Discovering consumer personality clusters in prestige sensitivity and fashion consciousness context

Riza Casidy*

*Corresponding author for this work

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

This article aims to discover the differences among consumer personality clusters in regard to their extent of fashion consciousness and prestige sensitivity. Data were collected from 251 undergraduate students using self-administered questionnaires. Cluster analysis and MANOVA were employed to assess whether significant differences exist among four personality clusters. The study used the Big Five scale items to measure consumer personality and found that respondents who score low on the "openness to experience" dimension tend to be less prestige sensitive, and those who score high on "extraversion," "agreeableness," and "conscientiousness" tend to be highly fashion conscious.

Original languageEnglish
Pages (from-to)291-299
Number of pages9
JournalJournal of International Consumer Marketing
Volume24
Issue number4
DOIs
Publication statusPublished - 1 Jul 2012
Externally publishedYes

Keywords

  • consumer personality
  • consumer personality clusters
  • Fashion consciousness
  • prestige sensitivity
  • the Big Five scale items

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