Test de la congruence entre la personnalité humaine et la personnalité de l'enseigne fréquentée : une application à trois secteurs d'activité

The goal of this research is to highlight if the consumers express their own personality when they usually visit a retailer. In order to answer this question, interviews were performed with a convenience sample of 524 consumers considering reference retailers from different sectors (grocery, clothing, sport articles). Our results show that the retail-human personality congruence depends of the sector, the retailer, and the specific personality size considered. Moreover, researchers should take into account the gender of respondents when they study the retail-human personality congruence at the sectoral level.