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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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Extroverts as Materialists: Correlating Personality Traits, Materialism, and Spending Behavior

Jackson et al. | Feb 19, 2017

Extroverts as Materialists: Correlating Personality Traits, Materialism, and Spending Behavior

The authors investigated the relationship between personality traits and adolescent materialism, as well as how materialism relates to spending habits. Results indicate that extroversion was positively correlated with materialism, and that adolescents' purchases were affected by the purchasing behaviors of their friends or peers. Moreover, materialistic youth were more likely than non-materialistic youth to spend money on themselves when given a hypothetical windfall of $500.

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The Effects of Birth Order on Indicators of Academic Success Among High School Students of Multiple Ethnicities

Geil et al. | Jan 30, 2012

The Effects of Birth Order on Indicators of Academic Success Among High School Students of Multiple Ethnicities

In many cultures and for many centuries, the implications of birth order have been examined. Birth order has been shown to affect personality, accomplishments, and even career choice. This study investigated the impact of birth order and ethnicity on two measures of academic success in high school: a student’s grade point average (GPA) and the number of Advanced Placement (AP) classes he or she took.

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