Big five personality construct and consumer buying behaviour in Singapore.

• Main Authors: Lim, Ivan Jit Boon., Siow, Wei Wei., Tan, Eng Eng.
• Other Authors: Marshall, Roger
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/10888
• Institution: Nanyang Technological University

To further explore the utility and robustness of the ‘Big Five’ personality construct, this study extends the research to Singapore and finds evidence of the same personality structure there. This study is further extended to find a correlation between the Big Five personality construct and common p...