The Big Five Dyad Congruence and Compulsive Buying: A Case of Service Encounters

Fayaz Ali, Muhammad Zubair Tauni and Ayaz Ali
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Fayaz Ali: Shenzhen University [Shenzhen]
Muhammad Zubair Tauni: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Ayaz Ali: Xjtu - Xi'an Jiaotong University

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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. © 2022 Elsevier Ltd

Keywords: Behavioral response; Compulsive buying; Consumption behavior; Interpersonal congruence; Management practice; Marketing; Pleasure enhancement; Research work; Social behavior; Stimulation enhancement; The Big Five (search for similar items in EconPapers)
Date: 2022
Note: View the original document on HAL open archive server: https://normandie-univ.hal.science/hal-04584719v1
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Published in Journal of retailing and consumer services, 2022, 68, ⟨10.1016/j.jretconser.2022.103007⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04584719

DOI: 10.1016/j.jretconser.2022.103007

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