Impact of Personality Types on Consumer Decision Making Style

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Sneha Das¹ and Suhina Chatterjee² (Amity Institute of Psychology and Allied Sciences, Amity University, Kolkata, West Bengal¹ and Amity Law School, Amity University Patna, Rupaspur, Bihar²)

The aim of the present investigation was to explore the association between personality types and consumer decision-making style. For this purpose, total 122 participants (72 females & 50 males) aged between16-25 were selected from different colleges of Kolkata. Snowball sampling technique was used to collect the data. Introversion Scale by Mc Creoskey and Consumer Style Inventory by Kendall and Sproles were used to assess the personality type and decision-making style of the adolescents. A correlation design was used to find out the relationship between extrovert and introvert personalities with decision-making style. Our result supports our hypotheses that introvert personality positively associates with decision-making style and extrovert personality negatively associates with decision-making style. Further, our research also indicates that adolescents with having introvert personality type are good at their decision-making process as compared to extrovert personality.