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Discovering consumer personality clusters in prestige sensitivity and fashion consciousness context

journal contribution
posted on 2012-01-01, 00:00 authored by Riza Casidy
This article aims to discover the differences among consumer personality clusters in regard to their extent of fashion consciousness and prestige sensitivity. Data were collected from 251 undergraduate students using self-administered questionnaires. Cluster analysis and MANOVA were employed to assess whether significant differences exist among four personality clusters. The study used the Big Five scale items to measure consumer personality and found that respondents who score low on the “openness to experience” dimension tend to be less prestige sensitive, and those who score high on “extraversion,” “agreeableness,” and “conscientiousness” tend to be highly fashion conscious.

History

Journal

Journal of international consumer marketing

Volume

24

Issue

4

Pagination

291 - 299

Publisher

Taylor & Francis

Location

Abingdon, England

ISSN

1528-7068

eISSN

0896-1530

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2012, Taylor & Francis