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Original Study
| Published: March 31, 2024
Personality Traits and Their Impact on Consumer Decision-Making Styles among College Students
Student, Department of Psychology, CHRIST (Deemed to be University) Google Scholar More about the auther
Assistant Professor, Department of Psychology, CHRIST (Deemed to be University) Google Scholar More about the auther
DIP: 18.01.212.20241201
DOI: 10.25215/1201.212
ABSTRACT
Personality traits have been shown to influence consumer behaviour, though limited research exists on how specific traits relate to consumer decision-making styles (CDMS). This study aimed to examine the impact of introversion and extroversion on CDMS among college students. A sample of 210 college students from Bangalore completed the Eysenck Personality Questionnaire-Brief Version (Sato, 2005) and the Consumer Decision Inventory (CDI) (Tanksale et al., 2014). Independent samples t-tests showed introverts and extroverts significantly differed in confused by over choice. There is a weak to moderate positive correlation between the personality traits and recreational, novelty fashion, and confused by over choice. The other factors show very little to no correlation with introversion and extroversion. These findings provide limited evidence that personality differences exist in how college students approach and make consumer decisions. Further investigation using larger, more representative samples is warranted into potential trait influences on consumer behaviour. The lack of strong correlations suggests consumer style may be more heavily shaped by factors other than personality traits.
This is an Open Access Research distributed under the terms of the Creative Commons Attribution License (www.creativecommons.org/licenses/by/2.0), which permits unrestricted use, distribution, and reproduction in any Medium, provided the original work is properly cited.
© 2024, Aparna, R.R. & Bhanu, B.S.
Received: March 02, 2024; Revision Received: March 28, 2024; Accepted: March 31, 2024
Article Overview
ISSN 2348-5396
ISSN 2349-3429
18.01.212.20241201
10.25215/1201.212
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Published in Volume 12, Issue 1, January-March, 2024