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

Fayaz Ali, Muhammad Zubair Tauni and Ayaz Ali

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

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

Keywords: Compulsive buying; Interpersonal congruence; The Big Five; Pleasure enhancement; Stimulation enhancement (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s096969892200100x

DOI: 10.1016/j.jretconser.2022.103007

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