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– The purpose of this paper is to examine the influence of personality traits on the perception of key message characteristics in road safety advertising.
Abstract
Purpose
The purpose of this paper is to examine the influence of personality traits on the perception of key message characteristics in road safety advertising.
Design/methodology/approach
The advertisement uses visual imagery and imagery methods to examine key message characteristics. An online survey questionnaire was used to obtain responses of 947 driver perceptions with various personality traits; and the data are explored using multiple linear-regressions.
Findings
The findings of the research indicate the importance of using key message characteristics based upon established scientific theory to developing messages, more particularly in road safety and other social marketing campaigns. The role of personality traits and its relevance also appear to be of primary importance and can be used to segment the market; guide message designs and development, as different personality traits are found to be significant for different message characteristics.
Research limitations/implications
This research varies from preceding efforts as it examines the influence of personality traits on drivers’ perceptions of messages using established scientific theory, and bridging the gap in the research between two main paths of research with reference to fear-based messages: the process that influences an individual response to key messages; and the influences of personality trait differences on message perceptions.
Originality/value
This study extends the knowledge in several essential areas and offers a set of recommendations to assist marketers in developing effective message strategies and segmentation based on personality traits. Besides advancing theory, this study enhances the understanding of how to develop more effective road safety messages that will save lives and prevent injuries.
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Pascal David Vermehren, Katrin Burmeister-Lamp and Sven Heidenreich
Customers' participation in co-creation is a prerequisite for co-creation success. To identify customer co-creators, research has shown a recent interest in the role of personality…
Abstract
Purpose
Customers' participation in co-creation is a prerequisite for co-creation success. To identify customer co-creators, research has shown a recent interest in the role of personality traits as predictors of customers' engagement in co-creation. However, the empirical results regarding the direction and significance of these relationships have been inconclusive. This study builds on the five-factor theory (FFT) of personality to enhance one's understanding of the nomological network that determines the relationship between personality traits and customers' willingness to co-create (WCC).
Design/methodology/approach
Based on a large-scale empirical study on technology-based services (TBSs) in healthcare (n = 563), the authors empirically investigate the role of the five-factor model (FFM), innate innovativeness (INI) and enduring involvement (EI) in predicting customers' WCC using partial least squares structural equation modeling (PLS-SEM).
Findings
The authors’ empirical findings show that depending on the configurational setting of the personality traits tied to the FFM, INI and EI evolve as mediators in determining customers' WCC.
Originality/value
This study is the first to introduce the FFT of personality into co-creation research. The results of this paper shed light on the relationships between personality traits, characteristic adaptations and customers' WCC.
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Ajith Venugopal, Sridhar Nerur, Mahmut Yasar and Abdul A. Rasheed
This study aims to examine how chief executive officer's (CEO) personality traits influence the corporate sustainability performance (CSP) of firms. The paper also examines the…
Abstract
Purpose
This study aims to examine how chief executive officer's (CEO) personality traits influence the corporate sustainability performance (CSP) of firms. The paper also examines the moderating effect of board power on this relationship.
Design/methodology/approach
Using a linguistic tool (IBM's Watson Personality Insight Service), the authors measured the personality traits of 229 CEOs from 176 firms from 2009 to 2018. Firm-level CSP are obtained from the Sustainalytics database. The hypotheses are tested using multiple regression analysis. The robustness of the results of the study is confirmed by addressing endogeneity concerns and by validating the measurement of CEO personality traits using Personality Recognizer, an alternative linguistic tool.
Findings
The results show that CEO personality traits of extraversion and neuroticism are significant predictors of CSP. The paper also identifies board power as a contingent factor that influences the suggested relationships.
Originality/value
Using upper echelon theory and cybernetic big five theory, this paper identifies CEO personality traits as important antecedents of corporate sustainability performance and adds to the micro-foundations of corporate sustainability literature. To the authors’ understanding, this is the first study that examines the influence of CEO personality on CSP using a comprehensive trait framework. The paper also demonstrates the usefulness of text-analytic tools to measure CEO personality traits, thereby contributing to the progress of upper echelon theory.
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M. Alejandra Inostroza and Christian Espinosa-Méndez
In this paper the authors study how sociodemographic characteristics and personality traits of the Chief Executive Officer (CEO) impact financial performance in small and medium…
Abstract
Purpose
In this paper the authors study how sociodemographic characteristics and personality traits of the Chief Executive Officer (CEO) impact financial performance in small and medium enterprises (SMEs) in an emerging economy such as Chile.
Design/methodology/approach
The authors applied a questionnaire to 185 Chilean SME CEOs during 2017 concerning sociodemographic characteristics (gender, age, experience and marital status), personality traits (extraversion, responsibility, openness to experience, agreeableness, and neuroticism) and firm characteristics.
Findings
The authors find that some sociodemographic characteristics (gender and age) significantly impact SME performance. The authors find no significant connection between personality traits and firm performance.
Originality/value
This paper contributes to the business literature by investigating how sociodemographic variables and personality traits of the CEO are related to SME financial performance; by providing new evidence on the relationship between CEO characteristics and firm performance, mostly centered on developed economies, in the context of an emerging economy; and allowing for a better understanding of how CEO decisions impact firm performance.
Objetivo
Este artículo estudia cómo las características sociodemográficas y los rasgos de personalidad del gerente general (CEO) afectan el desempeño financiero de Pequeñas y Medianas Empresas (PYMEs) en una economía emergente como Chile.
Diseño/metodología/enfoque
Se aplicó un cuestionario a 185 gerentes generales de PYMEs chilenas en 2017 acerca de sus características sociodemográficas (género, edad, experiencia, estado civil), rasgos de personalidad (extraversión, responsabilidad, apertura a la experiencia, amabilidad y neuroticismo) y características de la empresa.
Resultados
Se encontró que ciertas características sociodemográficas (género, edad) afectan significativamente el desempeño de las PYMEs. No se encontraron asociaciones significativas entre rasgos de personalidad y desempeño de la empresa.
Originalidad/valor
Este trabajo contribuye a la literatura de negocios al investigar cómo las variables sociodemográficas y los rasgos de personalidad del gerente general se relacionan con el desempeño financiero de las PYMEs; al entregar nueva evidencia sobre la relación entre características del gerente general y el desempeño de la empresa, mayoritariamente centrada en economías desarrolladas, en el contexto de una economía emergente; y al permitir una mejor comprensión de cómo las decisiones del gerente general afectan el desempeño de las empresas.
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Reginald L. Tucker, Graham H. Lowman and Louis D. Marino
Machiavellian, narcissistic, and psychopathic traits are often viewed as negative or undesirable personality traits. However, recent research demonstrates that individuals with…
Abstract
Machiavellian, narcissistic, and psychopathic traits are often viewed as negative or undesirable personality traits. However, recent research demonstrates that individuals with these traits possess qualities that may be personally beneficial within the business contexts. In this chapter, we conceptualize a balanced perspective of these traits throughout the entrepreneurial process (opportunity recognition, opportunity evaluation, and opportunity exploitation) and discuss human resources management strategies that can be employed to enhance the benefits, or minimize the challenges, associated with Machiavellian, narcissistic, and psychopathic traits. Specifically, we propose that Machiavellian qualities are most beneficial in the evaluation stage of entrepreneurship, and Machiavellian, narcissistic, and psychopathic qualities are beneficial in the exploitation stage of entrepreneurship.
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Luka Tomat, Peter Trkman and Anton Manfreda
The importance of information systems (IS) professions is increasing. As personality–job fit theory claims, employees must have suitable personality traits for particular IS…
Abstract
Purpose
The importance of information systems (IS) professions is increasing. As personality–job fit theory claims, employees must have suitable personality traits for particular IS professions. However, candidates can try to fake-good on personality tests towards the desired personality type. Thus, the purpose of this study is to identify archetypal IS professions, their associated personality types and examine the reliability of the Myers–Briggs Type Indicator (MBTI) personality test in IS recruitment decisions.
Design/methodology/approach
The authors reviewed academic literature related to IS professions to identify job archetypes and personality traits for IS professions. Then, the authors conducted an experiment with 452 participants to investigate whether candidates can fake-good on personality tests when being tested for a particular IS profession.
Findings
The identified job archetypes were IS project manager, IS marketing specialist, IS consultant, IS security specialist, data scientist and business process analyst. The experimental results show that the participants were not able to fake-good considerably regarding their personality traits for a particular archetype.
Research limitations/implications
The taxonomy of IS professions should be validated further. The experiment was executed in an educational organisation and not in a real-life environment. Actual work performance was not measured.
Practical implications
This study enables a better identification of suitable candidates for a particular IS profession. Personality tests are good indicators of the candidate's true personality type but must be properly interpreted.
Originality/value
This study enhances the existing body of knowledge on IS professions' archetypes, proposes suitable MBTI personality types for each profession and provides experimental support for the appropriateness of using personality tests to identify potentially suitable candidates.
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Crystal Glenda Rodrigues and Gopalakrishna B.V.
This study aims to analyse the impact of the big five personality traits on the financial risk tolerance of individuals. Furthermore, it also examines the differences in…
Abstract
Purpose
This study aims to analyse the impact of the big five personality traits on the financial risk tolerance of individuals. Furthermore, it also examines the differences in personality traits and financial risk tolerance across four generations: baby boomers, Generation X, millennials and Generation Z.
Design/methodology/approach
The data constituted 869 responses from Indian individuals, collected using a self-administered structured questionnaire using a convenience sampling technique.
Findings
Structural equation modelling analysis showed that openness to experience, extraversion and neuroticism had a significant impact on financial risk tolerance. Multivariate analysis revealed the role of specific personality traits in predicting the financial risk tolerance of generational cohorts. Mean difference showed that millennials and Generation Z had the greatest risk tolerance, whereas the tolerance levels were lower for Generation X and baby boomers.
Research limitations/implications
This research provides insights into the role of personality on financial risk-taking among generational cohorts in India. Thus, these results cannot be generalised for other risk-taking domains or outside the Indian context.
Originality/value
This study’s results align with the pulse rate hypothesis of generational theory and contribute to the growing field of behavioural economics and finance. It provides a perspective of the emerging economy of India, where behavioural finance studies are still at a nascent stage.
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Marco Antonio de Oliveira Vieira Goulart, Newton Carneiro Affonso da Costa Jr, Ana Luiza Paraboni and Mônica Maria Mendes Luna
The objective of the present study is to assess the financial literacy levels of students at a Brazilian university and investigate how these levels are affected by profile…
Abstract
Purpose
The objective of the present study is to assess the financial literacy levels of students at a Brazilian university and investigate how these levels are affected by profile characteristics and personality traits.
Design/methodology/approach
Data were collected using SurveyMonkey, and a link to the questionnaire was sent by e-mail. The questionnaire contains three blocks of questions: demographics, financial literacy and personality traits. Ordered logistic regression was applied to a sample of 1,312 students.
Findings
Younger participants, those with higher incomes and men were more likely to have a high level of financial literacy. The same was true of those who were less extrovert, i.e. assertive, sociable, optimistic and communicative students. These results contribute to the field by indicating which population segments should be prioritized in efforts to promote financial literacy.
Originality/value
To the best of our knowledge, no study has compared Financial Literacy and Personality Traits in Brazil, a developing country that is only beginning to develop national financial literacy strategies.
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The purpose of this study is to examine the influence of conscientiousness on entrepreneurship over and above the impact of other factors that are associated with entrepreneurship…
Abstract
Purpose
The purpose of this study is to examine the influence of conscientiousness on entrepreneurship over and above the impact of other factors that are associated with entrepreneurship in the literature.
Design/methodology/approach
The design uses household responses from the Panel Study of Income Dynamics (PSID) biennial survey that follows the same heads of households over time to measure their conscientiousness, businesses owned and other demographic and financial characteristics. Ordinary least squares (OLS), Probit and Poisson regression techniques are applied at the head of household and state level to examine the relationship.
Findings
The results show heads of households’ conscientiousness positively relating to the average number of businesses owned, beyond other Big Five traits and the impact of other characteristics. A one-standard deviation increase in conscientiousness is significantly associated with a 0.012 increase in the number of businesses owned. This association is robust to alternative regression specifications and variable measurements.
Originality/value
The results are original to the finance literature, complementing studies by linking intrinsic head of household-level traits to entrepreneurship while controlling for external financial and demographic factors. The study also attempts to externally validate previous findings using aggregate-level outcomes. The data and setting used to measure personality traits as well as entrepreneurial outcomes are original to the entrepreneurship literature, validating previous findings.
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Felix Simon Rudolf Becker, Kevin Escoz Barragan, Daria Huge sive Huwe, Beatrice Shenara Ernst and Giuseppe Strina
In the ever-evolving digital landscape, this study aims to explore which specific personality traits contribute to the innovativeness of startups, with a particular emphasis on…
Abstract
Purpose
In the ever-evolving digital landscape, this study aims to explore which specific personality traits contribute to the innovativeness of startups, with a particular emphasis on understanding how technology adoption mediates this relationship. By doing so, the authors strive to unveil the nuanced dynamics of personality, technology adoption and startup innovativeness in the digital era.
Design/methodology/approach
The authors conduct a quantitative empirical analysis using a sample of 1,314 German startups. This study utilizes a mediation analysis to examine the effects of personality traits on the innovativeness of startups, taking technology adoption as a mediator into account.
Findings
The empirical results show certain personality traits have direct effects on innovativeness. Also, the results show that technology adoption is a driver of startup innovativeness. In addition, these traits are (partially) mediated by technology adoption.
Research limitations/implications
The results shed new light on the interplay of entrepreneurs' personality and technology adoption in relation to startup innovativeness and therefore underline the importance of technology in this triangular relationship. The authors employ secondary data from startups in Germany, which complicates generalization of the results to other geographical and cultural contexts.
Originality/value
This study contributes to the scientific debate on the role of personality traits in entrepreneurship by providing empirical evidence on the mediating effect of technology adoption in the relationship between personality traits and startup innovativeness. The findings offer valuable insights for researchers, entrepreneurs and policymakers interested in understanding and promoting innovativeness in the context of startups.
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