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The Big Five, happiness, and shopping

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  • Goldsmith, Ronald

Abstract

This study assessed the relationships between the Big Five dimensions of personality and individual happiness with three indicators of shopping and spending for non-grocery items using a sample of 660 U.S. adults. The data from an online survey showed that all five of the Big Five traits correlated positively with self-reported happiness, even controlling for the effects of age and gender. Regression analysis showed, however, that the positive relationships between happiness and Agreeableness and Openness to Experience were no longer significant, indicating that they are real, but redundant to the other traits. The correlations also showed that happiness, Openness to Experience, and Extraversion correlated positively with the three shopping indicators. Finally, happiness appears to have a direct effect with shopping and mediates the influence of Emotional Stability, Agreeableness, and Extraversion on happiness.

Suggested Citation

  • Goldsmith, Ronald, 2016. "The Big Five, happiness, and shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 52-61.
    • Handle: RePEc:eee:joreco:v:31:y:2016:i:c:p:52-61
    DOI: 10.1016/j.jretconser.2016.03.007
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    4. Tarka, Piotr & Kukar-Kinney, Monika & Harnish, Richard J., 2022. "Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Hong Lei & Chiwei Chen & Limei Luo, 2024. "The examination of the relationship between learning motivation and learning effectiveness: a mediation model of learning engagement," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-11, December.
    6. Miha Dominko & Miroslav Verbič, 2022. "The effect of subjective well‐being on consumption behavior," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 876-898, June.
    7. Luomala, Harri T. & Hellén, Katarina & Jokitalo, Maijastiina, 2018. "Dieting, priming, food meanings and (un)healthy choices: When shoppers fall for pleasure," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 305-311.
    8. Ali, Fayaz & Tauni, Muhammad Zubair & Ali, Ayaz, 2022. "The Big Five dyad congruence and compulsive buying: A case of service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    9. Argyris, Young Anna & Muqaddam, Aziz & Miller, Steven, 2021. "The effects of the visual presentation of an Influencer's Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
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    12. Badri Bajaj & Ragini Gupta & Santoshi Sengupta, 2019. "Emotional Stability and Self-Esteem as Mediators Between Mindfulness and Happiness," Journal of Happiness Studies, Springer, vol. 20(7), pages 2211-2226, October.

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