Brand Avoidance and the Big Five personality traits
Author
Remetei, Dominik
Term
4. term
Publication year
2018
Pages
91
Abstract
Denne afhandling undersøger, hvorfor nogle mennesker bevidst undgår bestemte brands (brandundgåelse) ud fra et psykologisk perspektiv. Undersøgelsen bruger Big Five-personlighedsmodellen (åbenhed, samvittighedsfuldhed, ekstroversion, venlighed og neuroticisme) sammen med udsagn om motiver for brandundgåelse som kvantitative mål. To hovedtyper af motiver indgår: moralsk begrundet undgåelse (etiske/ værdimæssige grunde) og erfaringsbaseret undgåelse (dårlige tidligere oplevelser). I den samlede stikprøve blev der fundet statistisk signifikante, men svage sammenhænge: åbenhed hang positivt sammen med moralsk begrundet undgåelse; samvittighedsfuldhed hang negativt sammen med moralsk begrundet undgåelse; og samvittighedsfuldhed hang positivt sammen med erfaringsbaseret undgåelse. Hver af disse sammenhænge forklarede højst 6 % af variationen. I undergruppen af 15–21‑årige viste analyserne en negativ sammenhæng mellem ekstroversion og moralsk begrundet undgåelse med 38,7 % fælles variation. Det peger på, at yngre respondenter kan være særligt relevante for videre forskning i forholdet mellem brandundgåelse og personlighed.
This thesis examines why people deliberately avoid certain brands (brand avoidance) from a psychological perspective. It uses the Big Five personality model (openness, conscientiousness, extraversion, agreeableness, neuroticism) together with statements about motivations for brand avoidance as quantitative measures. Two main types of motives are considered: morality-based avoidance (ethical or value-driven reasons) and experience-based avoidance (negative past experiences). In the full sample, the study found statistically significant but weak links: openness was positively related to morality-based avoidance; conscientiousness was negatively related to morality-based avoidance; and conscientiousness was positively related to experience-based avoidance. Each of these relationships explained no more than 6% of the variation. In the subgroup of respondents aged 15–21, the analysis showed a negative relationship between extraversion and morality-based avoidance, with 38.7% shared variance. This suggests that younger respondents may be a particularly interesting group for further research on how personality relates to brand avoidance.
[This abstract was generated with the help of AI]
Keywords
Documents