Fujiwara & Nagasawa [1] performed an empirical analysis on the relationship between personality traits and purchase intentions for food and car luxurybrands2 by using the Big Five personality traits. The results revealed that consumers with high levels of Openness to Experience showed high purchase intentions for those brands. The objective of this study was to refine those results and to reveal the characteristics of psychological factors regarding the development of purchase intentions for consumers with high levels of Openness to Experience. As a result of empirical analysis using multiple regression analysis, this study demonstrated that satisfying the need for Differentiation from Others was particularly important in developing purchase intentions for those consumers with high levels of Openness to Experience for both food and car luxury brands.
Highlights
Fujiwara & Nagasawa [2] verified differences in the degree of effect of the four psychological factors (Differentiation from Others, Conformity to Group Norms, Avoiding Cognitive Dissonance, Quality Evaluation) that constitute Japanese people’s preference for luxury brands on the development of purchase intentions for luxury food and car brands (GODIVA, TORAYA, DOM PERIGNON, FERRARI, ROLLS-ROYCE and PORSCHE)
Hypothesis will be constructed under the assumption that if a standard partial regression coefficient shows a significant positive correlation, it will mean that each psychological factor has a direct positive effect on purchase intention for the subject brands
Supports hypothesis Partially supports hypothesis Partially supports hypothesis Supports hypothesis compared with the results in Table 1 for all brands and that the figures were significantly higher than those for βCG, βCD, and βQE. These results suggest that, people in the high quartile of Openness to Experience, who have a devotion to art as well as a strong need for self-expression, use artistic luxury brands as a means of self-expression and that Differentiation from Others is a factor in the development of high purchase intentions for both food and car luxury brands
Summary
Fujiwara & Nagasawa [2] verified differences in the degree of effect of the four psychological factors (Differentiation from Others, Conformity to Group Norms, Avoiding Cognitive Dissonance, Quality Evaluation) that constitute Japanese people’s preference for luxury brands on the development of purchase intentions for luxury food and car brands (GODIVA, TORAYA, DOM PERIGNON, FERRARI, ROLLS-ROYCE and PORSCHE). As a related study, Fujiwara & Nagasawa [1] performed an empirical analysis on the effect of the five dimensions of personality traits (Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness to Experience) on the development of purchase intentions for the luxury brands mentioned above by using the Big Five personality traits, which had received much attention in recent years when discussing personality trait theory. The features of Openness to Experience were as follows: “They are intelligent, thoughtful, and polite They have a great deal of curiosity and are very knowledgeable. They accept things calmly in a matter of fact way, and think about things analytically They enjoy fantasizing things, and are able to comprehend art or complex and abstract ideas. Because they are able to look into the future, they are able to handle everything calmly [3]”
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