Osobowość a wartości hedonistyczne i utylitarne w sytuacji zakupu
Anna Maria Zawadzka
Rocznik: 2001 Tom: 7 Numer: 2
The aim of this paper is to present the relationship between consumer preference of hedonic and utilitarian values in shopping situations and their personality determinants. 268 subjects, aged 20 – 50, were surveyed. They were asked to fill in hedonic, utilitarian values scales (prepared especially for this research), personality questionnaire (NEO – FII) and pragmatic behaviour scale (Wojciszke) – four methods to verify the hypothesis. First, statistical methods were applied to validate two value scales. Then, on the basis of the outcomes in hedonic and utilitarian scales respectively, three consumer groups were selected. The results showed that consumers focused on hedonic and utilitarian values differed significantly in two personality features: extroversion and conscientiousness. Consumers focused on hedonic values were more extroverted and less conscientious than those who were not. Consumers focused on utilitarian values were less extroverted and more conscientious and pragmatic than those who were not. Additionally, it appeared that women were more focused on hedonic values and men on utilitarian ones. The conclusion from the presented results is that there is a strong link between the selected personality determinants and described values in shopping situations.