Review of 6 articles

The big five personality dimensions an job performance S.Rothmann& E.P. Coetzer Emotional connection of consumer personality trait with brand personality traits: theoretical considerations- Elenora Seimiene Personality tests for salesforce selection- worth a fresh look- Seymour Adler How brand personality affects products with different involvement levels- Plavini Punyatoya The importance of corporate brand personality traits to a successful 21st century business- Kevin Keller & Keith Richey

The 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 PERFORMANCE S ROTHMANN E P COETZER SA JOURNAL OF INDUSTRIAL PSYCHOLOGY, 2003, 29 (1), 68-74

ABOUT THE STUDY

The 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 fivefactor 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.

ANALYSIS

The 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 performance

LIMITATIONS

Predictive validity design was not used Not generalized to Male population The results may not be generalized to other than pharmaceutical settings.

CONCLUSION

The 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 SEIMIENE
ECONOMICS AND MANAGEMENT:

2012, 17(4)

ABOUT THE STUDY

This 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 PERSONALITY

Despite 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 image Perception of typical consumer

Brand image has 2 dimensions: Rational and Emotional. Rational brand image consist of functional characteristics Emotional brand image results in emotional connection between consumer & brand. Product personality was first described by Martineau (1957) to define nonmaterial 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 SCALE

o

J.Aaker (1997) identified 5 dimensions consisting of 42 traits 1. Sincerity 2. Excitement 3. Competence 4.Sophistication 5.Ruggedness

Geuens et al (2009) developed a scale with 5 factors with 12 traits Activity Responsibility Aggressiveness Simplicity Emotionality Both the scales have been used in various studies

CONSUMER 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.N Extraversion, Neuroticism, Agreeableness, Openness to experience and Conscientiousness

CONGRUENCE BETWEEN BRAND AND

CONSUMER PERSONALITIES

The connection is mainly perceived in 2 ways: Identic Approach Differential 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

PERSONALITY

C1: Main Traits

B1: Main Traits

C2: Complementary Traits B2: Complementary traits

Basis for emotional connection

DIFFERENT SITUATIONS FROM THE PROPOSED

MODEL

1. C1= B1 & C2 = B2 2. C1= B1 & C2 B2 Consumer chooses the brand 3. C1 B1 & C2 = B2 Consumer rejects the brand 4. C1 B1 & C2 B2 Consumer rejects the brand

Consumer chooses 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 LOOK SEYMOUR ADLER REVIEW OF BUSINESS; SUMMER/FALL 1994;16,1.

INTRODUCTION

Guion & 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 TEST
The Big Five

Extraversion, 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. Affiliation Potency Achievement Adjustment Intelligence Locus of Control

Explanatory style

Seligman & Schulman (1986) found this trait related to productivity & sales performance. Model of learned helplessness A 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 irritabilityimpatience 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 Flexibility Spiro & Weitz,(1990) demonstrated a theory driven approach likely to be theoretically & practically meaningful.

Self- monitoring Empathy Locus of Control

Androgyny

LIMITATIONS

Candidates 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.

CONCLUSION

The 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 LEVELS PLAVINI PUNYATOYA EUROPEAN JOURNAL OF BUSINESS

& MANAGEMENT

INTRODUCTION

Brand 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 PRODUCTS

High 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 preference

2. 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 IMPLICATIONS

Positive 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 BUSINESS KEVIN KELLER & KEITH RICHEY BRAND MANAGEMENT VOL14, NOS1/2,74-81 SEPT-NOV 2006

INTRODUCTION

Competition 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 PERSONALITY

A 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 TRAITS

Aaker examined brand personality in 5 main clusters: 1. Sincerity 2. Excitement 3. Competence 4. Sophistication 5. Ruggedness

CORPORATE IDENTITY MIX

Three core dimensions of the Corporate identity mix given by Balmer et al (1999); Hatch & Majken,(2001), is: Soul Mind voice

CORPORATE PERSONALITY TRAITS

Creative
Collaborative Passionate

Compassionate

Agile

Disciplined

Body Heart Mind

Fig: Corporate personality traits

CORPORATE PERSONALITY TRAITS

The 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. Heart Mind Body

CONCLUSION

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 PERSONALITY SEYED HOSSEIN FAZELI ASIAN SOCIAL SCIENCE VOL. 8, NO. 2; FEBRUARY 2012

ABOUT THE STUDY

The study aims to explore the current studies regarding nature of five dimensions of personality, its application, its limitations, and the other related characteristics

ASSESSMENT OF PERSONALITY

There 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 were Extraversion/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 5

Extraversion 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 FIVE

Since 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 FIVE

Many 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 high John 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 RESEARCH

Most 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 Iran

Hu (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.