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Comparing Consumer Personality and Brand Personality: Do Fashion Styles Speak of Who You Are?

Stevenson et al. | Oct 02, 2019

Comparing Consumer Personality and Brand Personality: Do Fashion Styles Speak of Who You Are?

This study investigated how fashion brand personalities are similar to people’s personalities and whether people may prefer a particular clothing brand based on their own personal traits. All together, Stevenson and Scott found that the Big Five Personality Factors are generally not related to participants’ preferred brand personalities. Generally, brands should consider different factors besides the Big Five Personality Factors for identifying potential customers.

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The influence of implicit social pressure on prosocial behavior of adolescents

Carroll et al. | Dec 13, 2021

The influence of implicit social pressure on prosocial behavior of adolescents

In this study the authors sought to understand the influence of implicit social pressure on prosocial behavior (voluntary acts that benefit someone else) in adolescents age 12–19. They considered how participants divided money between themselves and four teammate they did a school project with. Despite being shown examples of how to divide money (social pressure), their results showed that both boys and girls were unaffected by prosocial, neutral, and antisocial pressures.

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