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The Big Five dyad congruence and compulsive buying: A case of service encounters

Author

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  • Ali, Fayaz
  • Tauni, Muhammad Zubair
  • Ali, Ayaz

Abstract

This research examines how the Big Five personality congruence between buyers and sellers influences compulsive buying in a dyadic service encounter. We gathered 904 buyer-seller data and computed personality congruence using the difference score technique. The study findings manifested that buyer-seller congruence in agreeableness and openness increases compulsive buying behavior, whereas buyer-seller congruence in neuroticism decreases this behavior. Further analysis showed that pleasure enhancement dampens the negative impact of neurotic congruence on compulsive buying. In contrast, stimulation enhancement strengthens the positive influence of open-minded congruence on compulsive buying. Conclusively, compulsive buyers exhibit varying buying behaviors based on their personality congruence (incongruence) with their corresponding sellers'. Hence, marketing managers should create similar (dissimilar) buyer-seller pairs to boost firms' sales.

Suggested Citation

  • 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).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s096969892200100x
    DOI: 10.1016/j.jretconser.2022.103007
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