The Characteristics of Temperament and its Influence on Consumer Behavior
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12544 |
Resumo: | This article aims to verify the existence of significant differences between groups of people who share similar temperaments, in order to clarify that characterstics of temperament influence peoples consumer behavior. To reach this goal, a sample of 167 people took the Keirsey Temperament Sorter II questionnaire for identifying the characteristics of an individuals temperament, and a questionnaire containing 30 questions related to the constructs of rationality, materialism, compulsiveness, symbolism and emotion. Following this survey, the technique of factor analysis was applied to reduce the number of variables and to confirm the constructs. By means of the factors created from this analysis, four groups of individuals with similar temperaments were defined. The mean was calculated for each of these groups according to the constructs, and was used to analyze the differences between the groups in relation to characteristics of temperament and consumer behavior. It was found that groups with rational temperament characteristics are less emotional in their decisions and less compulsive in the buying process, while groups with more emotional temperament characteristics are more compulsive in the buying process. Thus, it can be concluded that temperament exerts a significant influence on the buying behavior of individuals. |
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The Characteristics of Temperament and its Influence on Consumer BehaviorCaracterísticas do Temperamento e suas Influências no Comportamento do ConsumidorPersonality; Temperament; Consumer Behavior.Personalidade, Temperamento, Comportamento do Consumidor.This article aims to verify the existence of significant differences between groups of people who share similar temperaments, in order to clarify that characterstics of temperament influence peoples consumer behavior. To reach this goal, a sample of 167 people took the Keirsey Temperament Sorter II questionnaire for identifying the characteristics of an individuals temperament, and a questionnaire containing 30 questions related to the constructs of rationality, materialism, compulsiveness, symbolism and emotion. Following this survey, the technique of factor analysis was applied to reduce the number of variables and to confirm the constructs. By means of the factors created from this analysis, four groups of individuals with similar temperaments were defined. The mean was calculated for each of these groups according to the constructs, and was used to analyze the differences between the groups in relation to characteristics of temperament and consumer behavior. It was found that groups with rational temperament characteristics are less emotional in their decisions and less compulsive in the buying process, while groups with more emotional temperament characteristics are more compulsive in the buying process. Thus, it can be concluded that temperament exerts a significant influence on the buying behavior of individuals.O presente artigo tem como objetivo verificar a existncia de diferenas entre agrupamentos de pessoas com temperamentos semelhantes em relao ao seu comportamento de consumo, que sejam significativas para elucidar que as caractersticas do temperamento influenciam o comportamento de consumo das pessoas. Para chegar a esse objetivo foram aplicados, a uma amostra 167 pessoas, o questionrio Keirsey Temperament Sorter II a fim de identificar as caracteristicas do temperamento dos indivduos e um questionrio contendo 30 perguntas relacionadas aos construtos racionalidade, materialismo, compulsividade, simbolismo e emoo. Aps esse levantamento foi aplicada a tcnica de anlise fatorial para reduo do nmero de variveis e confirmao dos construtos. Por meio dos fatores criados, a partir dessa anlise, foram definidos quatro agrupamentos de individuos com temperamentos semelhantes. A partir desses agrupamentos, foi calculada as mdias para cada grupo de acordo com os construtos e analisadas as diferenas entre eles em relao s caracteristicas do temperamento e o comportamento de consumo. Verificou-se que grupos com caracteristicas racionais de temperamento so menos emocionais em suas decises e menos compulsivos no processo de compra; o grupo com caractersticas mais emocionais no temperamento eram mais compulsivos no processo de compra. Dessa forma, pode-se concluir que o temperamento exerce influncia significativa no comportamento de compra dos individuos. DOI: 10.5585/remark.v10i2.2256Universidade Nove de Julho - Uninove2011-12-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1254410.5585/remark.v10i2.2256ReMark - Revista Brasileira de Marketing; v. 10, n. 2 (2011): maio - agosto; 30-532177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12544/6098Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessLuiz, Gilberto Venâncio2019-06-21T14:44:04Zoai:https://periodicos.uninove.br:article/12544Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:44:04REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
The Characteristics of Temperament and its Influence on Consumer Behavior Características do Temperamento e suas Influências no Comportamento do Consumidor |
title |
The Characteristics of Temperament and its Influence on Consumer Behavior |
spellingShingle |
The Characteristics of Temperament and its Influence on Consumer Behavior Luiz, Gilberto Venâncio Personality; Temperament; Consumer Behavior. Personalidade, Temperamento, Comportamento do Consumidor. |
title_short |
The Characteristics of Temperament and its Influence on Consumer Behavior |
title_full |
The Characteristics of Temperament and its Influence on Consumer Behavior |
title_fullStr |
The Characteristics of Temperament and its Influence on Consumer Behavior |
title_full_unstemmed |
The Characteristics of Temperament and its Influence on Consumer Behavior |
title_sort |
The Characteristics of Temperament and its Influence on Consumer Behavior |
author |
Luiz, Gilberto Venâncio |
author_facet |
Luiz, Gilberto Venâncio |
author_role |
author |
dc.contributor.author.fl_str_mv |
Luiz, Gilberto Venâncio |
dc.subject.por.fl_str_mv |
Personality; Temperament; Consumer Behavior. Personalidade, Temperamento, Comportamento do Consumidor. |
topic |
Personality; Temperament; Consumer Behavior. Personalidade, Temperamento, Comportamento do Consumidor. |
description |
This article aims to verify the existence of significant differences between groups of people who share similar temperaments, in order to clarify that characterstics of temperament influence peoples consumer behavior. To reach this goal, a sample of 167 people took the Keirsey Temperament Sorter II questionnaire for identifying the characteristics of an individuals temperament, and a questionnaire containing 30 questions related to the constructs of rationality, materialism, compulsiveness, symbolism and emotion. Following this survey, the technique of factor analysis was applied to reduce the number of variables and to confirm the constructs. By means of the factors created from this analysis, four groups of individuals with similar temperaments were defined. The mean was calculated for each of these groups according to the constructs, and was used to analyze the differences between the groups in relation to characteristics of temperament and consumer behavior. It was found that groups with rational temperament characteristics are less emotional in their decisions and less compulsive in the buying process, while groups with more emotional temperament characteristics are more compulsive in the buying process. Thus, it can be concluded that temperament exerts a significant influence on the buying behavior of individuals. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-12-06 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12544 10.5585/remark.v10i2.2256 |
url |
https://periodicos.uninove.br/remark/article/view/12544 |
identifier_str_mv |
10.5585/remark.v10i2.2256 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12544/6098 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 10, n. 2 (2011): maio - agosto; 30-53 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642618220544 |