It's So Me: a Study of Product Personality - Consumer Personality Congruence
2012
- 25Usage
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Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Metrics Details
- Usage25
- Abstract Views23
- Downloads2
Thesis / Dissertation Description
This Independent Study asked the question: does consumer self-concept and personality relate to consumer product personality preference? This study addressed this question by exploring the concept of product-personality congruence, or the suggestion that the consumer compares himself or herself to the personality that he or she ascribes to a product (Govers and Schoormans, 2004, p. 191). Two surveys were used in this study: the NEO-PI-R Domains of the International Personality Item Pool to determine the respondent's personality and Aaker's 42-Point Brand Personality Scale to determine product personality. This study examined how respondents ranked eight different chairs in terms of product personality and sought to determine if the product personality of the respondent's favorite chair was congruent with his or her human personality. Overall, it was found that human personality is not a contributing factor to determining the product personality of a product. However, certain chairs were found to represent particular product personalities and naturalness and unity were found to be the most appealing design principles of the chairs used in this study. In addition, it was found that human personalities follow predictable trends in regards to the domains a person embodies most and the domains a person embodies least.
Bibliographic Details
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