The Big Five dyad congruence and compulsive buying: A case of service encounters

This research examines how the Big Five personality congruence between buyers and sellers influences compulsive buying in a dyadic service encounter. We gathered 904 buyer-seller data computed using difference score technique. The study findings manifested that agreeableness openness increases behavior, whereas neuroticism decreases this behavior. Further analysis showed pleasure enhancement dampens negative impact of neurotic on buying. In contrast, stimulation strengthens positive influence open-minded Conclusively, exhibit varying behaviors based their (incongruence) with corresponding sellers'. Hence, marketing managers should create similar (dissimilar) pairs to boost firms' sales.