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Consumer personality factors and iPhone consumption in China


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Sun, G, Li, J, Cheng, Z, D'Alessandro, S ORCID: 0000-0001-7480-232X and Johnson, L 2020 , 'Consumer personality factors and iPhone consumption in China' , Journal of Consumer Behaviour , pp. 1-9 , doi: 10.1002/cb.1899.

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The iPhone is an iconic brand in China. In this article, we examine the impact of various personality factors, namely attention to social comparison information, need for uniqueness and quality consciousness, on purchase intentions for the iPhone among a sample of iPhone owners as well as non‐iPhone owners. We find that intention to purchase an iPhone in China is driven by personality factors of attention to social comparison, the need for uniqueness along with the decision‐style of quality consciousness. Our model shows intent explains iPhone ownership quite well, especially when income is included in the model.

Item Type: Article
Authors/Creators:Sun, G and Li, J and Cheng, Z and D'Alessandro, S and Johnson, L
Keywords: personality, iPhone, China
Journal or Publication Title: Journal of Consumer Behaviour
Publisher: John Wiley & Sons Ltd.
ISSN: 1472-0817
DOI / ID Number: 10.1002/cb.1899
Copyright Information:

© 2020 John Wiley & Sons LtdThis is the peer reviewed version of the following article: Sun G, Li J, Cheng Z, D'Alessandro S, Johnson L. Consumer personality factors and iPhoneconsumption in China. J Consumer Behav. 2020;1–9, which has been published in final form at This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions."

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