The influence of personality types on the impulsive buying behavior of a consumer

摘要

The relation between the personality of consumers and their buying behavior has been a very much debated topic in the field of marketing researches. Several studies have shown that personality has a significant influence on the way consumer behave in their social and economic environment, in the way they approach and accept innovations and new developed products or even in their shopping behavior. This paper presents the influence of the Myers-Briggs personality dichotomies on the impulsive consumer behavior and the openness to buy newly launched products. Discriminant analysis was used to evaluate primary collected data and the core results show that extroverted, feeling-based decision-makers and perception oriented persons have more frequently an impulsive buying behavior at shopping sessions. Extroverts and intuition based consumers are more open to new products. The temptation to buy attractive unplanned products is higher for extroverts, feeling based decision makers and perceiving persons. Despite of this, none of the personality dichotomies influences the amount and care for spending in stores, this being influenced by other independent factors, mainly economic ones.