Slide 1
Review of 6 articles
The big five personality dimensions an job performance
S.Rothmann& E.P. CoetzerEmotional connection of consumer
personality trait with brand personality traits: theoretical
considerations- Elenora SeimienePersonality tests for salesforce
selection- worth a fresh look- Seymour AdlerHow brand personality
affects products with different involvement levels- Plavini
PunyatoyaThe importance of corporate brand personality traits to a
successful 21st century business- Kevin Keller & Keith
RicheyThe Exploring Nature of the Assessment Instrument of Five
Factors of Personality Traits in the Current Studies of
Personality- Seyed Hossein Fazeli
THE BIG FIVE PERSONALITY DIMENSIONS AND JOB PERFORMANCES
ROTHMANNE P COETZERSA Journal of Industrial Psychology, 2003, 29
(1), 68-74
About the studyThe objective of this research was to determine
the relationship between personality dimensions and job
performance.
A cross-sectional survey design was used. The study population
consisted of 159 employees of a pharmaceutical company.
The NEO-Personality Inventory Revised and Performance Appraisal
Questionnaire were used as measuring instruments..
The objective of this research was to determine the relationship
between personality dimensions and job performance of employees in
a pharmaceutical group.
The NEO Personality Inventory Revised (NEO-PI-R) (Costa &
McCrae, 1992) was used to measure the personality of individuals,
based on the five-factor model of personality, which includes the
dimensions of Extraversion, Neuroticism,Agreeableness, Openness to
experience and Conscientiousness
The Performance Appraisal Questionnaire (PAQ) (Schepers, 1994)
was used to measure pharmacists job performance. The PAQ consists
of 30 items which measure three scales, namely Performance,
Creativity and Management skills.analysisThe results showed that
Extraversion, Openness to Experience and Conscientiousness were
related to task performance and creativity
Openness to Experience and Agreeableness were practically
significantly related to management performance
It seems that employees who tend towards Neuroticism perform
poorer and are less creative than those who are emotionally
stable
The significant relationship between Openness to Experience
& Management performance can be seen in the fact that mangers
have to be flexible to changes.
The lack of relationship between Personality & Task
performance is that the task are well defined with not much
autonomy.
The personality dimensions, namely Openness to Experience and
Agreeableness, explained 28% of the variance in participants
management performanceLimitationsPredictive validity design was not
used
Not generalized to Male population
The results may not be generalized to other than pharmaceutical
settings.
ConclusionThe results of this study confirm that the
pharmaceutical company should consider the personality dimensions
of their employees when predicting creativity and managerial
performance during selection and career development.emotional
connection of consumer personality traits with brand personality
traits: theoretical considerations
Elenora Seimieneeconomics and management: 2012, 17(4)About the
studyThis study aims to present a detailed congruence between brand
personality and consumer personality.
The author has developed a theoretical model based on main &
complementary traits for examining a connection between consumer
and personality.Brand personalityDespite functional characteristics
such as price, distribution the brand has symbolic meanings called
brand personality.(D.Aaker, 1996; J.Aaker, 1997; Kotler &
Keller, 2006)
Consumer chooses brand with personality similar to his/her own
(Vitz& Johnson, 1965; Byrne & Griffit, 1969, Nias, 1979;
Shank& Langmeyer, 1994).
The Gap: Analysis of a congruence concept
Author describes brand personality as associations in consumers
subconscious level created by 2 aspects: Rational brand
imagePerception of typical consumer
Brand image has 2 dimensions: Rational and Emotional.
Rational brand image consist of functional
characteristicsEmotional brand image results in emotional
connection between consumer & brand.
Product personality was first described by Martineau (1957) to
define non-material dimensions of a store that make it special.
J.Aaker (1997)- a set of human characteristics associated with
the brand.The same characteristics as human personality: socio
demographic, lifestyle and specific traits of character.Brand
personality scaleJ.Aaker (1997) identified 5 dimensions consisting
of 42 traits1. Sincerity2. Excitement3.
Competence4.Sophistication5.Ruggedness
Geuens et al (2009) developed a scale with 5 factors with 12
traitsActivityResponsibilityAggressivenessSimplicityEmotionalityBoth
the scales have been used in various studiesConsumer
Personality
Traits of the individual, which have impact on his/her general
behaviors' peculiarities- Engel et al (1969)
Freud argued that personality consist from 4 layers or elements:
ego, superego & id.
Adler & Jung argued that apart from the 3, social
environment too played a role.
Goldberg (1990) presented the Big- Five theory labeled as
O.C.E.A.NExtraversion, Neuroticism,Agreeableness, Openness to
experience and Conscientiousness
Congruence between brand and consumer personalitiesThe
connection is mainly perceived in 2 ways:Identic
ApproachDifferential Approach
D. Aaker, (1996); Lin, (2010) agree with the Identic
Approach.
Kotler & Keller, (2006);Till & Heckler, (2009) are
representatives of the Differential Approach.Sirgy (1982) thinks
that in some cases the match may be based on the consumers ideal
self-concept rather than actual self-image.
Theoretical model of emotional connection between brand &
consumer personalityC1: Main TraitsC2: Complementary TraitsB1: Main
TraitsB2: Complementary traitsBasis for emotional
connectionDifferent situations from the proposed model1. C1= B1
& C2 = B2Consumer chooses the brand2. C1= B1 & C2
B2Consumer chooses the brand3. C1 B1 & C2 = B2Consumer rejects
the brand4. C1 B1 & C2 B2Consumer rejects the brand
Conclusions
Not all consumer personalities choose brands with similar
personalities
Potential hierarchy in the traits of brand personality need to
be divided into main & complementary
Consumers might choose a brand which may be congruent to the
ideal self
Personality tests for salesforce selection worth a fresh
lookSeymour Adlerreview of business; summer/Fall
1994;16,1.introductionGuion & Gottier (1965) reviewed empirical
evidence for various employment contexts.
Granger (1988) reported that in a national survey of 10,000
sales & marketing managers, respondents reported that basic
aptitude & personality tests are unable to predict who will
succeed in sales.
Salesforce selection incorporates personality test presumed to
measure traits that are assumed to lead to success.Personality
testThe Big FiveExtraversion, Neuroticism, Agreeableness, Openness
to experience and Conscientiousness
Barrick & Mount (1991) pooled validity findings across
several occupational groups, including sales
The validity of Conscientiousness as a predictor of sales is
generalizable across organizations.
Hough (1991) found 6 more traits had significantly generalizable
correlation with sales performance.
AffiliationPotencyAchievementAdjustmentIntelligenceLocus of
ControlExplanatory styleSeligman & Schulman (1986) found this
trait related to productivity & sales performance.Model of
learned helplessnessA cross sectional study of agents with an
optimistic style sold 37% more policies than those with a
pessimistic style.
Type A: 2 aspects; achievement drive & irritability
impatience.A Study of life insurance salespersons found that the
achievement drive facet was related to sales success and to job
satisfaction. The irritability- impatience was associated with job
related depression (Bluen, Burns & Barling, 1990)
Self- efficacy:Barling & Beattie ,(1983) found that
self-efficacy expectations are significantly & positively
related to a no of measures of sales performance.
Social FlexibilitySpiro & Weitz,(1990) demonstrated a theory
driven approach likely to be theoretically & practically
meaningful.Self- monitoringEmpathyLocus of ControlAndrogyny
LimitationsCandidates presenting a desirable impression of their
personality. Hough et al (1990)
Approach to creatively measuring requisite personality traits
should be live Role- plays & Assessment exercises.
ConclusionThe trait of Conscientiousness will contribute more to
accurate salesforce selection.
The use of personality traits should be analyzed &
administered.
An elusive sales personality may not be found but identification
of people who can sell can be done.How brand personality affects
products with different involvement levelsplavini punyatoyaEuropean
journal of business & management
introductionBrand personality is a set of human characteristics
associated with a brand (Aaker, 1997)
When the attributes serve a utilitarian function, brand
personality serves as a symbolic function which is associated in
the memory (Keller, 1993).
The stronger identification with the brand, the more time &
money spent on it.
Stronger brands will connect with consumers and develop a long-
lasting relationship & increased purchase(Wang & Yang,
2008; Carlson, Donavan& Cuminskey, 2009)
High & low involvement productsHigh involvement products
like clothing carry symbolic meaning and reflect a consumers social
life and are brought up upon the emotional aspects (Solomon,
1986;Kaiser 1998).
For Low involvement products, consumers apply very simple
choices that provide a satisfactory choice & quick effortless
decision (Hoyer, 1984).
Study by Freling & Forbes, 2005 on low involvement brands as
that of bottled water, cola soft drinks seen a positive effect of
brand personality on the product preference to buy.
Brand personality has a higher importance for high involvement
products like lifestyle clothing (Solomon, 1986; Kaiser, 1998;
Oh& Florito, 2002)Propositions
1. Brand personality positively affects consumer brand
preference2. Brand personality positively affects purchase
intention.
3. Brand personality increases consumer brand preference &
purchase intention for both high & low involvement products
4. The effect of brand personality is higher for high
involvement products than low involvement.
5. In low involvement products, brand personality can be
improved by famous endorsers
6. In high involvement products, brand personality can be
improved by strong positive argument about the product.
Managerial implicationsPositive brand personality will improve
brand preference, purchase intention.
Brand personalitys positive association with the consumers mind
will bind a strong bond.
Brand association & personality affects both consumer
preference and purchase intention
Brand association can improve both consumer preference &
purchase intention for low involvement products.
A stronger argument can build an even stronger brand.
Packaging & in store promotion also affects brand
preference. The importance of corporate brand personality traits to
a successful 21st century businessKevin Keller & Keith
Richeybrand management vol14, nos1/2,74-81 Sept-nov
2006introductionCompetition growing fiercer as markets mature.
The companys ability to compete is not only the core
functions
The success of a 21st century business will be defines as much
by who it is as what it does.( Keller & Aaker,(1998); Schultz
et al, (2005).
What a company is and how it presents itself to the consumer are
defined by its corporate brand personality.
Corporate brand personalityA corporate brand is distinct from a
product brand
It encompasses a wider range of associations
More likely to invoke association based on people &
relationships, programs and values and shared attributes.
Has broader & differently composed set of personality
traits.
Corporate brand personality reflects the values, words &
actions of employees individually & collectively.Eg: Procter
& Gamble ; product brands: Tide, Pringles, Pantene.
Corporate brand personality traitsAaker examined brand
personality in 5 main clusters:
1. Sincerity2. Excitement3. Competence4. Sophistication5.
Ruggedness
Corporate identity mixThree core dimensions of the Corporate
identity mix given by Balmer et al (1999); Hatch &
Majken,(2001), is:
SoulMind voiceCorporate personality
traitsCreativeCollaborativeCompassionatePassionateAgileDisciplinedBodyHeartMindFig:
Corporate personality traitsCorporate personality traitsThe
tripartite view of attitude given by Thrustone(1931)Affective
(Feelings)Cognitive (Thoughts)Conative (action)
The author has grouped them in 3 dimensions fro a successful
21st century business.HeartMindBodyConclusion
Corporate personality starts with the company's employees who
bring personality to life
They determine who the company is
If everyone in the company acts with heart, mind & body then
the company will succeed in the 21st century.The Exploring Nature
of the Assessment Instrument of Five Factors of Personality Traits
in the Current Studies of PersonalitySeyed Hossein FazeliAsian
Social Science Vol. 8, No. 2; February 2012About the studyThe study
aims to explore the current studies regarding nature of five
dimensions of personality, its application, its limitations, and
the other related characteristicsassessment of personalityThere are
four most dominant questionnaires of assessment of personality
which are designed based on four dominant suggested taxonomies.
Firstly, Myers-Briggs Type Indicator (MBTI) is based on the work of
Carl Jung, was developed by Isabel Myers and Katharine Cook Briggs.
MBTI has been used by researchers more than 60 years (Myers &
Myers, 2009). Moreover, there is claim that it is the most widely
used instrument around the world (Myers, McCauuley, Quenk &
Hammer, 1998). However it is criticized by many researchers (Bess
& Havey, 2002; Cowan, 1989; McCare & Costa, 1989). The
personality traits in MBTI are classified as 16 types.The four
preferences described by MBTI are Extraversion (E) or Introversion
(I); Sensing (S) or iNtuition (N); Thinking (T) or Feeling (F);
Judging (J) or Perceiving (P).The second one belongs to Eysenck. In
the beginning, Eysenck suggested two dimensions which
wereExtraversion/Introversion and Neuroticism/ Emotional
Stability.
Later, after studying individuals suffering from mental illness,
he added a personality dimension; it is called psychoticism
(Eysenck, 1992).The third model of personality is Raymond Cattells
Sixteen Personality Factor. Trait theorist, Raymond Cattell,
identified closely related terms as sixteen key personality traits.
According to Cattell, these sixteen traits are the source of all
human personality. He developed personality questionnaire known as
the Sixteen Personality Factor Questionnaire (16PF).
The fourth model of personality which enjoys wide currency is
Big Five Theory. This five-factor model of personality represents
five core traits that interact to form human personality (McCare
& Costa, 1997).The Big Five measures aspects of individual
personality by asking questions about behaviors, attitudes, and
reactions.
It includes groups of questions related to five personality
dimensions.
The Big Five Personality Questionnaire is based on the Big Five
Factor Model of personality whose major proponents are Lewis
Goldberg, Paul Costa, and Robert McCare.
This theory proposes that five broad dimensions provide complete
description of personality.Big 5Extraversion implies an energetic
approach toward the social and material world
Agreeableness contrasts a prosocial and communal orientation
towards others with antagonism
Conscientiousness describes socially prescribed impulse control
that facilitate task- and goal-directed behavior
Neuroticism contrasts emotional stability and even-temperedness
with negative emotionality
Openness to Experiences describes the breadth, depth,
originality, and complexity of individuals mental and experiential
life (John & Srivastava, 1999, p30).Limitations to big
fiveSince the questionnaires are self-report and single source of
information, it is not clear whether personality traits they
actually have
There may also have been some unclear points in questionnaire
itself. Strongly Agree to Strongly Disagree may have been fuzzy
because the interpretation of these scales can change according to
context
Social desirable response, acquiescence, and extremely response
bias (Herk, Poortinga & Verhallen, 2004
Many value measurements which are developed in western countries
are not success to assess in eastern countries (Matthews, 2000;
Schwartz, Malech, Lehmann, Burgess, Harris & Owens, 2001).Pros
to big fiveMany studies used Big Five Factors Personality
Questionnaire which shows both good internal and external validity
(Costa & McCare, 1992), and even John and Srivastava (1999)
used online version of Big Five Personality.They reported internal
consistency reliability for all of five dimensions as highJohn and
Srivastava (1999) present the Big Five provides a descriptive
taxonomy that organizes the myriad natural-languages and scientific
trait concepts into a single classificatory framework .
There is belief that the Big Five dimensions have substantial
genetic basis (Loehline, McCare, Costa & John, 1998).
Digman and Inouye (1989) state the domain of personality of
personality descriptors is almost completely accounted for by five
robust factors
Usage of Big Five for researchMost research on Big Five has been
done based on self-reports and peer ratings (John & Srivastava,
1999).
Chamorro-Premuzie, Furnham and Lewis (2007) used NEO-FFI
personality inventory in their study in order to investigate on 221
British medical students (both female and male, with range age
between 20 to 28, on average 22.67 years old) in UK.
They found that Emotional stability, Openness to Experiences,
and Agreeableness were associated with deep approach to learning,
and they were negatively related to the surface approach. Shokri,
Kadivar, Valizadeh and Sangari (2007) used Big Five Factor
Inventory in their study in order to investigate on 419 university
students (both female and male) in IranHu (2004) used Big Five
Personality Questionnaire in his study in order to investigate on
379 students of hospitality education (both female and male, with
age range 19 to 25, on average 20.88 years old) in Taiwan.
Its factors reliability in his study were found .61 for
Extraversion, .80 for Openness to experiences, .85 for Neuroticism,
.82 for Agreeableness, .81 for Conscientiousness.
He found that different dimensions of Big-five personality
traits were positively related to learning motivation, and Openness
to experiences is more greater than other dimensions.
Moreover, he found that Openness to experiences and
Conscientiousness could be as predicators of learning
performance.