Values, Attitudes and Lifestyles Based Typologies as Predictors for Consumer Impulsiveness

Abstract

The paper examines the influence of some psychological typologies and demographics on the impulsive behavior of the consumers, trying to analyze if the personality typologies can predict the degree of consumer impulsiveness and proving information regarding the extent of the presence of impulsive consumers. The study was realized using a multiple cluster sampling method, surveying state employees from each domain of activity except for the special services and army, due to the existent information gathering restrictions. Through the association of a personality type generator questionnaire (VALS survey) with a Likert scale of impulsivity (Puri’s Consumer’s impulsivity scale, 1966), the general hypothesis is that consumer typologies based of Values, Attitudes, Lifestyle and demographic factors predict the consumer impulsiveness.

Keywords

• vals typology
• consumer impulsiveness
• consumer prudence
• hedonic response