Shopping Motives and the Five Factor Model: An Integration and Preliminary Study

Abstract

In consumer psychology, a primary and recurring goal of retail patronage and research on segmentation has been the identification of enduring differences in shopping patterns and predispositions. Generally, researchers have profited from the development of narrow and focused individual differences including differences across shopping motives. At the same time, in the personality literature, the Five Factor Model has emerged as an important taxonomy of global personality traits This paper relates shopping motives to the Five Factor Model and thereby enriches our understanding of individual differences at both the global and domain-specific levels and advances the integration of models of consumers' behavior with emerging scholarship and theory on personality.

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