Potencial de los rasgos de personalidad del Big Five para interpretar al consumidor de televisión: Un estudio empírico

Andrés Gónzalez llamas

doi:10.31637/epsir-2024-512

Authors

Andrés Gónzalez llamas Rey Juan Carlos University https://orcid.org/0000-0001-5909-1566

DOI:

https://doi.org/10.31637/epsir-2024-512

Keywords:

Affinity;, behaviour;, Big Five, communication;, consumer;, marketing;, methodology, personality, research, television

Abstract

Introduction: The research delves into the evolution of marketing, consumer research, and the development of methodologies to rigorously understand consumer behaviors. Subsequently, it contextualizes the Big Five as a method for analyzing consumers. McCrae and Costa, advancing the theory, focused on the five traits that constitute personality structure (openness, neuroticism, extraversion, agreeableness, and conscientiousness), their significance, and interpretation. The applications of the Big Five are reviewed, considering their current relevance in marketing and communication. Methodology: In addition to the bibliographic research, a study has been carried out with a sample of 492 people to determine their affinity to television channels from the Big Five. Results: The results demonstrate that there is a generic affinity from extraversion when it correlates positively, but all traits signify with some of the channels analysed. Discussions: The research meets all its objectives and some of its hypotheses by having a large sample, as other precedents have achieved. Conclusions: It demonstrates, along with other authors, the practical value of the Big Five for marketing and establishes lines of application. The Big Five, with sufficient samples, explains consumer affinity.

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Author Biography

Andrés Gónzalez llamas, Rey Juan Carlos University

Degree in Sociology from the Pontifical University of Salamanca. He started working in market research and consultancy in 1995 in GECA Consultores, developing his activity in several companies until nowadays, some of them his own. He has worked for the main televisions and channels in the Spanish market, as well as for companies in banking, automotive, insurance and financial sector, food and beverages, lotteries, services, technology, etc... In 2018 he began teaching at the URJC as an associate professor and is currently pursuing the International Doctorate at the URJC.

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