What drives consumer automobile choice? Investigating personality trait predictors of vehicle preference factors

In this study we investigated whether the big five traits and narcissism are associated with consumer preferences for different car features. Using a representative sample of 1000 Australian consumers, determined factor structure wide range automobile before exploring their associations set demographic variables, (and facets), trait narcissism. We found that reflect two high order dimensions ‘style performance’ (7 sub-factors) ‘safety practicality’ (4 numerous variables personality had small to moderate linear relationships multiple preferences. Broadly consistent hypotheses based on life history theory, consumers who young, extraverted, narcissistic tend value style performance in automobiles, whereas older, agreeable, conscientious tended safety practicality. While no overt effects openness were found, facets positively negatively performance. • Consumer can be reduced factors reflecting Men, younger, more extraverted participants Women, Those valued both