Reaching the price conscious consumer: The impact of personality, generational cohort and social media use

This research examines the impact of the Big Five personality traits and social media usage on price consciousness and determines if this impact is influenced by generational cohort by comparing 215 millennials with 300 baby boomers. The survey research with a national panel of U.S. consumers utiliz...

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Bibliographic Details
Published in:Journal of consumer behaviour 2021-07, Vol.20 (4), p.898-912
Main Authors: Eastman, Jacqueline K., Iyer, Rajesh, Eastman, Kevin L., Gordon‐Wilson, Sianne, Modi, Pratik
Format: Article
Language:English
Subjects:
Baby boomers
Consciousness
Consumers
Expenditures
Five factor model
Generational differences
Language usage
Mass media
Mass media effects
Millennials
Personality
Personality traits
Polls & surveys
Popularity
Prices
Reference groups
Social media
Social networks
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