Psychological Factors That Influence Preference for Luxury Brands: Effect of “Openness to Experience1” on Psychological Factors for the Development of Purchase Intentions
Fujiwara & Nagasawa [1] performed an empirical analysis on the relationship between personality traits and purchase intentions for food and car luxurybrands2 by using the Big Five personality traits. The results revealed that consumers with high levels of Openness to Experience showed high purchase intentions for those brands. The objective of this study was to refine those results and to reveal the characteristics of psychological factors regarding the development of purchase intentions for consumers with high levels of Openness to Experience. As a result of empirical analysis using multiple regression analysis, this study demonstrated that satisfying the need for Differentiation from Others was particularly important in developing purchase intentions for those consumers with high levels of Openness to Experience for both food and car luxury brands.
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http://dx.doi.org/10.4236/ajibm.2015.511063
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http://dx.doi.org/10.4236/ajibm.2015.59059
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