Self-Concept, Personality Types and How It Reflects Consumer Behaviour

Abstract

This research explored how personality traits and self-concept influence consumer behavior. The data was collected from two age groups (18–34 and 35–55+) and was analyzed using inferential statistics. The study indicated that neuroticism and self-concept significantly predict impulsive buying, while materialism is more strongly influenced by overall personality traits. Openness and agreeableness did not show any notable impact. Self-concept was found to differ significantly by age, whereas materialism and impulsive buying did not. These results suggested that individual identity and psychological characteristics play a crucial role in shaping consumption patterns. Understanding these connections may assist marketers and psychologists in developing strategies that align with deeper psychological motivators behind consumer decision-making.