Advertisement

To Buy or Not to Buy? Understanding the Role of Personality Traits in Predicting Consumer Behaviors

  • Zhe LiuEmail author
  • Yi Wang
  • Jalal Mahmud
  • Rama Akkiraju
  • Jerald Schoudt
  • Anbang Xu
  • Bryan Donovan
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10047)

Abstract

In this paper, we explore the role of derived personality traits from Twitter in determining consumer behaviors. We conduct comprehensive analysis on a large industry dataset containing 188,654 individual level purchasing records across over 100 product categories. For each category, we build classifiers to distinguish buyers from non-buyers based on their derived personality traits. We use the models with demographic features as baseline to evaluate the predictive power of personality traits. Our results prove the decisive power of derived personality on a variety of consumer behaviors.

Keywords

Personality Consumer behavior Social media Twitter 

References

  1. 1.
    Proctor, T., Stone, M.A.: Marketing Research. Macdonald and Evans Ltd., Phymouth (1984)Google Scholar
  2. 2.
    Furaiji, F., Małgorzata, Ł., Agata, W.: An empirical study of the factors influencing consumer behaviour in the electric appliances market. Contemp. Econ. 6(3), 76–86 (2012)CrossRefGoogle Scholar
  3. 3.
    Duesenberry, J.S.: Income, Saving, and the Theory of Consumer Behavior. Harvard University Press, Cambridge (1949)Google Scholar
  4. 4.
    Glanz, K., Basil, M., Maibach, E., Goldberg, J., Snyder, D.A.N.: Why americans eat what they do: taste, nutrition, cost, convenience, and weight control concerns as influences on food consumption. J. Am. Diet. Assoc. 98(10), 1118–1126 (1998)CrossRefGoogle Scholar
  5. 5.
    Barkhi, R., Wallace, L.: The impact of personality type on purchasing decisions in virtual stores. Inf. Technol. Manage. 8(4), 313–330 (2007)CrossRefGoogle Scholar
  6. 6.
    Chen, M.F.: Consumer attitudes and purchase intentions in relation to organic foods in taiwan: moderating effects of food-related personality traits. Food Qual. Prefer. 18(7), 1008–1021 (2007)CrossRefGoogle Scholar
  7. 7.
    Schlegelmilch, B.B., Bohlen, G.M., Diamantopoulos, A.: The link between green purchasing decisions and measures of environmental consciousness. Eur. J. Mark. 30(5), 35–55 (1996)CrossRefGoogle Scholar
  8. 8.
    Goldberg, L.R.: A broad-bandwidth, public domain, personality inventory measuring the lower-level facets of several five-factor models. Pers. Psychol. Europe 7(1), 7–28 (1999)Google Scholar
  9. 9.
    Golbeck, J., Robles, C., Turner, K.: Predicting personality with social media. In: CHI 2011 Extended Abstracts on Human Factors in Computing Systems, pp. 253–262. ACM, Vancouver (2011)Google Scholar
  10. 10.
    Quercia, D., Kosinski, M., Stillwell, D., Crowcroft, J.: Our twitter profiles, our selves: predicting personality with twitter. In: 3rd IEEE International Conference on Social Computing, pp. 180–185. IEEE, Karlsruhe (2011)Google Scholar
  11. 11.
    Schwartz, H.A., Eichstaedt, J.C., Kern, M.L., Dziurzynski, L., Ramones, S.M., Agrawal, M., Shah, A., Kosinski, M., Stillwell, D., Seligman, M.E., Ungar, L.H.: Personality, gender, and age in the language of social media: the open-vocabulary approach. PloS One 8(9), e73791 (2013)CrossRefGoogle Scholar
  12. 12.
    Gou, L., Zhou, M.X., Yang, H.: KnowMe and ShareMe: Understanding automatically discovered personality traits from social media and user sharing preferences. In: 32nd Annual ACM Conference on Human Factors in Computing Systems, pp. 955–964. ACM, Toronto (2014)Google Scholar
  13. 13.
    Yang, C., Pan, S., Mahmud, J., Yang, H., Srinivasan, P.: Using personal traits for brand preference prediction. In: 2015 Conference on Empirical Methods in Natural Language Processing, pp. 1422–1432 (2015)Google Scholar
  14. 14.
    Hall, M., Frank, E., Holmes, G., Pfahringer, B., Reutemann, P., Witten, I.H.: The WEKA data mining software: an update. ACM SIGKDD Explor. Newsl. 11(1), 10–18 (2009)CrossRefGoogle Scholar
  15. 15.
    Goldberg, L.R.: The structure of phenotypic personality traits. Am. Psychol. 48(1), 26 (1993)CrossRefGoogle Scholar
  16. 16.
    Eysenck, H.J.: The scientific study of personality. British J. Stat. Psychol. 6(1), 44–52 (1953)CrossRefGoogle Scholar
  17. 17.
    Myers, I.B.: The Myers-briggs Type Indicator. Consulting Psychologists Press, Palo Alto (1962)CrossRefGoogle Scholar
  18. 18.
    Keirsey, D., Bates, M.M.: Please Understand Me. Prometheas Nemesis (1984)Google Scholar
  19. 19.
    Costa, P.T., MacCrae, R.R.: Revised NEO Personality Inventory (NEO PI-R) and NEO Five-factor Inventory (NEO FFI): Professional Manual. Psychological Assessment Resources (1992)Google Scholar
  20. 20.
    Yang, Y., Pedersen, J.O.: A comparative study on feature selection in text categorization. In: 14th International Conference on Machine Learning, pp. 412–420 (1997)Google Scholar
  21. 21.
    Yarkoni, T.: Personality in 100,000 words: a large-scale analysis of personality and word use among bloggers. J. Res. Pers. 44(3), 363–373 (2010)CrossRefGoogle Scholar
  22. 22.
    Qiu, L., Lin, H., Ramsay, J., Yang, F.: You are what you tweet: personality expression and perception on twitter. J. Res. Pers. 46(6), 710–718 (2012)CrossRefGoogle Scholar
  23. 23.
    Pennebaker, J.W., Francis, M.E., Booth, R.J.: Linguistic Inquiry and Word Count: LIWC 2001. Mahway: Lawrence Erlbaum Associates, 71 (2001)Google Scholar
  24. 24.
    Bachrach, Y., Kosinski, M., Graepel, T., Kohli, P., Stillwell, D.: Personality and patterns of facebook usage. In: 4th Annual ACM Web Science Conference, pp. 24–32. ACM, Evanston (2012)Google Scholar
  25. 25.
    Kosinski, M., Stillwell, D., Graepel, T.: Private traits and attributes are predictable from digital records of human behavior. Proc. Natl. Acad. Sci. 110(15), 5802–5805 (2013)CrossRefGoogle Scholar
  26. 26.
    Ortigosa, A., Carro, R.M., Quiroga, J.I.: Predicting user personality by mining social interactions in facebook. J. Comput. Syst. Sci. 80(1), 57–71 (2014)MathSciNetCrossRefGoogle Scholar
  27. 27.
    Verplanken, B., Herabadi, A.: Individual differences in impulse buying tendency: feeling and no thinking. Eur. J. Pers. 15(S1), S71–S83 (2001)CrossRefGoogle Scholar
  28. 28.
    Matzler, K., Bidmon, S., Grabner-Kräuter, S.: Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience. J. Prod. Brand Manage. 15(7), 427–434 (2006)CrossRefGoogle Scholar
  29. 29.
    Cohen, E., Avieli, N.: Food in Tourism: attraction and impediment. Ann. Tourism Res. 31(4), 755–778 (2004)CrossRefGoogle Scholar
  30. 30.
    Schlegelmilch, B.B., Bohlen, G.M., Diamantopoulos, A.: The link between green purchasing decisions and measures of environmental consciousness. Eur. J. Mark. 30(5), 35–55 (1996)CrossRefGoogle Scholar
  31. 31.
    Boudreaux, C.A., Palmer, S.E.: A charming little cabernet: effects of wine label design on purchase intent and brand personality. Int. J. Wine Bus. Res. 19(3), 170–186 (2007)CrossRefGoogle Scholar
  32. 32.
    Yang, C., Pan, S., Mahmud, J., Yang, H., Srinivasan, P.: Using personal traits for brand preference prediction. In: 2015 Conference on Empirical Methods in Natural Language Processing, Lisbon, pp. 86–96 (2015)Google Scholar
  33. 33.
    Hu, T., Xiao, H., Luo, J., Nguyen, T.V.T.: What the language you tweet says about your occupation. In: 10th International AAAI Conference on Web and Social Media, pp. 181–190, Cologne (2016)Google Scholar
  34. 34.
    Appel, A.P., Candello, H., de Souza, B.S., Andrade, B.D.: Destiny: a cognitive mobile guide for the olympics. In: 25th International Conference Companion on World Wide Web, pp. 155–158, Montreal (2016)Google Scholar

Copyright information

© Springer International Publishing AG 2016

Authors and Affiliations

  • Zhe Liu
    • 1
    Email author
  • Yi Wang
    • 1
  • Jalal Mahmud
    • 1
  • Rama Akkiraju
    • 1
  • Jerald Schoudt
    • 1
  • Anbang Xu
    • 1
  • Bryan Donovan
    • 2
  1. 1.IBM Almaden Research CenterSan JoseUSA
  2. 2.Acxiom CorporationLittle RockUSA

Personalised recommendations