Spending Reflects Not Only Who We Are But Also Who We Are Around: the Joint Effects of Individual and Geographic Personality on Spending

Analyzing over 31-million transactions of more than one-hundred-thousand consumers across 374 Local-Authority-Districts in the UK, we show that regional personality of a participant’s home LAD predicts individual spending above-and-beyond individual personality. That is, a person’s spending reflects both their own personality traits and the personality traits of the people around them.



Citation:

Friedrich Goetz, Tobias Ebert, Sandrine Muller, Joe Gladstone, and Sandra Matz (2020) ,"Spending Reflects Not Only Who We Are But Also Who We Are Around: the Joint Effects of Individual and Geographic Personality on Spending", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 825-830.

Authors

Friedrich Goetz, Cambridge University
Tobias Ebert, Mannheim University
Sandrine Muller, Columbia University, USA
Joe Gladstone, University College London
Sandra Matz, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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