Personality effects on experiential consumption

This study examines the relationship between personality and experiential consumption. A research model was constructed through the use of the personality traits as exogenous and the experiential-activity preferences as endogenous variables. The necessary data were collected from 1000 individuals in 2011 in Norway using questionnaires. The research model was subsequently tested utilising partial least squares path modelling. The results indicated that each of the five personality traits exerts significant influence on one or several of the experiential-activity preferences even having controlled for socio-demographic data. Openness is however the personality trait that appears to be associated with most of the experiential-activity preferences. Overall the study results suggest that personality is a highly relevant psychological construct for the study of experiential consumption as well.

► Personality is a highly relevant explanatory concept for the examination of experiential consumption.
► Personality measures, in the form of ‘Big Five’ model, provide social researchers with highly reliable and valid instruments.
► Each of the five personality traits exerts influence on one or several of the experiential-activity preferences.
► Personality trait of openness is specifically useful for understanding the experiential consumer behaviour.