Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/238518

Title

Discovering consumer personality clusters in prestige sensitivity and fashion consciousness context

Author(s)

Casidy, Riza

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.

Publication type

Journal article

Research centre

Swinburne University of Technology. Faculty of Higher Education, Lilydale

Source

Journal of International Consumer Marketing, Vol. 24, no. 4 (Nov 2012), pp. 291-299

Publication year

2012

FOR Code(s)

1505 Marketing

Keyword(s)

Big Five scale items;  Consumer personality;  Consumer personality clusters;  Fashion consciousness;  Prestige sensitivity

Publisher

Routledge

ISSN

0896-1530

Publisher URL

http://dx.doi.org/10.1080/08961530.2012.728506

Copyright

Copyright © Taylor & Francis Group, LLC. The accepted manuscript will be available for download 18 months after publication (May 2014) in accordance with the copyright policy of the publisher.

Peer reviewed