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Cited by 601Consumer Behavior and Marketing InfluenceConsumer Behavior and Market DynamicsPersonality Traits and Psychology

Personality and consumer behavior: A review

Kassarjian, Harold H.·1971·Journal of Marketing Research
DOI 10.1177/002224377100800401
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Abstract

Marketing researchers have repeatedly attempted to relate purchasing behavior, media choice, innovation, and other marketing phenomena to personality, with varying degrees of success. This article reviews this mass of literature and draws some conclusions on the present state of knowledge.

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Crossref · 10.1177/002224377100800401

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  • The relationship between broad or more general personality traits, such as the Big Five or universal human values, and specific behavior is weak.

    “The relationship between broad or more general personality traits, such as the Big Five (John & Srivastava, 1999;McCrae & Costa, 1997) or universal human values (Bilsky & Schwartz, 1994;Rokeach, 1973), and specific behavior is weak (e.g., Homer & Kahle, 1988;Kassarjian, 1971;Lunn, Nowson, Worsley, & Torres, 2014).”

    From Relationships between functional food consumption and individual traits and values: A segmentation approach (2021) · cites this paper as Kassarjian, 1971

  • Both personality traits and universal values are relatively stable and transcend specific actions and situations.

    “However, both personality traits and universal values are relatively stable and transcend specific actions and situations (Kassarjian, 1971;Schwartz & Bilsky, 1987), distinguishing these constructs from attitudes and intentions that usually refer to more specific actions, objects, or situations.”

    From Relationships between functional food consumption and individual traits and values: A segmentation approach (2021) · cites this paper as Kassarjian, 1971

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Authors
Kassarjian, H. H.
Affiliations
University of California, Los Angeles (US)
Corresponding author
Kassarjian, Harold H.
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
1971-11
Volume
8
Issue
4
Pages
409-418
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1177/002224377100800401
OpenAlex
W2326206704
Cited by
601
References
72
Citations by year
2026: 5 · 2025: 8 · 2024: 16 · 2023: 17 · 2022: 22 · 2021: 15 · 2020: 23 · 2019: 28 · 2018: 23 · 2017: 25 · 2016: 18 · 2015: 25 · 2014: 43 · 2013: 21 · 2012: 21
FWCI
32.29
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
Journal of Marketing Research (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
  • Social Sciences › Sociology and Political Science › Consumer Behavior and Market Dynamics
  • Social Sciences › Psychology › Clinical Psychology › Personality Traits and Psychology
Keywords
personality, consumer behavior, purchasing behavior, media selection, innovation adoption

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