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The Big Five Dyad Congruence and Compulsive Buying: A Case of Service Encounters

Author

Listed:
  • F. Ali
  • Muhammad Zubair Tauni

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie)

  • A. Ali

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. © 2022 Elsevier Ltd

Suggested Citation

  • F. Ali & Muhammad Zubair Tauni & A. Ali, 2022. "The Big Five Dyad Congruence and Compulsive Buying: A Case of Service Encounters," Post-Print hal-04452838, HAL.
    • Handle: RePEc:hal:journl:hal-04452838
    DOI: 10.1016/j.jretconser.2022.103007
    as

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