• 마케팅과학연구
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• 제18권3호
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• pp.27-57
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• 2008

Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

• 한국정보시스템학회지:정보시스템연구
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• 제19권3호
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• pp.1-12
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• 2010

Personality is comprehensive nature of the mood and attitude of people, most clearly revealed in the interaction with other people. This study is a analysis on personality type to information system security and control from financial institute employee. Based on 'The Big Five' personality model, this study develops hypothetical causal relationships of potential organization member's personality and their information system security and control. Research hypotheses are empirically tested with data collected from 901 employees. Results show that employees of high level security mind are the owner of conscientious and emotional stable personality and the employees of high level control mind are the owner of agreeable and emotional stable personality. Therefore the owner of agreeable and stable personality is higher security and control than others.

• 복식
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• 제61권5호
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• pp.64-76
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• 2011

Consumers attribute human personality to products or stores as well as brands. As brand personality is imprinted to a consumer's mind, in e-commerce, the concept of store personality needs to be examined by comprehending the e-brand personality. Unlike the recent studies that focus primarily on the portal site, we attempt to identify e-brand personality of online shopping malls that sell fashion products. This study also examined the impact of the parent company's attributes on e-brand personality. A survey was conducted to 240 females and 240 males in their 20s or 30s. E-brand personality of three different types of the Internet shopping mall was evaluated by 160 respondents, respectively. As a result, we found that Internet shoppers perceive that e-brands have four distinct personality dimensions: young, reliable, sophisticated, and creative. Among the four dimensions, "young" and "reliable" showed the most significant influence on intention to visit the shopping mall site. Besides, e-brand personality varied with parent companies' attributes such as reputation, credibility, and fashion industry-relatedness. Especially, credibility of the parent company showed a strong positive relationship with e-brand personality.

• 한국임상보건과학회지
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• 제4권1호
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• pp.510-521
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• 2016

Purpose. The aim of this study was to provide Aromatherapist with analysis of correlation between MBTI personality type and scent preference of natural aroma essential oil in university students. Methods. Data was analyzed by students whom participated in the research on the scent preference of natural aroma essential oil of students from m university who accomplished to MBTI personality survey. Results. As a result, the introverted personality types more liked Peppermint and felt more intensive scent than extroverted personality types did(p=0.006). Extroverted personality types recognized Neroli as feminine scent(p=0.034) and introverted personalty types recognized Frankincense as feminine scent(p=0.045). Extroverted personality types felt that Juniper berry is exciting scent(p=0.036) and that Rosemary(p=0.044) and Lavender(p=0.030) are eco-friendly scent. And introverted personality types relatively less did than extroverted personality types. Conclusions. This study is to get a basic data of aroma preference of university students by looking into the influence that MBTI personality type affect natural aroma preference and to use this data for ease off school stress and job seekng stess and counsel the students.

• 성인간호학회지
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• 제19권4호
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• pp.644-655
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• 2007

Purpose: The purposes of this study were to describe the pattern of type D personality, to compare the life style and quality of life between type D personality and non-type D personality patients, and to investigate the factors influencing quality of life in patients with hypertension. Methods: A cross sectional, descriptive study was used. The participants in this study were 193 outpatients who were diagnosed with hypertension at two university hospitals in urban area, Korea. The data was collected from December, 2006 to January, 2007. Type D personality was measured by the DS-14 scale. Results: The prevalence of type D personality was 83.9%. Patients of type D personality were significantly different in educational status, monthly income, fat intake and exercise, and had a lower overall quality of life than patients of non-type D personality. Under controlled general characteristics and life style factors, multiple linear regression analysis was performed. The most significant factor influencing quality of life in hypertensive patients was type D personality, and this factor explained their quality of life with a variance of 14.8%. Conclusions: Various programs for psychological intervention are required to control for the distressed personality of patients with hypertension. Further studies should be conducted prospectively on a larger patient population.

• 한국의상디자인학회지
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• 제15권4호
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• pp.63-81
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• 2013

This study examines the impacts of antecedents on the outdoor sportswear brand personality dimensions and identifies the effects of brand personality dimensions on brand attachment and brand commitment. An online survey was conducted on women in their 20s to 50s, who have experienced to purchase the outdoor sportswear before and 420 responses were analyzed. The results of this study were as follows: 1) The results of factor analysis and the reliability test on the outdoor sportswear brand personality clearly showed factorial structures that include sincerity, excitement, vitality, and prestige. 2) The antecedents of brand personality including quality, price, advertising, and store environment had different influences on the outdoor sportswear brand personality. 3) The dimensions of outdoor sportswear brand personality had a different influence on the brand attachment and commitment. 4) The brand attachment showed a significantly positive influence on the brand commitment. This study indicates that the brand personality could be a useful tool for enhancing the brand attachment and commitment and marketers should develop and utilize the marketing mix according to the brand personality which they want to convey.

• 한국게임학회 논문지
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• 제20권2호
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• pp.27-34
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• 2020

게임 캐릭터는 성격을 통해서 게임 디자이너와 플레이어 사이를 연결해주고 상호작용하는 통로가 되므로 상호작용을 고려한 게임 캐릭터 성격 디자인에 대한 연구가 이루어질 필요가 있다. 캐릭터의 성격은 게임 디자이너의 의도에 따라 '디자인요소'와 '성격요인'을 통해 형성된다. 이후 플레이어의 '성격요인'과 상호작용하여 최종적인 캐릭터의 성격이 만들어진다. 게임 캐릭터의 성격을 표현하는 '디자인요소'는 선행 연구를 통해 행동 4개, 말 4개, 외양 6개로 14항목을, '성격요인'은 전문가 인터뷰를 통해 행동 12개, 말, 27개, 외양 1개로 40항목을 추출했다. 이를 통해 상호작용을 고려한 게임 캐릭터 성격 모델을 제시했다.

• 한국항공운항학회지
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• 제17권3호
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• pp.7-13
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• 2009

This study examined 1) student pilots' personality types, 2) the correlation between students' personality types and their achievement in flight training, 3) the correlation between students' personality types and Instructor Pilot(IP)s' personality type. The study used the Korean version of Myers-Briggs Type Indicator (MBTI) form. A total of 164 students in the year of 2000-2003 completed the inventory. The noticeable majority of student pilot were extroverted (59.6%) - Sensing (79.5%) - Thinking (70.2%) - Judgers (68.9%). Comparing personality types with flight achievement in showed no significant correlation. There was, however, a significant difference seen in comparing personality types with students' flight achievements. Thinking-type students showed higher flight achievements than feeling-type, and some of the personality types combination affects trainee's flight achievement. When both student and the Instructor have same attitude such as E-E or I-I, student's flight achievement was higher than when they have opposite attitude of personality. these findings implicate that the cooperation of students' and IP's personality could affect the students' flight achievement.

• 사상체질의학회지
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• 제33권3호
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• pp.127-137
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• 2021

Objectives The purpose of this study was to identify the effects of personality by each Sasang constitution on sleep using Positive Affect and Negative Affect Schedule(PANAS) and NEO-personality inventory(NEO-PI). Methods The subjects of this study were 2,078 people who had information on Sasang constitutional type and personality(PANAS, NEO-PI) among the data established at the Korean Medicine Data Center. Sleep time and sleep quality were investigated through self-written questionnaires. Sleep time was collected by hand-writing, and sleep quality was checked on a 4 point Likert scale. Pearson correlation analysis was conducted to see the correlation between personality and sleep in each constitutional type. Logistic regression was performed using personality as independent variables to find out how much personality affects sleep time. In order to find out how much personality affects sleep quality, regression analysis was performed using personality as independent variables. Results & Conclusions Sleep time was hardly affected by personality. As a result of Pearson correlation analysis, sleep time in all subjects did not show a significant correlation with personality. In logistic regression on sleep time as the dependent variable, no statistically significant results were obtained except for the Negative Affect(NA) in Taeeumin. Sleep quality showed a statistically significant correlation with the negative affect(NA), neuroticism(N), extraversion(E), Physical Component Summary(PCS) and Mental Component Summary(MCS). As a result of regression analysis on sleep quality as the dependent variable, neuroticism(N), negative affect(NA), positive affect(PA), and extraversion(E) were found in the factors affecting sleep quality. Besides, how much personality affected sleep quality might differ in each constitution. In all constitutions, sleep quality was affected by N, but the rank of N was different in each constitution. The sleep quality of Soyangin was not affected by E, and the sleep quality of Taeeumin was specifically affected by O.

• Asia Marketing Journal
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• 제14권4호
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• pp.167-188
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• 2013

In today's society with its emphasis on unlimited information access, control of available information about high-technology products is often vital to their success. When a product is released, consumers may initially be attracted through information about its remarkable internal and external features. They may also perceive a degree of congruence between their own personalities and the product image as more information becomes available over time. Consumers' changing impressions of the product may influence personality congruence negatively or positively. These changes and their effects on preference for high-technology products are the focus of this paper. A survey was given to a sample of 206 students at K University to investigate the degree to which consumer behavior can be influenced by personality congruence. The need for clear and definite product knowledge in this process and the effect of product information on preference were also investigated. Three analyses were conducted. The results of Analysis 1 showed the influence of personality congruence on preference for high-technology products. Judgments about personality congruence were based on non-compensatory rather than compensatory information processing. The respondents considered certain aspects of a product's personality rather than the product as a whole when making preference decisions. The results of Analysis 2 indicated that when less information was available about a product, consumers who perceived high personality congruence with the product tended to have higher preference for it compared to those who perceived low personality congruence with the product. On the other hand, when consumers were given more information, no difference was observed in the impact of personality on preference between perceived high and low personality congruence. Lastly, the results of Analysis 3 showed that when consumers with high need for closure (NFC) perceived high congruence between their own personalities and a product, objective information regarding the product was not used in decision-making: instead, judgments about the product were based on perceived personality congruence. On the other hand, high-NFC consumers who perceived low personality congruence between themselves and the product tended to require more information about the product in order to give it a positive evaluation. In contrast, low-NFC consumers who perceived high personality congruence felt comfortable with large amounts of information. For low-NFC consumers who perceived low congruence, the level of information had no influence on preference.