The impact of personality on consumption

Category: research

Impact personality consumption
Pioneer study based on the theory of the Big Five.

At The Cocktail Analysis, we conducted the pioneer study in Spain: "The impact of personality in consumption". It was born out of the concern to validate a work hypothesis: personality traits have a predictive value on certain consumption patterns

In order to do so, we relied on the most often-used theoretical framework in this flied: the theory of the Big Five. According to this framework, there are five fundamental factors that define personality: openness to experience, extroversion, neuroticism, agreeableness and conscientiousness.

Brands that best understand this connection will be able to: segment their clients in an innovative way, significantly improve targeting, and tailor offers and experiences based on personality profiles.

You can access the report.