Osobnosť a nákupné štýly u mladých dospelých

Varování

Publikace nespadá pod Pedagogickou fakultu, ale pod Filozofickou fakultu. Oficiální stránka publikace je na webu muni.cz.
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ŠULKOVÁ Petra BUREŠOVÁ Iva

Rok publikování 2013
Druh Konferenční abstrakty
Fakulta / Pracoviště MU

Filozofická fakulta

Citace
Popis The purpose of this study was the exploration of possible associations between specific personality traits and shopping styles in the context of fashion at the developmental stage of young adulthood (20-30). Quantitative research was realized on 253 respondents from Slovakia. Two methods were used: NEO-FFI, focused on personality traits and CSI, focused on identifying shopping styles. Six shopping styles in young Slovak adults were identified, namely Hedonistic fashion-conscious, Careful quality-conscious, Carelessly confused, Impulsively carefree, Habitual brand-loyal and Brand-conscious. The strongest correlations were found between Neuroticism and the Carelessly confused (positive), Agreeableness and the Careful quality-conscious (negative), Consciousness and the Careful quality-conscious (positive) and Extraversion and Hedonistic fashion-conscious. The results of this experimental study can serve as a valuable material for the field of marketing psychology focusing on the largest group of consumers of contemporary society – young adults, who support and promote their uniqueness often through fashion items.

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