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| Main Authors: | , |
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| Format: | Recurso digital |
| Language: | English |
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Zenodo
2021
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| Online Access: | https://doi.org/10.5281/zenodo.15067907 |
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| _version_ | 1866901678669692928 |
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| author | BIJU JOSEPH P MOHAN |
| author_facet | BIJU JOSEPH P MOHAN |
| contents | <p><strong>Abstract</strong></p> <p>Consumer personality plays a crucial role in shaping purchasing motivations, influencing decisions driven by personal, social, hedonic, and utilitarian factors. Using the Myers-Briggs Type Indicator (MBTI) as a framework, this study explores how different personality traits affect consumer behavior. Extraverts are more likely to seek social and hedonic gratification, while introverts and judgers lean toward personal and utilitarian decision-making. Understanding these patterns allows marketers to develop tailored strategies that resonate with diverse consumer segments. This review highlights the significance of personality-driven motivations in consumer research, offering insights for businesses aiming to enhance engagement and brand loyalty.</p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_15067907 |
| institution | Zenodo |
| language | eng |
| publishDate | 2021 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | DECODING CONSUMER MOTIVATIONS: UNRAVELLING THE PSYCHOLOGICAL DRIVERS OF PURCHASE BEHAVIOUR BIJU JOSEPH P MOHAN <p><strong>Abstract</strong></p> <p>Consumer personality plays a crucial role in shaping purchasing motivations, influencing decisions driven by personal, social, hedonic, and utilitarian factors. Using the Myers-Briggs Type Indicator (MBTI) as a framework, this study explores how different personality traits affect consumer behavior. Extraverts are more likely to seek social and hedonic gratification, while introverts and judgers lean toward personal and utilitarian decision-making. Understanding these patterns allows marketers to develop tailored strategies that resonate with diverse consumer segments. This review highlights the significance of personality-driven motivations in consumer research, offering insights for businesses aiming to enhance engagement and brand loyalty.</p> |
| title | DECODING CONSUMER MOTIVATIONS: UNRAVELLING THE PSYCHOLOGICAL DRIVERS OF PURCHASE BEHAVIOUR |
| url | https://doi.org/10.5281/zenodo.15067907 |