Role of Personality Traits & Personal Values in Predicting Consumer Behavior & Choices

Abstract

This research looks at how personality traits and personal values can be used to guess how people will act and what they will buy. This study uses ideas from marketing, psychology, and sociology to look at how personality traits like neuroticism, agreeableness, openness to experience, and extraversion interact with consumers’ personal values to affect their choices, attitudes, and buying habits. The study also looks into the mental processes that affect buyer choices, such as self-congruity, identity expression, feeling and affect, decision errors, and goal pursuit. It also looks at how cultural and environmental factors affect consumer behavior, focusing on how cultural norms, societal values, social cues, and differences between cultures affect consumer choices and tastes. This study aims to help marketers better understand and connect with a wide range of customer groups by showing how personality traits, personal values, or environmental factors all interact in complicated ways.