The Impact of Agreeableness on Consumer Purchasing Motivations

Detalhes bibliográficos
Autor(a) principal: Baptista, Diogo João Dias
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/149747
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
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spelling The Impact of Agreeableness on Consumer Purchasing MotivationsMarketingConsumer BehaviourConsumer MotivationsPersonality TraitsAgreeablenessDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business IntelligenceConsumer behaviour has been one of the areas most affected by technology in recent years. Many businesses and organizations collect data from all type of sources and feed it to algorithms and predictive models to mine for information on customers and service users. Despite the large amount of data collected, there is a universal lack of interest in collecting data about personality, often due to the process being less practical and personality being subjective. However, some studies have shown that personality traits have potential to be a significant factor when determining how a consumer behaves and can contribute to understanding how people make their purchasing decisions. In this study, the objective was to evaluate what personality data collection could provide towards improving target marketing and how the character of a person can help us supply tailor-made services to clients based on their motivations. The study was conducted on a sample of social media users and the results indicate that high agreeableness usually leads to a preference for products that are either produced by a reputable company or the product is popular itself and social trends and external opinions are likely to influence the decision more significantly than personal tendencies. On the other hand, low agreeableness shows an inclination towards more informational and rational descriptions where self-centred behaviour is the main motivator for purchasing decisions. These results suggest that agreeableness can not only be used to model advertisements and product descriptions in order to appeal to a specific target audience with certain traits but also be employed as a predictor variable in the development of predictive models and algorithms.Orghian, DianaRUNBaptista, Diogo João Dias2023-02-27T18:50:26Z2023-01-252023-01-25T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/149747TID:203237978enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:31:36Zoai:run.unl.pt:10362/149747Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:53:50.611164Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The Impact of Agreeableness on Consumer Purchasing Motivations
title The Impact of Agreeableness on Consumer Purchasing Motivations
spellingShingle The Impact of Agreeableness on Consumer Purchasing Motivations
Baptista, Diogo João Dias
Marketing
Consumer Behaviour
Consumer Motivations
Personality Traits
Agreeableness
title_short The Impact of Agreeableness on Consumer Purchasing Motivations
title_full The Impact of Agreeableness on Consumer Purchasing Motivations
title_fullStr The Impact of Agreeableness on Consumer Purchasing Motivations
title_full_unstemmed The Impact of Agreeableness on Consumer Purchasing Motivations
title_sort The Impact of Agreeableness on Consumer Purchasing Motivations
author Baptista, Diogo João Dias
author_facet Baptista, Diogo João Dias
author_role author
dc.contributor.none.fl_str_mv Orghian, Diana
RUN
dc.contributor.author.fl_str_mv Baptista, Diogo João Dias
dc.subject.por.fl_str_mv Marketing
Consumer Behaviour
Consumer Motivations
Personality Traits
Agreeableness
topic Marketing
Consumer Behaviour
Consumer Motivations
Personality Traits
Agreeableness
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
publishDate 2023
dc.date.none.fl_str_mv 2023-02-27T18:50:26Z
2023-01-25
2023-01-25T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/149747
TID:203237978
url http://hdl.handle.net/10362/149747
identifier_str_mv TID:203237978
dc.language.iso.fl_str_mv eng
language eng
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eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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repository.mail.fl_str_mv
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