Consumer Personal Characteristics Research Articles

Personalized Marketing: Segmentation of Consumer Groups Based on MBTI -- Taking Starbucks as an Example

This paper studies the internal logic of the major brands represented by Starbucks adopting this marketing method, and explores how the brands transform the hot topics on the Internet into hot consumption spots and attract consumers through personalized marketing strategies. At the same time, this paper will also focus on the possible problems in the process of personalized marketing, and put forward relevant suggestions. In fact, due to the rapid development of modern information technology and increasingly fierce market competition, enterprises should implement precision marketing, select clear market segments as target markets on the basis of market segmentation, gain in-depth insight into consumer psychology, and tap consumer demand. With the help of MBTI personality test, enterprises can accurately and quickly locate consumer groups, identify the market, and maximize corporate benefits. At the same time, as the social consumption decision-making currency in the new network era, it is closely related to the individual needs of consumers. When enterprises grasp the personality characteristics of consumers and formulate marketing strategies, consumers' loyalty to the brand is greatly enhanced, and the marketing efficiency of enterprises is also greatly improved. Therefore, the segmentation of consumer groups based on MBTI has far-reaching research significance, and this marketing strategy will play an important role in the future corporate marketing.

노스탤지어 마케팅이 소비자 태도에 미치는 영향

This study systematically examined the patterns in which Nostalgia marketing, consumer personal characteristics, and product characteristics are connected to consumer attitudes, purchase intention and loyalty. As a result of verifying the research model, in Models 1 and 2, nostalgia marketing and conspicuous self-expression had a positive(+) effect on purchase intention and loyalty, and in Model 3, conspicuous self-expression and design preference had a positive(+) effect on purchase intention and loyalty. However, Nostalgia marketing had no effect, and self-achievement and food preference had no effect on purchase intention and loyalty in Models 2 and 3. The results of this study verify that nostalgia marketing, conspicuous self-expression, and design preference are key variables on consumers' purchase intention and loyalty. In addition, this study can give meaning to revealing the hierarchical influence relationship by setting the variables affecting nostalgia marketing as one research model, and provides practical implications for nostalgia marketing strategy.

Istraživanje odnosa između karakteristika ličnosti potrošača, ličnosti brenda i lojalnosti potrošača

Modern marketing practice has shown that consumers are loyal to brands that are in line with their image and personal characteristics. Buying brands that reflect the personality and image of consumers allows consumers to articulate themselves and achieve the ideal of themselves. In that sense, if the brand image is more consistent with the image of the consumer's personality, they are more loyal to the brand because it meets the criteria of consumers in terms of what they think and feel about themselves. Therefore, brands in modern conditions become "personalities" whose characteristics should coincide with the personality characteristics of consumers who buy and own them, and especially with their personal image. Starting from the existing theoretical views, the aim of the author is to explore the relationships between brand personality, consumer personality and consumer loyalty to the brand. Empirical research will be realized on the example of brands of mobile phones and cars that are established on the market of the Republic of Serbia. The intention is to look at the relationship between personality characteristics and individual dimensions of the brand personality on the basis of the obtained empirical data, on the basis of which the direct and indirect connection of these variables with consumer loyalty will be identified. Based on the identified relations between the examined variables, it will be possible to compare with the results of existing research and formulate recommendations necessary for modern brand management. The results of theoretical and empirical research will be the basis for further research that will be based on the inclusion of additional variables that will allow a more relevant analysis of the relationships between the studied variables.

What Predicts Job Quality of Vocational Rehabilitation Consumers Who Are Blind or Have Low Vision?

The U.S. Workforce Innovation and Opportunity Act emphasizes promoting high-quality, competitive employment for people served by vocational rehabilitation (VR), but few studies have assessed VR consumers’ job quality. The purpose of this study was to investigate job quality and factors that predict the job quality for VR consumers with blindness or low vision (B/LV), taking into consideration their employment status at application. We utilized RSA-911 data of VR consumers with B/LV who were closed in competitive employment during 2015, creating two separate hierarchical linear models to predict job quality for VR consumers (a) who were employed at application and (b) who were not employed at application. We investigated individual-level (consumer personal characteristics and VR services) and state/agency-level predictors. Job quality and some predictors of job quality differed by employment status at application, although the strongest predictors (education level at application, gender, benefit receipt at application, receipt of a bachelor’s or higher degree) were consistent across the models. While several additional individual-level variables were significantly associated with job quality, their effect sizes were very small. With the exception of advancing education to a bachelor’s degree or higher while receiving services, consumer characteristics at application were the primary determinants of their job quality.

Effects of consumer personal characteristics and psychological factors on nostalgia marketing

This study sought to establish the effects of nostalgia and marketing as outcome variables using consumer personal and psychological factors. First, loneliness had a significant positive effect on consumer self-esteem and social connectedness but did not directly affect the outcomes of nostalgia marketing. Second, the nostalgia function was affected significantly by personal innovativeness and loneliness but not by high price sensitivity. Highly price-sensitive consumers should be targeted with a nostalgia marketing strategy applying a high-quality personal value standard. Third, self-affirmation, which is a nostalgia function, had a significant effect on nostalgia marketing but did not support social connectedness. Nostalgia stimulation was effective in social connectedness, but consumers were not significantly influenced by nostalgia marketing. This study shed light on the importance of the concept of nostalgia in marketing. This is done by incorporating themes or products from the past to create a unique emotional feeling in customers.

Do fast fashion consumers prefer foreign brands? The moderating roles of sensory perception and consumer personality on purchase intentions

The fast fashion phenomenon has revolutionized the apparel industry over the past decade. However, research focused on the implications of brand country-of-origin (brand-COO) and sensory perception for consumer behavior remains scarce. This study draws on construal-level theory and active traits theory to develop and test a framework to identify the boundary conditions of the relationships among brand-COO, sensory perception, and consumer personality characteristics on purchase intentions regarding fast fashion apparel. A 2 (sensory perception: single versus multi-sensory) × 2 (brand-COO: local brand versus foreign brand) between-subjects design was employed using 176 participants. The results demonstrate there are different and separate effects of perceived quality on purchase intentions when exposed to single-sensory versus multi-sensory stimuli, and the haptic perception is an important quality signal for fast fashion apparel, which increases consumers’ purchase intentions for local brands compared to foreign brands. Moreover, the results profile consumer segments based on personality traits for fast fashion retailers. Important managerial implications for fast fashion retailers are also discussed.

Influence of the involvement in food waste reduction on attitudes towards sustainable products containing seafood by-products

This study sought to uncover how consumers’ first associations and attitudes are influenced by involvement in food waste reduction and if this can be explained by consumer personality characteristics. This study investigated consumer attitudes towards products in three categories: (i) processed food, (ii) nutrition supplements and (iii) cosmetics. Products were presented to consumers in the UK as containing by-product ingredients (control) vs possessing either a health or an environmental benefit (experimental conditions). The findings indicate that consumers in general responded positively to the product when told that it contributes to food waste reduction or improved public health via use of the entire raw material, such as whole shrimp, crab or mussel, except in the case of cosmetics. Consumers with a high involvement in food waste reduction tended to be more sceptical in the control group than those who were given product definitions that included benefits. By applying hybrid methods, this study showed that consumers could respond positively towards products containing seafood by-products accompanied by information about environmental or health benefits. There is great potential for consumer education about empowered choices of food and nutrition supplements that are environmentally friendly at the ingredient level.

Effects of consumer personal characteristics and psychological factors on nostalgia marketing

This study sought to establish the effects of nostalgia and marketing as outcome variables using consumer personal and psychological factors. First, loneliness had a significant positive effect on consumer self-esteem and social connectedness but did not directly affect the outcomes of nostalgia marketing. Second, the nostalgia function was affected significantly by personal innovativeness and loneliness but not by high price sensitivity. Highly price-sensitive consumers should be targeted with a nostalgia marketing strategy applying a high-quality personal value standard. Third, self-affirmation, which is a nostalgia function, had a significant effect on nostalgia marketing but did not support social connectedness. Nostalgia stimulation was effective in social connectedness, but consumers were not significantly influenced by nostalgia marketing. This study shed light on the importance of the concept of nostalgia in marketing. This is done by incorporating themes or products from the past to create a unique emotional feeling in customers.

Beyond the Lexical Sense of Online Reviews: The Role of Emoticons and Consumer Experience

AbstractThe present study focuses on the effect of emoticon use in online consumer reviews (OCRs) on consumers’ booking intention and the moderating effect of consumer personal characteristics. Consumers’ prior experience and their reliance on OCRs are embedded in the research model. A 2 × 2 (review valence * emoticon use) experimental study is designed, and an econometric model is used. Results show that the interaction between review valence and emoticons affect booking intention. Consumers with no prior experience are mainly affected by the cognitive aspects of their experience (i.e. review credibility and attitude toward the review) while experienced consumers are affected by the experiential aspects of booking process (i.e. entertainment, satisfaction and social influence). Consumers that rely on OCRs are affected by emoticons while consumers without review reliance are affected by emoticons only in the case of positive reviews. The personalization of websites and the provision of a focused list of emoticons can be adopted by managers to enhance OCRs effectiveness and the online shopping experience as a whole.

Consumers’ Personality Characteristics, Judgment of Salesperson Ethical Treatment, and Nature of Purchase Involvement

Successful marketing efforts and professional sales encounters often depend on consumer involvement in the purchase decision process itself, which in turn may impact firm performance. Despite the importance of consumer involvement, research has yet to fully explain the relationship between consumer personality characteristics and the nature of consumer purchase involvement. This study explores the degree to which consumer perception of salesperson ethical treatment helps explain the relationship between consumer personality characteristics and nature of involvement. Data were collected from a large sample of working adults placed in two scenario-based positive professional sales encounters featuring an important purchase decision. The results indicated that adult consumers’ personality characteristics functioned through judgment of salesperson ethical treatment to affect the nature of purchase involvement. Specifically, consumer judgment of salesperson ethical treatment fully mediated a positive relationship between internal locus of control and cognitive (as opposed to affective) involvement. By comparison, consumer judgment of a salesperson ethical treatment partially mediated the positive relationship between emotional awareness and cognitive (as opposed to affective) involvement. The above findings were similar for informational and relational salesperson customer-orientated scenarios. Key implications for selling professionals and sales organizations are discussed, such as augmenting consumers’ self-assessments to increase their perceptions of salesperson ethics and purchase involvement. The limitations and recommendations for future research are also presented.

ANALISIS PERILAKU KOMPLAIN KONSUMEN ONLINE SHOPPING

Online business has a strong role to meet consumer need but this business still has limitation so cause increasing of complaint behavior. This study aims to analyze the influence of the quality of online product and service on consumer complaint behavior and its relation with consumer’s personality. The study used cross sectional desaign with online survey. Respondents were 161 college student of 17-22 years old and chosen by purposive sampling based on the criteria of having experienced dissatisfaction in online shopping in the past year. Data were analyzed descriptively and SEM (Structural Equation Modelling) with Smart-PLS software. The result show that consumer dissatisfaction is caused by product defect, delivery time, and product deliver failed. Fashion and cosmetic categories have the highest level of dissatisfaction. Online shopping consumers have various ways to respond to dissatisfaction including passive (34.0%), (voicer 40.0%), iratest (25.0%), and activists (1.0%). Consumer complaint behavior is positively and significantly influenced by perceived quality (product and service) and personality. It means that the higher level of defect in product and service perceived by customers, the higher level of complains that consumers will make. Furthermore, consumer personality characteristics of extraversion and openness to experience are more likely to complaint if there is an error in product or service.

Employment Outcomes and Job Quality of Vocational Rehabilitation Consumers With Deaf-Blindness

The purpose of this study was to investigate employment outcomes for vocational rehabilitation (VR) consumers with deaf-blindness, a population that has received no attention in the literature. The sample was obtained from Rehabilitation Services Administration Case Service Report (RSA-911) data and included 1,382 consumers with deaf-blindness identified as their primary or secondary disability whose cases were closed during fiscal years 2013, 2014, and 2015. Independent variables consisted of consumer personal characteristics and VR service-related variables. Two measures of employment outcomes were used: obtainment of competitive employment and a composite measure of job quality. Overall, the results indicate that several VR service-related factors are associated with whether deaf-blind consumers obtain competitive employment, but consumers’ personal characteristics are much more important in determining job quality. Implications for improving employment outcomes for consumers who are deaf-blind include providing job-related services, supporting educational advancement, and providing counseling and guidance. Results also support the importance of accounting for employment status at application in RSA-911 analyses and the efficacy of service provision by separate agencies for the blind.

Effect of nutritional information and health claims related to cashew nut and soya milk beverages on consumers’ acceptance and perception

PurposeThe number of researches that evaluate how behavioural and personality issues affect consumers’ acceptance and perception of food is increasing. Thus, this study aimed to evaluate the effect of nutritional information and health claims related to soya and cashew nut beverages over consumers’ acceptance and perception regarding nutritional value and healthiness and to verify whether behavioural and personality issues affect such evaluation.Design/methodology/approachThe samples were evaluated in two phases, with (blind phase) and without information (informed phase) about their composition, nutritional characteristics and functional claims related to some of their ingredients. The sensory evaluation data were analysed by means of the analysis of variance for repeated measures, applying 2 (information) × 2 (beverage) and generalised linear model to evaluate the effect of information over the acceptance averages, as well as over the perception of healthy food and nutritional value.FindingsInformation on composition, nutritional characteristics and functional claims related to the cashew nut and soya beverages did not influence flavour acceptance (p-value = 0.250) and overall impression (p-value = 0.316), but had a positive impact on consumers’ perception regarding healthiness (p-value < 0.001) and nutritious value (p-value < 0.001) of both beverages, the cashew nut beverage being perceived as more nutritious and healthier than the soya beverage. Consumers’ different characteristics with respect to their interest in healthy eating (high and low) and food neophobia (neophiliacs and neophobics) did not have any influence on the beverages’ acceptance, as well as on the perception of healthy food and nutritious value.Originality/valueThis work compares consumers’ acceptance and perception regarding nutritional value and healthiness with relation a totally unique product in the Brazilian market, and in the world, a new functional beverage made from cashew nuts, with a soya-milk beverage. Until this moment, there are no studies comparing consumer acceptance and perception of products based on hydrosoluble extract-base added with fruit juice which evaluate the influence of behavioural and personality characteristics of consumers in their perception and acceptance towards these products.

The effectiveness of number of deals purchased in influencing consumers' response to daily deal promotions: A cue utilization approach

This research proposes and empirically tests a theoretical model of consumers' response to online daily deal promotions. A unique feature of such promotions is their social influence, as they provide information about how many others have already purchased the offer. Integrating cue utilization and social influence theories, the model outlines how the social cue about the number of deals purchased by others influences consumers' deal evaluations and purchase intentions across a variety of conditions. The research findings indicate that the number of deals as an extrinsic cue affects consumers' deal evaluations and intentions only when intrinsic product and deal cues (good vs. service, discount size) and consumer personal characteristics (familiarity with the provider) are not present or are insufficient to infer deal attractiveness. The research offers managerial implications with respect to effectively designing and promoting online daily deals.

Exploring Willingness to Pay for QR Code Labeled Extra-Virgin Olive Oil: An Application of the Theory of Planned Behavior

Quick Response Code (QR code) is the representative device of a particular branch of marketing called mobile marketing. The code is found throughout various productive sectors, including the agro-food sector. This work investigates whether consumers are willing to pay a premium price for extra information on a bottle of extra-virgin olive oil (EVOO) by means of the QR-code. Based on data collected from 1006 interviews conducted in Italy, we implemented the Theory of Planned Behavior (TPB) model to ascertain the factors that could influence consumer’s willingness to pay (WTP) for extra QR code information. Empirical results show the influence of attitudes, subjective norms and consumer personal characteristics such as mavenism and motivation for shopping (utilitarian vs. hedonic motivation) in explaining willingness to pay for a bottle of QR code labeled olive oil.

A survey on relationship among consumer personal characteristics, brand personality and brand love

A survey on relationship among consumer personal characteristics, brand personality and brand love

Consumer choice of store brands across store formats: A panel data analysis under crisis periods

PurposeThis paper investigates the effect of marketing variables and consumer personal characteristics on store brand choice over national brands in times of crisis in France. It also seeks to clarify how store formats affect consumption strategies towards brands in turbulent times. Based on a large sample (panel of 4500 households, N=79,789), we used a binary logit model to assess consumer choice of store brands over national brands across two different store formats (hypermarket and supermarket). Results show that, overall, marketing variables and consumer characteristics affect significantly store brand choice over national brands. However, while crisis intensity clearly moderates the relationships between marketing policy variables and store brand choice, it does not affect so extensively the relationships between consumer characteristics and store brand choice over national brands. Furthermore, hypermarket and supermarket formats are not affected similarly by crisis. This research highlights the diversity of consumer strategies developed to cope with economic crises. Theoretical and managerial implications of these findings are discussed.

Drivers of Store Brand Choice Over National Brands in Times of Crisis: Effect of Marketing Variables and Socio-Demographics

This paper investigates the effect of marketing variables and consumer personal characteristics on store brand choice over national brands in times of crisis in the French context. We developed a binary choice model to assess consumer choice of store brands instead of national brand products. The analyses are based on a large panel data with stratified samples of about 4,500 households (N = 80,732). Results show that marketing variables and consumer characteristics affect significantly store brand choice. However, while crisis intensity moderates the relationships between marketing policy variables and store brand choice, it does not affect overall the way consumer characteristics influence store brand choice over national brand. Furthermore, the product categories investigated are not affected similarly, highlighting the diversity of consumer strategies developed to cope with economic crisis. These findings present theoretical implications for marketing research and managerial orientations for retailers and manufacturers.

The role of personality characteristics and service failure severity in consumer forgiveness and service outcomes

This study investigates how consumer personality characteristics of religiosity, spirituality, and emotional intelligence and the severity of service failure affect emotional and decisional forgiveness as a response to service failure. Further, the study explores the relationships between these two forms of forgiveness and service outcomes, including the intention to switch the service provider and spread negative word of mouth. Findings reveal that consumer religiosity has a strong and positive effect on both types of forgiveness. However, contrary to expectations, consumer spirituality has a negative relationship with decisional and no relationship with emotional forgiveness. While consumers' perceived severity of service failure is negatively related to both types of forgiveness, the findings also suggest that emotional intelligence exerts a significant moderating influence on the relationship between service failure severity and emotional forgiveness, whereas its moderating effect on decisional forgiveness does not appear to be significant. Results demonstrate the asymmetric effects of perceived severity of service failure and the two types of forgiveness on negative service outcomes. These findings contribute to the understanding on the role of consumers' implicit personality characteristics in interpretation of service failure incidents.

Cyberpsychology, Behavior, and Social Networking Completes Another Milestone

I am pleased to bring you the 2010 December issue of CyberPsychology, Behavior, and Social Networking. Not only does this issue mark the completion of another successful and informative year, it also marks one full year of publication under the Journal’s new title and expanded scope that lead to the official inclusion of the rapidly growing field of social networking. During this year, the Journal has undergone several changes. It is now ranked 5th out of 54 in the ‘‘Communication’’ category of the JCR Social Sciences Edition and its Impact Factor* has climbed from 1.295 to 1.591. In addition, there have been several changes to the Journal’s Editorial Board. Long time members Giuseppe Riva, Ph.D., and Stephane Bouchard, Ph.D., have become the Journal’s new European Editor and Associate Editor respectively, and for the first time, we have now included an Associate Editor from Asia. I am pleased to welcome Chia-Wen Tsai, Ph.D., from Ming Chuan University, Taiwan. Finally, we have enlarged our board to include several new members with expanded areas of expertise, reflecting the new scope of the Journal, and I bid them a warm welcome. This month’s articles follow five separate themes. The first of these is technology adoption and research. In their paper, researchers Sanford and Oh examine the role of user resistance to change in shaping users’ information technology adoption and usage behaviors. They postulate that resistance not only has a direct negative effect on IT usage, but also biases users when it comes to perceived usefulness and intention to use in a negative manner. This study enhances previous research in the area by demonstrating the importance of previously ignored inhibiting factors, establishing user resistance as an important construct to consider in IT usage research. Later in the issue, Hoerger addresses the problem of participant dropout in Internet-mediated research. Though this type of research allows for the recruitment of large participant samples, it does bring up technical, ethical, and methodological issues for researchers. The results of this study hold ramifications for study design considerations for investigators conducting Internet-mediated studies. Next is texting and cell-phone use. In their article, Jin and Park examine how interpersonal motives (such as affection, loneliness, and inclusion) motivate people to text and make calls on their cell phones. In addition, they explore how faceto-face interaction influences cell-phone use. Along the same lines, Junco, Merson, and Salter study how gender, ethnicity, and income level affect cell-phone ownership and use and instant messaging among college students. Because campus officials are increasingly relying on these technologies to communicate with students, the researchers aim to determine how best to reach the student population. Following in the tradition of the Journal, several papers in this issue address Internet misuse. Seigfried-Spellar and Rogers attempt to identify and understand the personality characteristics of female consumers of Internet Child Pornography (ICP). Traits examined include neuroticism, hedonism, and race as they relate to ICP consumption. Later, Stieger and Burger highlight the role of self-esteem in Internet addiction. As previous research has often found that people suffering from certain clinical disorders possess low explicit self-esteem while at the same time displaying high implicit self-esteem (a phenomenon called damaged self-esteem), the authors investigate whether the same might be true for those suffering from Internet addiction. First in the Rapid Communications section is an article examining the relationships between the online lifestyles of South Korean students and their tendency toward Internet addiction and level of cyber ethics. Lee’s preliminary study reveals that Internet users impose different meanings and values on their Internet experiences and these contribute to their behaviors online. Other articles are centered around online role-playing games. In the first article of this issue, Yeh presents information on design collaboration between consumers and developers in online role-playing games. The study explores how consumers’ prior experience affects their participation in and evaluation of these collaborations. Findings indicate that for the process to be successful, the potential market-segment focus should be on knowledgeable consumers who accept such products readily. Later, Han et al. report changes in brain activity between baseline and after six weeks of Internet video-game play. The researchers hypothesized that subjects with high levels of self-reported craving for Internet videogame play would have increased activity in the prefrontal cortex. The relationship between brain changes observed in this study and those observed in brains in the early stages of addiction are discussed. Next, Jin and Lee explore the possible uses of interactive 3-D virtual environments (like Second Life) for effective e-health marketing and e-brand management. Their study examines the effects of the regulatory fit that consumers experience in interactive e-health marketing on their brand satisfaction and brand trust.