Dimensions of the Myers-Briggs Type Indicator (MBTI) and the customers’ Purchase Intention

Abstract

Identifying consumers’ motivation would affect target market choice. While motivationenforces and directs consumer behavior, consumer personality also forms his choice behaviorregarding his goal achievement. Mayers-Brigges Type Indicator (MBTI), according to Jungtheory and psychological conflicts, indicates 16 personality types. In this research, we reviewhow different personality types influence the individuals’ attitude toward VAIO brand image,VAIO laptop knowledge/ involvement, and purchase intention. Also, we find out whetherthere is any relationship among these variables. Sample of 465 laptop buyers in Tehranmarkets has been investigated. Buyers’ personality types and their attitude toward variableshave been examined by MBTI and 7-point Likert researcher made questionnaires,respectively. The data has been analyzed by SPSS16 software. Research findings indicate thatthere is a relationship between individuals’ personality type and visual construct of brandimage variable (laptop design). Personality types do not indicate significant differencesbetween consumer attitude and product involvement/ knowledge and its purchase intention.Moreover, consumers’ attitude toward brand image, product knowledge/ involvement affectslaptop purchase intention. Also, VAIO laptop involvement has significant effect on VAIObrand image.

Keywords

• Mayers-Brigges Type Indicator (MBTI)
• Brand image
• Product knowledge
• Product involvement
• Purchase intention
• VAIO
• Laptop