The Effect of Personality on Purchase Decisions Based on New Freud's Theories and Behavioral Theory in Mashhad

Document Type: Original Research


1 Department of Management and Economy, Faculty of Literature and Humanities, University of Mohaghegh Ardabili, Ardabil, Iran

2 Faculty of Business Management, European University of Cyprus, Nicosia, Cyprus


This research is conducted to study the effect of personality on purchase decision of domestic and foreign consumers in order to predict the consumer’s purchase decision. This is a survey studied the relationship between variables through statistical tests and structural equations method. Data were collected by the standard questionnaire of ‘measuring the behavior of buyers and consumers’ including 36 items; the questionnaire validity and reliability was verified. Research variables are the standard questionnaire items in two questionnaires and 9 classes of variables. Research statistical population included all buyers visiting Proma Hypermarket and Padide shopping center in Mashhad in 2015. The research used a two-stage cluster sampling method. 280 buyers visiting the shopping centers were systematically and randomly selected as research sample at the given time period. Research results showed that there is a statistical, significant relationship in racist and bias motives, social character, compatibility with others, and domination with purchase decision of the buyers at Proma and Padide. Results of structural equations showed that components of racist motives, bias motives, social personality, uniqueness, personal initiative, adjustment, neutrality, and dominancy significantly contribute in purchase decision model; while, mandatory incentives are insignificant.


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