Measurement of the impact of the personality types against consumer sentiment towards marketing

Abstract

The goal of this study is to measure if there is a relation between personality types, which are determined according to the Big Five scale, and consumer sentiment toward marketing and the severity and direction of this relation. After the literature review it was seen that there is not any studies about the measurement of the impact of the personality types against consumer sentiment toward marketing. Therefore the research is important in terms of contributing to the literature. The research implemented with survey method to the applicants who were selected by using quota sampling and convenience sampling. Number of the valid surveys are 417. According to the results of the analysis it was seen that the personality types, which are coherent to the perception of the promotion activities, extraversive and open to experience, are all related positively. The compatible personality type has a positive impact on the perception of place and product activities. The conscientuous personality type has also a positive impact on the perception of pricing activities. However, neurotic personality type does not have any impact on the consumer sentiment towards marketing.