Oportunidades de evolucionar la investigación del consumidor y la detección de insights desde la teoría de los rasgos de la personalidad

Andrés Gónzalez llamas

doi:10.31637/epsir-2025-713

Authors

Andrés Gónzalez llamas Rey Juan Carlos University

DOI:

https://doi.org/10.31637/epsir-2025-713

Keywords:

advertising, Big Five, consumer, Consumer Research, Evolution of Consumer Research, marketing, methodology, qualitative, quantitative

Abstract

Introduction: This article addresses the evolution of the consumer's role in marketing, the development of consumer research, and the contribution that can be achieved if the Big Five is integrated into consumer study. Methodology: A bibliographic and secondary source research has been applied across all study areas. Results: The Big Five has demonstrated its efficacy and value for Marketing in some studies, but the truth is that it has not managed to legitimise itself among the classic methodologies established in the 1980s nor generate enough research to give it visibility and value. Discussion: The Big Five generates a new code to interpret the consumer that, while effective, has not managed to show all its advantages. Conclusions: Analysing the consumer from the Big Five offers new opportunities to marketing, but more empirical studies are needed to make its advantages tangible.

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Author Biography

Andrés Gónzalez llamas, Rey Juan Carlos University

Bachelor's degree in Sociology from the Pontifical University of Salamanca, specializing in Social Psychology. He began working in market research and consulting in 1995 at GECA Consultores, and has since worked with various companies, including some of his own, up to the present day. He has collaborated with major television networks and channels in the Spanish market, as well as companies in banking, the automotive sector, advertising, media agencies, insurance, finance, food and beverages, lotteries, services, technology, and more. In 2018, he began teaching at Rey Juan Carlos University (URJC) as an associate professor and is currently pursuing an International PhD at URJC.

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