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Personality

In: Cross-Cultural Consumer Behavior

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Abstract

The structure of the five personality dimensions (extraversion, neuroticism, agreeableness, openness to new experiences, and conscientiousness) have been found to be relatively stable across different cultures. This chapter discusses cross-cultural comparisons of a number of personality traits including openness to experience, dogmatism, ethnocentrism, fatalism and willingness to take risks. For example, collectivism and masculinity tend to be related to ethnocentrism due to collectivism’s emphasis of the in-group and masculinity’s tendency to approach exchange relationships as conflict. In addition, the concept of self-construal is reviewed, i.e. an independent versus interdependent self-construal. Self-congruity then suggests that consumption behavior is characterized by actions to maintain and verify one’s self-image.

Suggested Citation

  • ., 2023. "Personality," Chapters, in: Cross-Cultural Consumer Behavior, chapter 15, pages 247-258, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21561_15
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