Sua personalidade vai ao shopping? Relações entre personalidade e a compra por impulso

Sibele Dias de Aquino, Jean Carlos Natividade, Samuel Lincoln Bezerra Lins

Resumo


Este estudo teve o objetivo de testar o poder preditivo dos cinco grandes fatores de personalidade, da influência interpessoal e de variáveis sociodemográficas sobre a compra por impulso. Participaram do estudo 1.296 brasileiros, média de idade de 35,8 anos (DP = 12,8), escolaridade mínima de Ensino Médio incompleto. Os resultados mostraram relações da compra por impulso com variáveis sociodemográficas, hábitos de consumo e personalidade. O modelo de regressão explicou 23% da variância da compra por impulso, sendo os maiores poderes preditivos o da influência interpessoal normativa e o do fator de personalidade neuroticismo, ambos preditores positivos; seguidos do hábito de fazer lista de compra e do fator conscienciosidade, como negativos. Os resultados confirmam o poder preditivo de fatores de personalidade, hábitos de consumo e variáveis sociodemográficas sobre o comportamento de compra por impulso.


Palavras-chave


compra por impulso, influência interpessoal, traços de personalidade.

Texto completo:

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DOI: http://dx.doi.org/10.15448/1980-8623.2019.4.31905

e-ISSN: 1980-8623 | ISSN-L: 0103-5371


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