Potential of the Big Five Personality Traits for Interpreting Television Consumers: An Empirical Study.
DOI:
https://doi.org/10.31637/epsir-2024-512Keywords:
Affinity;, behaviour;, Big Five, communication;, consumer;, marketing;, methodology, personality, research, televisionAbstract
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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