How Stable is Your Customer? Individual and Ipsative Consistency of Consumers’ Big Five Personality Traits

IF 2.4 Q2 ECONOMICS

Contemporary Economics Pub Date : 2022-09-06 DOI:10.5709/ce.1897-9254.483

Stefan Poier

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Abstract

In purchase behavior research, the personal dispositions of consumers can play a decisive role. This becomes relevant especially in very narrow target groups when socio-demographic constraints are very similar. In the present study, three types of continuity and change in the Big Five personality traits are investigated. While the Big Five personality traits have been extensively studied at the population level over the last decades, there is very little research at the individual level. This study is intended to fill the gap by investigating individual change and ipsative stability using representative panel data. Across four assessments, separated by four years, of the German Socio-Economic Panel (SOEP) from 2005 to 2017, a total of 58,502 participants (ages 16–103, 53% female) completed a 16-item personality short test. An exploratory structural equation analysis revealed very good model fit over age in all four observations. Individual change of a trait is examined by Asendorpf's IS indicator while ipsative stability is measured by the double-entry intra-class correlation coefficient. The results showed that in both domains, stability showed an inverse u-shape with a peak between the ages of 40 and 50.

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你的客户有多稳定?消费者五大人格特质的个体与同格一致性

在购买行为研究中，消费者的个人性格可以起到决定性的作用。在社会人口限制条件非常相似的情况下，这在非常狭窄的目标群体中尤为重要。在本研究中，研究了大五人格特质的三种类型的连续性和变化。虽然在过去的几十年里，五大人格特征在人群层面上得到了广泛的研究，但在个人层面上的研究却很少。本研究旨在通过使用代表性面板数据调查个体变化和替代稳定性来填补这一空白。从2005年到2017年，德国社会经济小组(SOEP)进行了四次评估，间隔四年，共有58502名参与者(年龄在16-103岁之间，53%为女性)完成了一项16项性格短测试。探索性结构方程分析显示，在所有四个观测值中，模型随年龄的变化拟合得非常好。性状的个体变化用Asendorpf的is指标来衡量，相对稳定性用双条目类内相关系数来衡量。结果表明，在这两个领域中，稳定性都呈倒u型，在40 - 50岁之间达到峰值。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Contemporary Economics ECONOMICS-

CiteScore

3.70

自引率

9.50%

发文量

审稿时长

24 weeks

期刊介绍： The mission of the Contemporary Economics is to publish advanced theoretical and empirical research in economics, finance, accounting and management with the noticeable contribution and impact to the development of those disciplines and preferably with practice relevancies. All entirety of methods is desirable, including a falsification of conventional understanding, theory building through inductive or qualitative research, first empirical testing of a theory, meta-analysis with theoretical implications, constructive replication that clarifies the boundaries or range of a theory for theoretical research as well as qualitative, quantitative, field, laboratory, meta-analytic, and combination for an empirical research. This clear priority for comprehensive manuscripts containing a methodology-based theoretical and empirical research with implications and recommendations for policymaking does not exclude manuscripts entirely focused on theory or methodology. Manuscripts that raise significant, actual topics of international relevance will be highly appreciated. The interdisciplinary approach including – besides economic, financial, accounting or managerial –also other aspects, is welcomed.