Econometric assessment of customers’ personality biases and communication preferences correlation

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dc.contributor.authorKostelić, Katarina
dc.contributor.authorKrižman Pavlović, Danijela
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2018-09-10
dc.date.accessioned2018-09-13T08:33:33Z
dc.date.available2018-09-13T08:33:33Z
dc.description.abstractThe tendency of bias identification and quantification with the goal of better estimation and prediction, grows. The purpose of this paper is to question how deep analysis is necessary to increase prediction of communication preferences given the customer’s personality traits/biases. Examined communication preferences regard to the communication approach, language use and information sharing. This paper offers a psychometric assessment of the personality estimates and traits, as well as econometric examination of correlation to consumer first-choice communication preferences using linear logit model with binomial dependent variable. The results point out that the more detail analysis provides more accurate predictions, to the point where estimators as regressors for communication choices provide more accurate prediction than the use of the personality traits as independent variables. Paper delivers empirical assessment of consumers’ communication preferences using primary data set. Practical implications relate to the use of the findings in communication with consumers in online and/ or digital marketing communication. One of the possible practical use of the results can be as an input for the recommendation agents. Theoretical implications of the findings request questioning the use of the personality traits as an interim stage in decision-making predictions. In addition, these findings fill the gap in the field of communication preference based on personality traits and personality estimators. The data set has been previously used for the doctoral thesis research. For the purpose of this research, data was re-coded and analyzed using different approach, namely binomial logistic regression.en
dc.formattext
dc.format.extent14 strancs
dc.identifier.doi10.15240/tul/001/2018-3-009
dc.identifier.eissn2336-5604
dc.identifier.issn1212-3609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/26634
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectpersonality traits/biasesen
dc.subjectlogistic regressionen
dc.subjectconsumer decision-makingen
dc.subjectcommunication preferencesen
dc.subject.classificationC35
dc.subject.classificationD91
dc.subject.classificationM31
dc.titleEconometric assessment of customers’ personality biases and communication preferences correlationen
dc.typeArticleen
local.accessopen
local.citation.epage154
local.citation.spage141
local.facultyFaculty of Economics
local.filenameEM_3_2018_09
local.fulltextyes
local.relation.abbreviationE+Mcs
local.relation.abbreviationE&Men
local.relation.issue3
local.relation.volume21
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