Although personality is a key determinant of consumer purchasing decision making, the role of personality traits on impulse buying and variety seeking is not conclusive. This research uses a personality perspective to determine the unique associations between impulse buying tendency (IBT), variety seeking tendency (VST), and the Big Five personality traits within one integrated framework. Based on data from a nationally representative sample of 1,644 Norwegian adults, the results show that while IBT and VST might be correlated, they differ significantly with respect to two major personality aspects: Neuroticism and Openness to Experience. Specifically, the present study indicates that Neuroticism predicted IBT positively and VST negatively, while Openness was a strong predictor of VST and unrelated to IBT.
- Big Five personality
- impulse buying tendency
- variety seeking tendency
- structural equation modeling
Olsen, S. O., Tudoran, A. A., Honkanen, P., & Verplanken, B. (2016). Differences and similarities between impulse buying and variety seeking: a personality-based perspective. Psychology and Marketing, 33(1), 36-47. https://doi.org/10.1002/mar.20853