Differences and similarities between impulse buying and variety seeking: a personality-based perspective

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.