EXTRAVERSION AND NEUROTICISM IMPACT ON DOMESTIC AND

FOREIGN PRODUCT PURCHASE INTENTION IN BEER INDUSTRY IN

LITHUANIA: MODERATING EFFECT OF CONSUMER ETHNOCENTRISM

A Thesis

Presented to the Faculty

of ISM University of Management and Economics

in Partial Fulfilment of the Requirements for the Degree of

Master of International Marketing and Management

by

Gabrielė Vaitkūnaitė

May 2020
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 2

Abstract
In a competitive market, which is full of product substitutes from various countries, it is crucial

to understand consumers rationale behind purchase decision making processes. One of ways

marketers can understand consumers and successfully tailor advertising messages is by

analysing consumer personality traits. Hence, this empirical research focuses on investigating

the relationship between extraversion and neuroticism personality traits with domestic and

foreign beer purchase intentions in Lithuania. What is more, this study extends previous

academic researches by testing a moderating effect of consumer ethnocentrism. 490 Lithuanian

consumers of beer, selected via convenience sampling, participated in the online study, where

CETSCALE and Big Five Inventory were employed to assess consumer personality traits,

consumer ethnocentric tendencies, and their impact on domestic and foreign purchase

intentions. In order to analyse the data gathered, Cronbach’s alpha and regression analyses

were performed. Findings of this research revealed that neurotic consumers are more willing

to choose domestic production, while extraverts prefer foreign made products. However, the

relationship between neuroticism and domestic purchase intention is present only in cases,

when consumers also share ethnocentric tendencies, i.e. consumer ethnocentrism moderates

the relationship between neuroticism and domestic beer purchase intention. Consumer

ethnocentrism, on the other hand, had no impact on the relationship between extraversion and

foreign beer purchase intention.

Keywords: personality traits, extraversion, neuroticism, consumer ethnocentrism, purchase

intention, country of origin, CETSCALE, Big Five Inventory, beer market, Lithuania.
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 3

Table of Contents

Introduction .............................................................................................................................. 7
Relevance of the Research Topic ........................................................................................... 7
Research problem ................................................................................................................. 10
Goal and objectives .............................................................................................................. 10
Research design .................................................................................................................... 10
Thesis Sequence ................................................................................................................... 11
Literature review ................................................................................................................... 12
Consumer personality traits .................................................................................................. 13
The Big Five Personality Traits ........................................................................................... 14
Openness to experience .................................................................................................... 14
Conscientiousness ............................................................................................................. 15
Extraversion ...................................................................................................................... 16
Agreeableness ................................................................................................................... 16
Neuroticism ...................................................................................................................... 17
The Big 5 personality traits and consumer behaviour .......................................................... 18
The Big 5 personality traits and purchase intention ............................................................. 19
Extraversion, neuroticism, and purchase intention .............................................................. 21
Purchase intention ................................................................................................................ 22
Country-of-origin ................................................................................................................. 23
Country-of-origin role in domestic and foreign product purchase intentions ...................... 24
Country-of-origin and demographics ................................................................................... 25
Consumer ethnocentrism ...................................................................................................... 27
Consumer ethnocentrism and purchase intentions ............................................................... 28
Moderating effect of consumer ethnocentrism..................................................................... 31
Research Methodology .......................................................................................................... 33
Theoretical Framework ........................................................................................................ 33
Hypotheses ........................................................................................................................... 34
Context of the Study............................................................................................................. 37
Methodology ........................................................................................................................ 38
Methods of data collection ................................................................................................... 38
Research Design ................................................................................................................... 39
Questionnaire Structure ........................................................................................................ 40
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 4

Empirical research results .................................................................................................... 43

Cleaning the data .................................................................................................................. 43
Profile of the respondents ..................................................................................................... 43
Internal Consistency of Scales ............................................................................................. 45
Normality of data ................................................................................................................. 45
Correlation analysis .............................................................................................................. 46
Regression analysis .............................................................................................................. 47
Dependent variable – domestic product purchase intention ............................................. 48
Dependent variable – foreign product purchase intention ................................................ 55
Discussion................................................................................................................................ 59
Discussion of Findings ......................................................................................................... 59
Limitations of the Study ....................................................................................................... 62
Managerial Implications ....................................................................................................... 63
Suggestions for Further Research ........................................................................................ 64
Conclusion .............................................................................................................................. 65
References ............................................................................................................................ 66
Appendices ........................................................................................................................... 81
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 5

List of Tables

Table 1. Summary of the Questionnaire used in this study. .................................................... 41

Table 2. Profile of the respondents. ......................................................................................... 44

Table 3. Reliability of scales. ................................................................................................... 45

Table 4. Spearman's correlation of the variables. .................................................................... 46

Table 5. Significance of the independent variables. ................................................................ 49

Table 6. Regression analysis. Extraversion vs domestic purchase intention. .......................... 49

Table 7. Regression analysis. Neuroticism vs domestic purchase intention............................ 50

Table 8. Regression analysis. Extraversion and neuroticism vs domestic purchase intention.50

Table 9. Regression analysis. Extraversion vs domestic product purchase intention, and the

moderating effect of consumer ethnocentrism. ........................................................................ 52

Table 10. Regression analysis. Neuroticism vs domestic product purchase intention, and the

moderating effect of consumer ethnocentrism ......................................................................... 53

Table 11. Significance of the independent variables. .............................................................. 55

Table 12. Extraversion vs foreign product purchase intention. ............................................... 56

Table 13. Regression analysis. Extraversion vs foreign product purchase intention,

moderating effect of consumer ethnocentrism ......................................................................... 57

Table 14. Regression analysis. Neuroticism vs foreign product purchase intention,

moderating effect of consumer ethnocentrism. ........................................................................ 58

Table 15. Hypotheses tested in this study. ............................................................................... 58

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 6

Table of Figures

Figure 1. The conceptual model of the study. .......................................................................... 33

Figure 2. Statistical diagram of extraversion and neuroticism vs domestic product purchase

intention regression equation. .................................................................................................. 51

Figure 3. Relationship between neuroticism and domestic product purchase intention,

moderated by consumer ethnocentrism. .................................................................................. 54

Figure 4. Statistical diagram of neuroticism, consumer ethnocentrism (CE), and interraction

between neuroticism and CE vs domestic product purchase intention regression equation.... 55

Figure 5. Statistical diagram of extraversion vs foreign product purchase intention regression

equation. ................................................................................................................................... 56
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 7

Introduction

Relevance of the Research Topic

In today’s world, fast moving consumer goods market is full of various products, which satisfy,

perhaps, every specific customer need one can imagine. Dairy products market offers regular

dairy products, lactose-free options, plant-based products with wide taste selection; cosmetics

market provides consumers with hundreds of different options, suitable for various types of

skin, usable for different purposes and providing with huge set of different benefits; beverages

industry is fulfilled with sweet and tasty as well as sugarless drinks options, coming in various

sizes, either containing some level of alcohol or alcohol-free, etc. However, even if it seems to

be “consumer’s dream come true”, the reality is much more complicated. With the huge variety

of substitute products available, retailers face difficulties when influencing consumers to buy

one product or another, whereas consumers also often experience “choice overload” - due to

hundreds of different options available, they find the decision-making process to be

complicated (McShane, Steen, and Tasa, 2017). To better distinguish products by benefits that

are appealing to the target audience, retailers must first identify their consumers, segmenting

them by sociodemographic (gender, age, education, income) and psychographic (personality

traits, attitudes, beliefs) variables (Gajanova, Nadanyiova, and Moravcikova, 2019).

Consumer personality traits (The Big five: openness to experience, conscientiousness,

extraversion, agreeableness, neuroticism) and their impact on consumer behaviour has been

researched quite extensively (Kassarjian, 1971; Mowen, 2000; Matzler, Kautler, and Bidmon,

2006). Nevertheless, consumer personality is a complicated subject, which can provide with

different outcomes, depending on the objects of study. Therefore, academics that are

researching relations between personality traits and consumer behaviour finds it useful to

continue research in the field (Solomon, 2005). Solomon (2005) claims that consumers tend to

choose products not for their functional characteristics but rather for the message, shared values
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 8

and beliefs that the product or the brand holds. What is more, products have become a form of

connection between human beings, who share similar view of life. Solomon (2005) claims that

these relationships between products and consumers assist in communicating the person’s

values, passions, and life moto to the rest of the world. However, they often create biases in

decision-making processes. Sometimes, consumers act impulsive, when they see an

unexpected promo offer; or contrary – make a thoughtful purchase decision without any

rationale behind. All these consumer behaviour patterns are very closely linked with consumer

personality traits (Solomon, 2005).

Although consumer psychology might predict decision patterns to purchase intentions, the

outcome can be significantly impacted by the level of consumer ethnocentrism (Yen, 2018).

Studies show that ethnocentric consumers make purchase decisions based on moral norms and

prefer domestic goods over foreign goods (Zalega, 2019), thus they generally are more

favourable towards local brands, while purchase intentions for foreign-made products are much

lower (Makanyeza, 2015).

Even though multiple studies have already examined the personality traits as well as

ethnocentrism in diverse contexts, there are several limitations and gaps in the research that still

need to be addressed further. First, consumer personality traits impact on purchase intention

has never been analysed in the context of alcohol market. Second, there is no available research

that would examine the impact of consumer ethnocentrism on the relationship between

consumer personality traits and purchase intention, and how it changes with various levels of

ethnocentrism. Finally, even if there exists some empirical research on personality traits impact

on local and global brands purchase intentions, results vary significantly for different countries

and different industries.

This study aims to analyse the topic of consumer personality traits – extraversion and

neuroticism, their impact on consumer behaviour, namely willingness to buy local and foreign
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 9

beer products in Lithuania, and how this relationship changes, if at all, when consumer

ethnocentrism is introduced to the equation. Academic researchers, who analysed similar

relationships, discovered that consumer personality traits do indeed have an impact on

consumer buying behaviour (Zabkar, Kalajdzic, and Diamantopoulos, 2017; Tan, 2016; Smith,

2015; Siddiqui, 2016). However, purchasing behaviour differs between countries, industries,

consumer demographic groups, and personality traits. Several of the most important studies for

the current research paper discovered that extraversion as well as neuroticism personality traits

can significantly influence consumer preferences for domestic and foreign brand purchase

intentions (Fujiwara and Nagasawa, 2015; Zabkar et al, 2017; Bizumic, 2019). Extraversion

was found to be a moderate predictor of consumer buying intentions, however academic

research lacks extensive studies in comparison between domestic and foreign preferences.

Taking all the above-mentioned reasons into account, the current research focuses only on two

personality traits – extraversion and neuroticism impact on domestic and foreign beer purchase

intentions. What is more, as local product preferences might be influenced by domestic bias,

moderating variable - consumer ethnocentrism - is included to the study to evaluate if the

presence of ethnocentric tendencies weaken or strengthen the overall relationship between

independent and dependent variables, if at all.

This study contributes to existing academic literature by determining Lithuanian consumers

personality traits, their ethnocentric tendencies and country of origin preferences for beer

beverages.
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 10

Research problem
What is the effect of extraversion and neuroticism on domestic and foreign brand purchase

intentions, when moderated by consumer ethnocentrism in beer industry in Lithuania?

Goal and objectives

The goal of this research is to analyse the impact of consumer personality traits (extraversion

and neuroticism) and consumer ethnocentrism with regards to domestic and foreign beer

product purchase intentions in Lithuania, and to find out if different consumer personality traits

and various levels of consumer ethnocentrism have different effect on domestic and foreign

beer beverage purchase intention in Lithuania.

To reach the goal of the thesis, following objectives are drawn:

 To analyse the academic literature used in this research and discuss relationships

between consumer personality traits (extraversion, neuroticism), consumer

ethnocentrism, and local and foreign product purchase intentions;

 To develop the conceptual model and methodology for researching the relationships

between extraversion, neuroticism, consumer ethnocentrism, and local and foreign

product purchase intentions;

 To perform an analysis of observed personality trait and consumer ethnocentrism

tendencies among Lithuanian consumers and evaluate impact of the variables on

domestic and foreign beer purchase intentions.

Research design
This empirical study uses descriptive quantitative research method in order to investigate the

effect of extraversion, neuroticism, and consumer ethnocentrism on consumer intentions to

purchase domestic and foreign-made products within a population. This particular type of

research is chosen because there is an extensive amount of academic literature existing in the

context of personality traits and consumer ethnocentrism, as well as scales developed and tested
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 11

for each concept. Therefore, it enables a researcher to construct a reliable study. Self-

administrative questionnaires are built based on previous research and distributed via online

survey instrument. Beer beverages product sector in Lithuania has been chosen to be used as

the context in this study.

Thesis Sequence

The sequence of the Thesis is organised as follows: firstly, academic literature of concepts

relevant for the study is reviewed in the Literature Review. In this section, the current state of

knowledge about consumer personality traits, consumer ethnocentrism, and their connection

with consumer behaviour – purchase intention of domestic and foreign made products is clearly

defined based on prior research. The central research question and problem definition are also

presented. Second, the empirical research is carried out. It consists of measuring participants'

personality traits, level of consumer ethnocentrism, as well as their intentions to purchase beer

products produced in Lithuania and imported from foreign countries. Finally, obtained data is

measured, evaluated and discussed. Managerial implications, limitations of the study, and

suggestions for further research are presented.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 12

Literature review
This research focuses on consumer personality traits and consumer ethnocentrism effect on

purchase intentions with respect to different countries of origin. Therefore, this section of the

research paper is dedicated to reviewing existing academic literature in consumer personality

traits, consumer ethnocentrism, COO, and their relationship with purchase intentions of beer

beverages.

Philip Kotler once told: “Marketing’s future lies in database marketing, where we know enough

about each customer to make relevant and customized offers to each” (n.d.). Although

marketing practices had been noticed back in ancient times, when trade of goods developed, it

was not until early of the 20th century for marketing concept to emerge (Keith, 1960). Robert

Keith, who is commonly referred to as the pioneer in the marketing discipline in the business,

was the first to point out the cruciality of consumer role played in driving business to success

(1960). He called attention to a critical drawback of businesses’ attitude those days – lack of

customer centricity and its impact on companies’ wealth (Keith, 1960). It did not take long for

other academics and marketers to grasp Keith’s idea and focus on consumer behaviour

(Lancaster, 1966). With the rise of consumer research, academics studied and found hundreds

of factors that could be relevant for marketers, when tailoring their communication to target

segments. Kotler and Amstrong (2010) summarized those factors into 4 major clusters:

psychological (motivation, perception, learning, beliefs and attitudes), personal (age and life-

cycle stage, occupation, economic situation, lifestyle, personality and self-concept), social

(reference groups, family, roles and status), and cultural (culture, subculture, social class).

While all those factors are important and can provide different insights for the marketers, this

study is focused on psychological and personal factors. Therefore, further sections of the

literature review will give an outlook of previous academic research in the field of country of

origin research with respect to personal factors, as well as consumer personality traits and their
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 13

impact on consumer behaviour, and consumer ethnocentrism and its impact on consumer

behaviour with regards to domestic and foreign products purchase intentions.

Consumer personality traits

Research of personality is as old as the humanity itself. Various sources claim that personality

research dates back to Ancient Greece times, when Hippocrates proposed a first-ever model to

measure human temperament (Kalachinis and Michailidis, 2015). Although the model was

developed for medical purposes, it provided a very good base for further development of

personality-directed research models, which have been originated ever since (Boyle, 2010).

Scientists as well academics have always been interested in what makes us - us, and how this

information can be used for various purposes, including consumer behaviour research (Matzler

et al, 2006; Ranjbarian, 2013; Karbasi, 2014). As consumer behaviour research is self-

suggestive to be science about consumers, understanding their unconscious decision-making

processes through analysis of personality can be very insightful (Myers et al, 2010).

With the rise in research of human personality, scientists noticed some patterns in human

behaviour, which tend to be shared across relatives or people with similar background and from

similar environment (Soto, 2018). However, for many years, personality research lacked a

taxonomy and thus, every academic was clustering humans by their behaviour and differences

in numerous different ways (John, 1989).

The foundations for personality traits taxonomy can be traced back to 1936, when Allport and

Odbert conducted a lexical study and collected all words in English that would describe human

personality (Goldberg, 1990). The authors have listed approximately 18,000 words and

grouped them into four clusters: 1) personality traits, 2) temporary states, 3) judgements and

4) physical characteristics (John et al, 2008). The cluster with personality traits contained

around 4,500 words and served as a basis for all further attempts to build a taxonomy

(Goldberg, 1990). A couple of years later, British and American psychologist Cattell has
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 14

further studied Allport’s collected personality traits descriptors, developed and tested

numerous scales, looked for correlations and claimed to have found a number of factors,

describing every human being (Goldberg, 1990). However, later studies showed that there are

only 5 factors that tend to be shared across people: 1) openness to experience (or intelligence),

2) conscientiousness, 3) extraversion, 4) agreeableness, and 5) neuroticism (or emotional

stability) (OCEAN), and all together are called The Big Five Personality Traits (Goldberg,

1990).

The Big Five Personality Traits

According to Soto (2018), a personality trait is “a characteristic pattern of thinking, feeling, or

behaving that tends to be consistent over time and across relevant situations”. Each personality

trait has a set of attributes that characterise human behaviour and, varying in levels of exposure,

can describe any human being (Soto, 2018).

Although these five personality clusters might seem clear from the first glance, due to their

broad meaning, each of the is described separately below.

Openness to experience
“Openness to Experience (vs. closed-mindedness) describes the breadth, depth, originality, and

complexity of an individual’s mental and experiential life” (John and Srivastava, 1999). In

other words, people, who score high on openness to experience, are original, curious, have

active imagination and highly appreciate artistic experiences (John and Srivastava, 1999). In

the context of consumer behaviour, consumers that are open to experiences are often found to

be more likely to experiment and purchase various unknown products than consumers, who

share other personality traits (Fujiwara and Nagasawa, 2015; Lu and Chen, 2017). This group

of consumers is rarely influenced by domestic country bias (Huxley et al, 2015; Bizumic, 2019)

and instead, is much more likely to perceive global brands more favourably (Zabkar et al.

2017). Previous academic research explains such behaviour as a response to international

brands’ promises that serve expectations of consumers that are intelligent - extraordinary
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 15

experiences with global brands’ products (Zabkar et al. 2017). Closed-minded people, on the

other hand, are historically found to have a prejudice, which prevents them from a reasonable

evaluation of product alternatives (Huxley et al., 2015). What is more, previous studies show

that closed-minded consumers tend to be more favourable towards their ingroup, thus when

deciding between domestic and foreign product purchase, they are expected to choose domestic

products more frequently than compared to foreign alternatives (Huxley et al., 2015).

Conscientiousness
“Conscientiousness describes socially prescribed impulse control that facilitates task- and goal-

directed behaviour, such as thinking before acting, delaying gratification, following norms and

rules, and planning, organizing, and prioritizing task”. (John and Srivastava, 1999).

Conscientious people are dedicated, reliable, self-disciplined, and mature (Goldber, 1990).

Therefore, they are expected to be collecting product-related information prior making

purchase decision (Ebrahimi et al., 2019). Academic literature suggests that conscientious

consumers are highly price sensitive (Zabkar et al., 2017), therefore, it could be expected that

such people would pay less attention to product’s country of origin and instead, would focus

on intrinsic and extrinsic attributes that are of higher importance to them. However, previous

studies discovered that there exists some correlation between highly conscientious consumers

and their exposure to consumer ethnocentrism, which in turn proposes a possibility for their

preference for domestically produced goods (Zabkar et al., 2017). Nevertheless, neither direct

relationship between conscientiousness and consumer purchase intentions has ever been tested,

nor the discovered indirect relationship together with assumptions is strong enough for the

results to be generalizable. As pointed out by Zabkar et al (2017), impact of conscientiousness

together with other personality traits on domestic and foreign product purchase intention may

vary depending on product category as well as domestic country of interest.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 16

Extraversion
“Extraversion implies an energetic approach toward the social and material world and includes

traits such as sociability, activity, assertiveness, and positive emotionality” (John and

Srivastava, 1999). Introverts, on the other hand, are often seen pessimistic, unfriendly, silent

and lethargic (Goldberg, 1990).

Previous academic studies that aimed at evaluating extraversion impact on domestic country

bias concluded that this personality trait is negatively correlated with unreasonable preference

for domestic production (Zabkar et al, 2017), therefore, extraverts are expected not to base their

purchasing decision solely on this extrinsic product attribute (Symmank, 2019). What is more,

studies show that due to natural extraverts’ propensity to communicate with others, they are

likely to engage in conversations with sales assistants and seek for information about products

of interest (Zabkar et al, 2017). Such information collection is also known as bottom-up

information process approach, which is dominant among low ethnocentric consumers

(Supphellen and Ritternburg, 2001). Likewise, the outcome for introverts would be exactly the

opposite (Supphellen and Ritternburg, 2001). While further elaboration on the approach and

its connection with ethnocentrism is provided below, at this point it is important to note that

summarizing and concluding the findings from previous studies, consumers who score low on

extraversion, i.e. are introverts, are much more likely to be intending to purchase domestic

products than compared to extravert peers. Contradictory to this expectation, Whelan and

Davies (2006) discovered that extraverts report more frequent preferences for national labelled

products rather than corporately (global) labelled ones. As consumer behaviour research lacks

more extensive investigation of personality traits impact on consumer purchase intentions of

domestic as well as foreign brands, the generalizability of previous discoveries is ambiguous.

Agreeableness
“Agreeableness contrasts a prosocial and communal orientation towards others with

antagonism and includes traits such as altruism, tender-mindedness, trust, and modesty” (John
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 17

and Srivastava, 1999). Agreeable people tend to be honest and generous, while those, who

score low on agreeableness scale, are described as aggressive, greed and dogmatic (Goldberg,

1990).

Available research papers in consumer behaviour suggests that there is no direct link between

agreeableness personality trait and product purchase intention (Fujiwara and Nagasawa, 2015;

Zabkar et al, 2017). Nevertheless, due to their natural tendency to please others, agreeable

consumers take into consideration the opinion of others, when deciding what product to

purchase (Whelan and Davies, 2006). Imeh (2015) also supports the claim by discovering that

agreeableness personality trait is the strongest predictor of buying behaviour. His findings are

in line with those of other academics, who studied and proved that agreeableness is correlated

with compulsive behaviour (Mowen, 2000; Siddiqui, 2016). Interestingly, both Imeh (2015)

and Siddiqui (2016) discovered that agreeableness is the only personality trait that is proved to

influence brand loyalty. Summing up, even if agreeableness may not predict consumer

purchase intentions in the short term, it is a strong predictor of consumer behaviour in the long

run.

Neuroticism
“Neuroticism contrasts emotional stability and even-temperedness with negative emotionality,

such as feeling anxious, nervous, sad, and tense” (John and Srivastava, 1999). People, who

score high on neuroticism, are usually depressed, worried, get stressed very easily (John and

Srivastava, 1999).

Consumers, who share neuroticism personality trait, are usually very risk averse and thus, they

will do everything to reduce uncertainty (Zabkar et al, 2017). For marketers it means that

neurotic consumers will do an in-depth research of products that they are interested in, thus, to

capture this segment of customers, marketers must be well-prepared. What is more, academic

studies suggest that neurotic consumers tend to identify themselves within in-groups, which in
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 18

turn leads to more favourable attitude towards domestically produced goods and hence, more

reluctance to engage in foreign products purchases (Zabkar et al, 2017). In the study conducted

by Zabkar et al (2017), neurotic consumers proved to be biased towards domestic country

production and thus, authors claim that neurotics are much more likely to be intended to choose

domestically produced brands over global brands. Nevertheless, authors also note that results

may differ from country to country because both domestic production as well as perception of

foreign products may vary (Zabkar et al, 2017).

The Big 5 personality traits and consumer behaviour

Ever since the acceptance of the Big Five general applicability to humanity, many academics

have used the model to test human unconscious mind impact on their behaviour (Guerrero et

al, 2014). Academic literature on consumer personality traits claims that human personality

influences and can predict consumer tendency to be loyal to their favourite brands (Smith,

2015), preference for products country-of-origin (Zabkar et al., 2017), and other factors that

can be important for marketers.

In 2011, Schaefer et al. conducted a study to test how favourite brands activate consumers’

brain. To perform the study, authors showed several well-known chocolate brands to the study

participants and measured changes in their reward-sensitive brain areas (Schaefer et al., 2011).

The findings of the study showed that brain of consumers, who score high on extraversion and

neuroticism, release dopamine in the event of confrontation with their favourite chocolate

brand, therefore, it can be claimed that extraverts and neurotics’ brand loyalty is the result of

their brain functions (Schaefer et al., 2011). Findings from other academic research suggests

that consumer loyalty to brands can be correlated with their level of agreeableness (Siddiqui,

2016, Smith, 2015), conscientiousness (Smith, 2015), introversion (Smith, 2015). Despite the

fact that brand loyalty is every marketer’s aspiration, it is only the final product of consumer
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 19

willingness to buy the brand at all, thus it is important to understand what factors drive

consumer purchase intention, which in turn could lead to brand loyalty.

The Big 5 personality traits and purchase intention

The influence of personality traits on product purchase intention is investigated in various

industries (Mowen, et.al. 2009; Fujiwara and Nagasawa, 2015) and from various perspectives

(Tan, 2016; Smith, 2015; Pelau et al., 2018).

Previous academic literature suggests that some consumers possess more importance to

product evaluation and information search prior product purchase than others (Smith, 2015).

For example, introverts prefer facts-based decision-making processes, and thus are less likely

to make impulsive buying decisions (Pelau et al., 2018). Similarly, consumers, who score high

on conscientiousness, tend to be careful and prepared for any upcoming, therefore they also

evaluate all available product cues prior the purchase decision (Smith, 2015; Pelau et al, 2018).

Consumer personality traits impact not only to the pre-purchase behaviour, but also to their

actions and feelings after the purchase is made (Zulkarnain et al., 2018). Research shows that

in the events, when consumers are not satisfied with the goods they have purchased, they

experience post-purchase regret (Creyer and Ross, 1999). It is especially significant in the

cases, when consumers do not put enough effort into researching the goods they are about to

buy (Creyer and Ross, 1999). Nevertheless, the level of post-purchase regret being experienced

varies depending on consumer personality (Zulkarnain et al., 2018). The study conducted by

Zulkarnain et al. shows that consumers, who score high on conscientiousness, are significantly

exposed to post-purchase regret, when they are not satisfied with their decision (2018). The

finding is somewhat related to the overall tendency of conscientious consumers to pay more

attention to details and thus, is self-suggestive to affect these people more than others, who

share different personality traits (Zulkarnain et al., 2018). What is more, Zulkarnain et al. have

also discovered that people, who score high on extraversion, tend to be affected by the post
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 20

purchase regret almost as much as conscientious consumers (2018), and it happens quite often

as these consumers are often found to be impulsive buyers (Pelau et al, 2018). These findings

suggest that together with other product cues, country of origin information might play an

important role for introverts, conscientious and open consumers in their product purchase

decision making process.

Personality traits of consumers are found to be linked with individual levels of consumer

ethnocentrism - tendency to prefer domestic production over foreign (Huxley et al, 2015;

Bizumic, 2019). In a study, conducted by Huxley et al., the authors tested individual levels of

openness to experience and ethnocentrism of students from Australian university and found a

strong negative correlation between the two, i.e. the lower one’s imagination, artistic interests,

emotionality, adventurousness, intellect, and liberalism levels are, the more consumer

ethnocentric the respondents are (Huxley et al, 2015). A study published by Bizumic (2019)

also consents the findings, discovered by Huxley et al, and claims that levels of ethnocentrism

are indeed influenced by biological factors. What is more, Bizumic found that consumer

ethnocentrism can be explained not only by consumer level of openness but also by their

tendency to share agreeableness factor (Bizumic, 2019). Correlation between the other three

personality factors (extraversion, conscientiousness, and neuroticism) and consumer

ethnocentrism seems to be weaker in the study, but it suggests that conscientious consumers

can also be somewhat ethnocentric due to their preference for right principles and order

(Bizumic, 2019). What is more, Bizumic found that introverts tend to be more exposed to

consumer ethnocentrism than extraverts, however, the relationships are weak thus it might not

be generalizable for this factor of the Big 5 personality traits (Bizumic, 2019). These

relationships between personality traits of consumers and consumer ethnocentrism suggest that

openness to experience as well as agreeableness shall have a significant impact on consumers

preference for domestic over foreign brand purchase intention.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 21

A study published by Zabkar et at. (2017) also supports the claim that consumer personality

traits have an impact on domestic and global brand purchase intentions. In their research,

Zabkar et al. analysed domestic and global brand purchase intentions of citizens from four

different countries (2017). While their findings show that extraversion, neuroticism,

conscientiousness and openness to experience indeed have an impact of preference for either

domestic or global brands, their study captured differences among those countries. The findings

reveal that what is true for one country it might not be applicable at all to another, thus in the

case of personality traits study, it is important to be country specific (Zabkar et at., 2017).

Therefore, for the purpose of this study, the research is performed only in one country -

Lithuania.

Extraversion, neuroticism, and purchase intention

Although the Big five model is constructed from five personality trait groups, previous

academic research proves that not all of them play a significant role when determining

preference for domestic product purchase over foreign product purchase, or vice versa (Huxley,

2015; Zabkar et al, 2017; Bizumic, 2019). While every personality trait is found to have an

effect on country of origin preference when testing consideration to purchase products at least

once, only openness to experience, extraversion, conscientiousness, and neuroticism are to be

generalizable over studies, i.e. there is very little proof that agreeableness would have a direct

impact on consumer purchase intentions, when testing for country of origin effects (Zabkar et

al, 2017; Bizumic, 2019).

Across consumer behaviour studies, openness to experience is the most commonly analysed

personality trait. Consumers that are open to experiences, are found to be more willing to buy

products from various categories across industries, than compared with any other personalities.

Conscientiousness relationship with consumer purchase intentions is also well analysed in

academic literature. Differently from consumers, who are open to experiences, conscientious
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 22

consumers tend to give a second thought before making a decision to purchase, thus their

intentions to purchase various products from different categories are much less frequent than

ones’ that are open to experiences (Zabkar et al, 2017; Zulkarnain et al 2018; Pelau et al, 2018;

Bizumic, 2019). While openness to experience and conscientiousness personality traits are

extensively documented in academic research on consumer behaviour, extraversion and

neuroticism requires more attention in order to understand consumer behaviour patterns.

Extraversion and neuroticism are two very different types of personalities. Neurotic consumers

tend to look for products that they already are familiar with or for brands that they trust as it

reduces anxiety, while extraverts like novelties, excitement, sociability, thus their choices are

much more different from neurotic consumers’ (Casidy et al, 2007). Including two distinctive

characteristics into study should provide different results with respect to preferences for

domestic and foreign production. What is more, having on mind the extensiveness of openness

to experience and conscientiousness studies, it is worth to focus on the traits that do not hold

such wide track record of research in consumer purchase intentions. Therefore, for the purpose

of this study, only two consumer personality traits are employed to test their impact on

domestic and foreign beer product purchase intention: extraversion and neuroticism.

Purchase intention
Consumers engage in buying decision making processes almost every day. The process starts

with recognition of a need or a problem that needs to be solved, following by researching

information about potential solution, evaluating it among other existing substitutes, deciding

which one to go for and then actually purchasing the good (Kotler and Amstrong, 2010). The

process continues long after the actual purchase takes place, same as it starts quite in advance

before the purchase (Kotler and Amstrong, 2010). The period between evaluation of

alternatives and purchase of the solution can be referred to as purchase intention, which is

described as „the mental stage in the decision making process, where the consumer has
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 23

developed an actual willingness to act toward an object or brand“ (Emerald, 2015). Academic

researchers claim that consumer purchase intention can be influenced by hundreds of different

factors, grouped to intrinsic attributes, extrinsic attributes, consumer attitudes, subjective

norms, and demographic factors (Cela and Cazacu, 2016). According to Brecic et al (2017),

intrinsic attributes is the basis for understanding drivers of purchase intentions as they present

physical part of a product (for example, taste) and help consumers evaluate quality of the

product. Extrinsic attributes, on the other hand, are also product-related but are not a part of it.

Instead, extrinsic attributes can act as added value, since they mostly refer to brand, price or a

country of origin (Brecic et al, 2017). While for some product categories extrinsic information

might not be as important as intrinsic information, in food sector it plays a crucial role (Fandos

and Flavian, 2007). When a consumer is about to engage in purchase decision making process

for a food or beverage product category, which he/she has never bought before, intrinsic

attributes are barely of any use as consumer cannot determine quality of food or drink he/she

has never tasted before (Symmank, 2019). In such cases, consumers tend to rely on extrinsic

product information like product appearance, brand or country of origin (COO) (Symmank,

2019). Prior research shows that consumers do not form expectations for intrinsic attributes

based on extrinsic information, thus consumer purchase intentions might change in the post-

purchase behaviour (Arvola et al., 1999). Nevertheless, other studies claim that information

like country of origin might bias consumer perception of intrinsic factors (Wansink and Park,

2002), thus it is important to study COO effect on purchase intentions and understand how

consumers in a given country behave when deciding which product to buy.

Country-of-origin
Since COO concept has been widely analysed and used in the academic literature, it is defined

in numerous different ways, applicable in various contexts. If described very basically, COO

is a country, where a product or service is produced, and with continuous globalization, it can
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 24

be referred to the country, where the main or additional parts of the product are manufactured,

where the product is assembled, where the design is made (Brookshire and Yoon, 2012), or

where the company’s headquarters are located (Ozsomer and Cavusgil, 1991). For example,

Apple indicates several COO on their products: the country, where the design is made

(California), and the country, where the product is assembled (China). Wang and Lamb (1983)

refer to the COO as the barrier to entry a foreign market, due to negative consumer attitudes

towards some countries of products’ origins (for example, China).

Country-of-origin role in domestic and foreign product purchase intentions

Several previous academic papers suggest that the country, where a product comes from, has a

significant impact on the product purchase intention (Schooler, 1965; Reierson, 1966;

Reierson, 1967). For example, in a study made by Schooler (1965), Guatemalan consumers’

choices were manipulated and analysed by using fictitious product labels, indicating different

countries, where the presented products were made in. The results show that consumers tend

to favour domestic products as well as products that are made in developed countries, while

products from less developed countries are much more rare choices (Schooler, 1965). Likewise,

Krishnakumar (1974) conducted a study to analyse consumer behaviour patterns in developing

countries. In his study, Krishnakumar tested how citizens from developing countries would

evaluate products (in terms of quality-associative factors) that were made in their own country

compared to products from USA. The findings of the research showed that consumers from

less developed countries assigned lower perceived quality to domestically produced goods

(Krishnakumar, 1974). What is more, Krishnakumar’s research results indicated that people,

who had some certain knowledge about the countries in the study, favoured different “made-

in” countries than those, who never travelled (Krishnakumar, 1974). Other studies also

confirmed that knowledge of the country that a product comes from, significantly shapes the

attitude towards it, either positively or negatively (Darling and Kraft, 1977). Nevertheless,
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 25

researchers, who conducted longitudinal country-of-origin effect studies, found that consumer

attitude toward certain production countries can change over time. In 1970 and 1977,

Nagashima investigated American and Japanese consumers’ attitudes towards domestic and

foreign made-in products. Study made in 1990 showed that American consumers favoured

domestically made products the most, while Japanese consumers preferred goods that were

made in Germany (Nagashima, 1970). Seven years later, after conducting a very similar

research, Nagashima found that country bias decreased and thus, perceived superior attitude

towards made-in USA products decreased (Nagashima, 1977).

Many academics explain COO bias as stereotyping (Schooler, 1965; Reierson, 1996), since

consumer preferences are mostly based on the stereotypes that people have about certain made-

in countries, rather than specific product group knowledge. In 1995, Keown and Casey

conducted a study to analyse factors that impact Northern Ireland consumers’ decision-making

process when choosing wine. Respondents of the study indicated that COO was the most

important feature when choosing which product to buy, and wines from France and Italy were

perceived as superior (Keown and Casey, 1995). Similarly, Bandara and Miloslava (2012)

studied consumer preference for domestic and foreign beer brands in Czech Republic.

Although their findings suggest that Czech consumers are equally favourable towards both

domestic and foreign beer brands, introduction of consumer ethnocentrism to the equation

changes everything (Bandara and Miloslaya, 2012). The findings of Bandara and Miloslava

research show that consumer preference for domestic beer brands is highly influenced by

consumer ethnocentrism, i.e. the more consumers are ethnocentric, the more likely they are to

choose domestic beer brands and be unfavourable towards foreign beer brands (2012).

Country-of-origin and demographics

In 1989, Hong and Toner conducted a study to evaluate importance of COO between female

and male consumers. Their findings did not support the hypothesis that females would pay
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 26

more attention to COO than male, as opposed to other researches like one done by Sharma et

al (1995), but rather concluded that COO is being used as a cue, indicating perceived product

quality, when the consumer is not very much familiar with the product group (Hong and Toner,

1989). In the meanwhile, studies examining the role of consumers’ age in the evaluation of

COO importance show that younger and older consumers’ behaviour differs (Schaefer,

1997;) In her study, Schaefer revealed that older consumers pay more attention to a product’s

country of origin than younger ones (1997). Schaefer explains it as a result of older consumers’

reliance on various stereotypes and information attained throughout the life as well as inability

to keep up with new tendencies and information in the market (1997). Furthermore, scholars

suggest that older people tend to be more favourable towards domestically produced goods,

while young consumers are more cosmopolitan and thus, prefer foreign goods (Schooler, 1971;

McLain and Sternquist, 1991).

Education is also an important factor when determining the importance of the COO to the

consumers, when they are choosing between foreign and domestic products (Schooler, 1971;

Dornoff et al, 1974). In his study in 1971, Schooler was observing differences between national

and regional labelling on the same type of products (glassware). Results obtained from the

analysis were similar to those in other literature, nevertheless, it revealed another interesting

fact - better educated consumers were in favour of foreign products, while consumers, holding

little to no education tend to choose domestic products (Schooler, 1971). The later results were

also confirmed in another study, conducted by Dornoff et al (1974), where authors examined

consumers’ attitudes towards imported products. The analysis showed that respondents,

holding higher degree were much more in favour of imports than compared to those, who did

not obtain undergraduate or graduate degree (Dornoff et al, 1974).

Although demographics can describe consumer attitude towards foreign and domestic products

to some extent, broader analysis require attention on consumer psychographics. One of the
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 27

early researchers, who dig deeper into consumer psychology and aimed to understand if

consumers perceive the same products differently in terms of country of manufacturing, was

Hampton (1977). In his work, Hampton analysed how American consumers perceive products

made by American firms inside the country and outside of it (similar to Apple products’

manufacturing case). Results revealed that consumers perceive higher risk in choosing products

made outside US (even if they were made by American firms) than compared to domestic

production (Hampton, 1977). On one hand, it can be explained as simple preference for

domestically produced goods as the country itself possesses strong economic development. On

the other hand, it can be the result of prevalence of consumer ethnocentrism.

Since the current study aims to test different consumers’ preferences and willingness to buy

domestic and foreign beer products, it is crucial to evaluate consumer ethnocentric tendencies

and see if they have an impact on the relationship between customer personality traits and

product purchase intention.

Consumer ethnocentrism

It is widely assumed that general ethnocentrism concept dates back to 1906, when William

Graham Sumner named a “view of things in which one's own group is the centre of everything,

and all others are scaled and rated with reference to it” as ethnocentrism (Sumner, 1906).

Sumner notes that presence of ethnocentrism make people overrate their own group (in-group)

and distance from other groups (out-groups), genuinely believing that their own folkway is the

benchmark and status quo for others (Sumner, 1906).

Consumer ethnocentrism concept is something that evolved from general ethnocentrism theory

in psychology, when various consumer studies showed an interesting consumers’ tendency to

favour domestically produced goods, claiming that purchase of imported products is immoral,

hurts economy, and reduces job opportunities for American people (Shimp and Sharma, 1987).

What is more, such group of consumers not only refuse to buy foreign products, but also
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 28

strongly judge others, who act differently, thus such behaviour was quickly connected to

psychological ethnocentrism concept and applied to marketing studies, defining consumer

ethnocentrism as “the beliefs held by consumers about the appropriateness, indeed morality, of

purchasing foreign made products” (Shimp and Sharma, 1987). In other words, ethnocentric

consumers make purchase decisions based on moral norms and prefer domestic goods over

foreign goods (Zalega, 2019), thus they generally are more in favour for local brands, while

purchase intentions of foreign-made products are much lower (Makanyeza, 2015).

Shimp and Sharma (1987) not only defined consumer ethnocentrism, which is widely used by

many academics up to date, but also developed a measure scale - CETSCALE (Consumer

Ethnocentrism Scale) to evaluate consumers’ tendencies to favour domestically produced

goods. The need for such scale was identified after Shimp’s primary research in ethnocentrism

in 1984, where he tried to use scales developed by other, but found them too general and not

applicable for consumer studies (Shimp, 1984). Therefore, in 1987, Shimp and Sharma

developed a consumer ethnocentrism dedicated scale, which (with some adjustments) is being

used even nowadays (Guerrero et al, 2014).

Consumer ethnocentrism and purchase intentions

Since consumer ethnocentrism can highly influence consumer purchase intentions, the concept

is widely popular in marketing research studies (Brown and O’Cass, 2006). Similarly to

country of origin studies, consumer ethnocentrism tendencies in highly developed economies

are not so much surprising because those markets usually enjoy extensive supply of domestic

product alternatives like wine industry in Australia (Brown and O’Cass, 2006). Although

global wine industry is incredibly huge and there exists a lot of high-quality competitors,

especially from the countries that are traditionally seen as best wine producers (eg. Italy,

France), ethnocentric Australian consumers are much more favourable towards made-in-

Australia wines (Brown and O’Cass, 2006), which are also known for its good quality (Porter
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 29

and Solvell 2010). Nevertheless, other studies show that ethnocentric consumers stay to their

commitment to local product even when foreign goods are a great deal better (Supphellen and

Rittenburg, 2001). In 2001, Supphellen and Rittenburg published an article, where they studied

consumer tendencies in less developed market (namely, Poland) and how ethnocentric

consumers act in the presence of more superior foreign goods. For the purpose of the study,

Supphellen and Rittenburg included 3 petrol stations into the questionnaires - one Polish and

two foreign, which in previous study were indicated as superior quality by Polish consumers.

Although products and services in foreign petrol stations were evaluated much higher,

ethnocentric consumers proved to be genuinely committed to domestic brand alternative,

providing benefits they acquire from choosing domestic brand, rather than indicating why they

would not choose foreign options (Supphellen and Rittenburg, 2001). Another study, published

by Maison and Maliszewski (2016), also investigated consumer ethnocentrism tendencies with

respect to products, which foreign brand alternatives are more quality than domestic

substitutes. Similarly to Supphellen and Rittenburg’s results, Maison and Maliszewski’s study

found that ethnocentric consumers tend to stick to their domestic brand choices, even when

foreign proposed alternatives are better. Nevertheless, the authors found that the effects can be

reduced, when proposed foreign products are made in positively perceived country of origin

(Maison and Maliszewski, 2016).

Consumer ethnocentrism is a very strong predictor of consumer behaviour in the context of

domestic product consumption (Orth and Firbasova, 2003; Maison et al, 2018). As already

overviewed above, introduction of consumer ethnocentrism factor to a relationship, where

dependent variable of interest is anyhow related with domestic origin, can significantly shape

the outcome of the study (Bandara and Miloslaya, 2012). In a study conducted by Orth and

Firbasova (2003), the authors found that even though independent variables like age or gender

can have a significant influence on consumer purchase intention, it is crucial to test consumer
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 30

ethnocentric tendencies in a context for domestic and/or foreign product purchase intentions.

What is more, the findings suggest that introduction of consumer ethnocentrism not only shows

significant impact on consumer behaviour, but also outweighs the impact of other independent

variables (Orth and Firbasova, 2003). In a study of Polish consumers purchase intentions of

domestic and foreign brands, when foreign alternatives are obviously superior, Supphellen and

Ritternburg (2001) discovered that prevalence of consumer ethnocentrism and consumer level

of exposure to it can predict the way consumers process product-related information. Theory

shows that there are two ways consumers absorb information and base purchasing decisions

upon: top-down and bottom-up approach. Top-down approach refers to a situation, when

consumers firstly evaluate prior knowledge and attitude towards product category, and only

then proceed further to product-related attributes. Likewise, bottom-up approach refers to

consumer tendency to look for product-specific information first, and the move further to

overall category and previous knowledge evaluation. Although these two approaches are

complimentary, research shows that depending on consumer psychographics, only one of them

is dominant (Supphellen and Ritternburg, 2001). In the context of consumer ethnocentrism, it

is found that highly ethnocentric consumers use top-down information processing, i.e. when

choosing a product, they base their decision upon overall knowledge of the category

(foreign/domestic COO) and ignore product attributes. Consumers, who score low on

Consumer Ethnocentrism Scale, use bottom-up approach. Differently from ethnocentric

people, the latter group of people does not have cognitive bias, which would prevent them from

a reasonable decision-making process. Therefore, low ethnocentric consumers base their

purchasing decisions on product-specific attributes rather than unreasonable motivation

(Supphellen and Ritternburg, 2001). Previous findings are important for the current research

because they all support the importance of consumer ethnocentrism introduction to a study of
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 31

the relationship between independent variables and dependent variables that aim to provide

insights about consumer purchase intention preferences for domestic and foreign products.

Moderating effect of consumer ethnocentrism

There is an extensive amount of research proving that consumer ethnocentrism significantly

predicts consumer purchase intentions. Majority of studies found that consumer ethnocentrism

drives preference for domestic production as well as unwillingness to buy foreign products,

unless necessary. What is more, consumer ethnocentrism concept is also found in personality

studies. Findings of such studies suggest that personality can be a predictor of consumer

ethnocentrism, which in turn mediates relationship with consumers purchase intentions. Since

decision between the usage of mediator and moderator in statistical analysis depends on the

nature of the study, and in some cases, mediator can be transformed into moderator (Baron and

Keny, 1986), in order to extend existing literature, this empirical research is testing moderating

effects of consumer ethnocentrism on domestic and foreign product purchase intentions.

Differently from other studies, instead of analysing how consumer ethnocentrism can connect

the relationship between personality traits and purchase intentions, this study focuses on

determining whether consumer ethnocentrism can strengthen or weaken, or maybe completely

change the relationship between personality traits and purchase intentions.

In 2018, Gazdecki conducted a research to identify product groups, which are more subject to

domestic country of origin than others. His findings suggest that people tend to be more

ethnocentric, when choosing fresh products, as they perceive domestic production as better and

healthier, while in turn, pay less importance to the country of origin of the processed foods

(Gazdecki, 2018). These findings are important for the current study as product of interest is

beer, thus there is a chance that consumer ethnocentrism tendencies will not be as extreme as

it could be in other cases. What is more, Lithuanian beer market contains many well-known

producers, therefore domestic beer product purchase intentions might be present either because
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 32

of the in-group preference or because of domestic products’ level of quality. To avoid possible

unclarity of the results, in this study, when testing the impact of consumer personality traits on

domestic and foreign beer brands preferences, consumer ethnocentrism is treated as a

moderator. This allows to test if consumer ethnocentrism has more extensive effect on

consumer choices than their base personality. In other words, this study analyses if purchase

intentions for domestic and foreign production differ based on consumer personality, and does

the effect become stronger or weaker, when consumers are highly ethnocentric versus low

ethnocentrism tendencies. It is expected that effects will be stronger in cases, when consumers

score high on CETSCALE.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 33

Research Methodology
Theoretical Framework
The purpose of this study is to investigate whether consumer personality traits can be

significant predictors of preference for domestic or foreign country of origin in beer industry

in Lithuania. What is more, this study aims to examine whether consumer ethnocentrism

tendencies would strengthen the relationship between consumer personality traits and their

purchase intentions. In order to perform this research, consumers are grouped by personality

traits and their ethnocentric tendencies are measured. Additionally, this study seeks to

investigate the relationship between consumer personality traits and their ethnocentric

tendencies, thus correlation analysis of the variables is performed. Finally, as academic

research suggest that country of origin effects may vary depending on age, gender and

education, demographic groups are analysed to better understand the constructs, influencing

domestic and foreign beer product purchase intentions in Lithuania.

This research paper is developed based on the conceptual model, presented in Figure 1.

The conceptual model has been built based on previous academic literature, analysing country

of origin effects, consumer personality traits and consumer ethnocentrism tendencies.

Figure 1. The conceptual model of the study.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 34

Based on the theoretical framework, conceptual model drawn from the previous academic

literature and the goals of the study, the following hypotheses are drawn and described.

Hypotheses
Extraversion personality trait is suggestive itself that consumers are eager to try things. It can

be products, it can be services, but the Five Factor Model of personality suggests that with the

increase of extraversion, consumers are more likely to step out of their comfort zone. Previous

academic literature also supports the claim that in various contexts, people who are generally

extraverts, are more often willing to buy new or unknown products, and thus possess lower

loyalty to brands (Kim et al, 2016; Lin, 2010). Based on the findings in academic literature, the

first hypothesis (H1) for the empirical study is drawn:

H1. Extraversion is positively related to domestic product purchase intention.

Since this study aims to investigate if personality traits affect consumer preference for

product’s country of origin, the second hypothesis constructed for this empirical research

focuses on investigation of consumers’, who are extraverts, willingness to purchase foreign

beer products, and thus H2 is constructed as follows:

H2. Extraversion is positively related to foreign product purchase intention.

In order to examine country of origin effects among very contrast personalities and investigate

whether different personalities may have different attitudes towards different countries of

origin, the second personality type to be investigated is neuroticism. In accordance with

academic literature in psychology, neuroticism is related with a person’s ability and wish to

make very thoughtful decisions. Consumers who score high in neuroticism are assumed to be

those, who make purchase decisions not only based on product features, but much more

beyond. They often investigate manufacturers and their partners as they want to believe that

their choice is “the right one” and to reduce anxiety. Therefore, when constructing the third

hypothesis for this empirical research, one could assume that neurotic consumers would indeed
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 35

be willing to buy domestic brands, as information about local producers is available or easily

acquirable.

Based on the available studies and assumptions drawn from empirical studies, the third

hypothesis (H3) is built as follows:

H3. Neuroticism is positively related to domestic product purchase intention.

In order to investigate if neurotic consumers’ choices differ when product’s of interest country

of origin varies, H4 must be focused on testing consumers attitude towards global product,

varying their level of neuroticism. Since global products often possess high brand awareness,

it could be expected that neurotic consumers would find buying foreign products acceptable.

Therefore, H4 is drawn as follows:

H4. Neuroticism is positively related to foreign product purchase intention.

Consumer ethnocentrism is an inherent part of country of origin effects investigation as it

possesses strong influence for in-group preferences of the consumers, scoring high in

ethnocentric tendencies. Therefore, inclusion of consumer ethnocentrism concept might have

a significant impact on overall relationship between consumer personality traits and consumer

preference for country of origin. In order to test whether consumers, who are extraverts, are

more favourable towards domestic production, when they score high on CETSCALE, the 5th

hypothesis (H5) is drawn:

H5. Extraversion is positively related to domestic product purchase intention and this

effect is moderated by consumer ethnocentrism.

Similarly, as in the above, it is in the interest of this empirical research to see if consumer

purchase intentions differ, when consumers are provided with local and foreign products.

Therefore, the moderating effect of consumer ethnocentrism is also tested in the relationship

between extraversion personality trait and foreign product purchase intention. Nevertheless, as

consumer ethnocentric tendencies mean preference for in-group folkways and rejection of out-
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 36

group folkways, it can be expected that the inclusion of the moderator would negatively affect

the relationship between the independent and dependent variables. Based on that, H6 is

constructed in the following way:

H6. Extraversion is negatively related to foreign product purchase intention and this

effect is moderated by consumer ethnocentrism

Similarly to extraversion and local product purchase intention relationship, moderated by

consumer ethnocentrism, it could be expected that with the increase of neuroticism and

ethnocentric tendencies, consumers preference for domestically produced goods would also

increase. Based on the assumptions, H7 is provided below:

H7. Neuroticism is positively related to domestic product purchase intention and this

effect is moderated by consumer ethnocentrism.

When CETSCALE is introduced and the dependent variable of interest is product, which is

imported from abroad, neuroticism and foreign product purchase intention relationship is

expected to be negatively related, i.e. in the presence of consumer ethnocentric tendencies,

increase in consumer neuroticism should lead to the decrease in the willingness to buy foreign

beer products. Hence, the eight hypothesis (H8) is provided below as follows:

H8. Neuroticism is negatively related to foreign product purchase intention and this effect

is moderated by consumer ethnocentrism.

In order to answer the research question of this empirical study and fulfil research goal and

objectives indicated in the introduction, the following variables are used in the study: consumer

personality traits (extraversion, neuroticism), consumer ethnocentrism, domestic product

purchase intention, and foreign product purchase intention.

The variables for each of the eight hypotheses is identified in this next part of the chapter.

Hypotheses 1 and 2 test the effect of extraversion on the intention to purchase domestic and

foreign beer products respectively. Therefore, in this case, extraversion is treated as

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 37

independent variable, while domestic beer product purchase intention and foreign beer product

purchase intention are treated as dependent variables.

Hypotheses 3 and 4 test the relationship between neuroticism and its impact on intention to

purchase domestic and foreign products. Similarly is in the case with extraversion, when testing

H3 and H4, neuroticism is independent variable, while willingness to buy domestic and foreign

beer products are dependent variables.

Hypotheses 5, 6, 7 and 8 differ from the first four hypotheses in a way that to test the

relationship between the independent and dependent variables, another variable - moderator -

is included to see how, if at all, the relationship changes in the presence of consumer

ethnocentric tendencies. Thus, when testing H5-H8, extraversion and neuroticism are treated

as independent variables, domestic and foreign purchase intentions are the dependent variables,

and consumer ethnocentrism is the moderator, which is expected to either strengthen the

relationship or to even change the direction between the two.

Context of the Study

The current research paper focuses on personality traits and level of ethnocentrism of

Lithuanian consumers. More particularly, the study aims to investigate how Lithuanian

consumers are impacted by the country of origin of beer products, and what are the possible

underlying factors, influencing the decisions.

Lithuanians have historically been known as a nation, who possess a high importance to the

country of product’s origin (Sliburyte and Bankauskiene, 2017). However, the level of

importance varies among the product groups. What is more, Sliburyte and Bankauskiene’s

research suggests that Lithuanians are rather open to out-groups, thus products do not

necessarily have to be produced domestically, but rather be imported from countries that

Lithuanians assign a positive image to (2017). Nevertheless, in such industries like beer

beverages, where the market is full of domestic production, there is a high chance that
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 38

Lithuanians would choose local production, as country of origin theory indicates general

consumer preference for local goods. However, imported beer is also very popular in Lithuania,

thus it is attractive to dig deeper into consumer research and investigate what are the drivers

for one or another decision for purchase. What is more, since alcohol advertising restrictions

are becoming tighter every year, it is in the interest of managers to understand consumer

decision making patterns and adjust marketing campaigns accordingly.

Methodology
Firstly, the individual levels of customer personality traits and ethnocentrism of each

participant are measured. The questionnaire to measure independent variables is adapted from

scales used in previous researches to assess consumer personality traits (John & Srivastava,

1999), level of ethnocentrism (Shimp and Sharma, 1987), and their impact on brand purchase

intention (Gallego et al, 2015). All questions are assessed with a 5-point Likert scale, ranging

from 1 (strongly disagree) to 5 (strongly agree). To measure the difference in the relationship

between consumer personality traits and local as well as foreign beer product purchase

intention, respondents are assumed to have general knowledge and attitude towards beer

market. In addition, to gain a deeper understanding of the concepts, the differences in levels of

consumer personality traits and ethnocentrism are examined and compared between distinct

demographic groups of participants.

Methods of data collection

Data is to be collected through online survey instrument via convenience sampling from at least

385 participants representing regular adult consumers (age 20+) of beer in Lithuania.

According to Narkotikų, Tabako ir Alkoholio Kontrolės Departamentas (NTAKD), 1,249M of

Lithuanian citizens in the age between 20 and 65 have consumed alcohol in the last 12 months

(2016). As per representative sample calculator, with 95% of Confidence interval and 5%

Margin of error, at least 385 respondents are needed for the study (Qualtrics, n.d.)
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 39

Survey is carried out via self-administered quantitative questionnaire. For data gathering

purpose, questionnaires are placed online. Online survey provides capability to represent larger

population, also data collection process is convenient - many individuals are able to answer the

questions distributed through various ways. This lower-cost method not only represents larger

population, but also eliminates subjectivity factor (influence of the researcher’s participation),

so the results are more precise and there is higher probability to find the significant results.

To ensure the credibility of the results, collected data is sorted using attention checks, to avoid

any blind fill-ins.

Research Design
In order to perform this research, analytic research design is used. This research design allows

to perform cross-sectional study, employing survey instrument. The rationale behind choosing

this research design is that it allows to observe the data without interfering, which in turn

ensures high external validity, i.e. when performing a survey, respondent is not faced with the

researcher, thus interaction bias is eliminated (Creswell, 2013). What is more, survey research

design allows to approach representative sample and gather great amount of data. The aim of

survey research is to explain variance in the variables, i.e. how much of variance in a dependent

variable can be explained by independent variables. Since this particular research aims to

understand if personality traits can explain differences in consumer purchasing intentions,

survey design is the most suitable type of research.

Although survey design is the most suitable choice for this empirical research, it is important

to note possible drawbacks of it. First, when employing questionnaire instruments to perform

the research, nobody can ensure honest respondents’ answers. What is more, every respondent

can interpret questions and answers in their own way, which could lead to insignificant and

unrepresentative results (Creswell, 2013).

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 40

Finally, it is important to mention that the current tense state of attitude towards alcoholic

beverages in Lithuania may also have an impact on the results of the study.

Questionnaire Structure
In order to effectively test relationships of interest, questionnaire is based on the conceptual

model of the study as well as the hypotheses indicated above. First of all, in line with the study

goals, it is important to group respondents into clusters in accordance with their personality

traits, measure respondents level of ethnocentrism and test what effect different personality

traits and level of consumer ethnocentrism have on respondents’ willingness to purchase

domestic and foreign beer products. Furthermore, the correlation between consumer

personality traits and ethnocentrism must be assessed to check if any correlation exists between

them. Finally, demographic information about the respondents is to be collected. The aim of

demographic details collection is to see whether extraversion, neuroticism, and consumer

ethnocentrism levels differ when demographic groups vary.

In order to assess respondent’s personality traits, level of ethnocentrism and their impact on

domestic and foreign beer products purchase intentions, respondents are asked to answer 35

questions, specifically developed for this study. The questionnaire is developed based on

previous studies and proposed scales, used by other academics. In the first part of the

questionnaire, to evaluate respondents’ personality traits and assess their level of exposure to

them, several questions from The Big Five Inventory scale, developed by John & Srivastava

(1999), are used. Questions are chosen in accordance with the personality traits types they are

supposed to predict. Furthermore, level of respondents’ ethnocentrism has to be measured. For

the purpose of the study, the shortened CETSCALE (Consumer Ethnocentric Tendencies

Scale), developed by Shimp and Sharma (1987) is adapted to the current research needs and

added to the questionnaire. After collecting data about consumer personality traits and their

ethnocentric tendencies, respondents are asked about their domestic and foreign beer product
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 41

purchase intentions. Scale to assess respondents’ purchase intentions is adapted from similar

study, done by Gallego et al (2015). The goal of this part of the questionnaire is to collect

information about respondents preferences for domestic and foreign products, and compare the

information when consumer personality traits and level of ethnocentrism vary. Lastly,

demographic information of the respondents is collected. It is important to understand if and

how consumers’ choices differ with respect to different demographic groups of respondents.

The questionnaire is constructed in English but to ensure that every respondent completely

understands the questions, it is translated to Lithuanian language.

Table 1. Summary of the Questionnaire used in this study.

In the scale from 1 to 5 (where 1 – strongly disagree, 5- strongly agree), please

rate the following statements:
Extraversion
Is talkative
Extraversion
Is reserved (reverse) scale from the
Is full of energy Big Five
Generates a lot of ethusiasm Inventory
Tends to be quiet (reverse) (John and
Has an assertive personality Srivastava,
1999)
Is sometimes shy, inhibited (reverse)
Is outgoing, sociable
Neuroticism
Is depressed, blue
Neuroticism
Is relaxed, handles stress well (reverse) scale from the
Can be tense Big Five
Worries a lot Inventory
Is emotionally stable, not easily upset (reverse) (John and
Can be moody Srivastava,
1999)
Remains calm in tense situations (reverse)
Gets nervous easily
Consumer ethnocentrism shortened
It is not right to purchase foreign products CETSCALE
A real Lithuanian should always buy Lithuanian-made (Klein et al.
products 1998, Shimp
We should purchase products manufactured in Lithuania and Sharma
instead of letting other countries get rich of us 1987)
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 42

Lithuanians should not buy foreign products, because this

hurts Lithuanian business and causes unemployment
We should buy from foreign countries only those products that
we cannot obtain within our own country
Domestic product purchase intention
I shop at outlets that make a special effort to sell beer
produced in Lithuania
If you two beers were completely the same, but one was made adapted from
in Lithuania and another one was imported, I would pay 10% Gallego et al
more for beer beverages made in Lithuania (2015)
When I Buy beer, I usually opt for brands from Lithuania
The next time I will purchase beer, I will look for beer
beverage made in Lithuania
Foreign product purchase intention
I shop at outlets that make a special effort to sell beer
produced abroad
If you two beers were completely the same, but one was made adapted from
aborad and another one in Lithuania, I would pay 10% more for Gallego et al
beer beverages made abroad (2015)
When I Buy beer, I usually opt for brands from abroad
The next time I will purchase beer, I will look for beer
beverage made abroad
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 43

Empirical research results

In this section of the study, results obtained from carried out empirical research are discussed.

First, profile of the respondents and descriptive statistics is presented and analysed. Second,

reliability of the scales used in the research is measured. Furthermore, normality of data is

evaluated. Finally, correlation, regression and ANOVA analyses are performed to assess the

research questions as well as hypotheses raised earlier in this study.

Cleaning the data

Due to specificity of the product in research (alcoholic beverage) and following Law on

Alcohol Control in the Republic of Lithuania, at the time of filling-in the questionnaire,

participants must be at least 20 years old. Therefore, the collected data was firstly cleaned from

underaged participants’ answers. Furthermore, besides questions relevant for the empirical

study, one attention-check question was included. Thus, further data cleaning was based on

wrong answers in the attention-check. Finally, some respondents did not finish the survey, thus

their answers had to be omitted, too.

It is important to note that scales included some reverse questions, thus these answers were

also recoded to match the general pattern of the responses.

Profile of the respondents

After collected data was thoroughly analysed and cleaned from blind-filled, unfinished or filled

by younger than 20 years old participants’ responses, 490 valid inputs were left for further

analysis. As it can be seen in the Table 2 below, this research gathered responses from 292

women and 198 men, which accounts for 59,6% and 40,4% distribution respectively. The

respondents are 20-65 years old Lithuanian citizens, who are beer consumers and/or beer

purchase decision makers. While amount of responses collected among 20-25, 26-35, and 36-

45 age groups is quite similar, 46-55 and 56-65 age group representation is rather small. It

could possibly be explained by the data collection method used – online questionnaires, as
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 44

statistics shows that only 70.6% of people aged 45-54 and 53.9% of people aged 55-64 use

internet on daily basis (Hootsuite, 2019).

Table 2. Profile of the respondents.

Gender
Female 59,6%
Male 40,4%
Age
20-25 29,0%
26-35 28,2%
35-45 24,9%
46-55 7,8%
56-65 10,2%
Level of Education
Secondary education 9,2%
Bachelor's degree 52,9%
Master's degree 35,9%
PhD 2,0%
Monthly income (EUR)
0-425 6,1%
426-858 17,1%
859-1500 28,6%
1501-2500 26,9%
2500+ 21,2%

As it is visible in the Table 2, majority of the respondents (52,9%) holds bachelor’s degree,

which is equivalent for 16 years of studying. However, the total sample varies from 12 years

of education (secondary education), which account for 9.2% of total respondents’ education to,

18 years (master’s degree) -35.9%, and 22 years (PhD) – 2% of the population.

Data gathered from the respondents shows that 6.1% of participants earn from none to

minimum salary on monthly basis. 17.1% of participants earn from minimum to average salary

per month. 55.5% of the respondents indicated that their monthly income falls in the range
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 45

between 859 eur and 2500 eur, while 21.2% of people are earning more than 2500 euros per

month.

Internal Consistency of Scales

Before proceeding to the analysis of the results gathered and averaging respondent’s questions

to the group of questions, it is important to understand how reliable are the scales used in the

empirical research. Although the scales are adapted from previous empirical researches,

measuring internal consistency helps us to understand if the scales measure what they are

supposed to. To measure scales reliability, Cronbach’s alpha is calculated. As a rule of thumb,

acceptable alpha is equal or bigger than 0.7 (Nunnally, 1978). However, other sources claim

that even alpha that is between 0.7 and 0.6 can be used, just it already is questionable.

As it can be seen from the Table 3, all scales meet the Cronbach’s alpha requirements and can

be used in further analysis.

Table 3. Reliability of scales.

Number Cronbach's
Scale of Items alpha
Extraversion 8 0.813
Neuroticism 9 0.833
Consumer Ethnocentrism 5 0.896
Domestic product purchase
intention 4 0.702
Foreign product purchase
intention 4 0.682

Normality of data
Since many statistical models assume normal distribution of dependent variables, it is

important to check the data and determine if the assumptions for models in use are met. In

order to assess the normality of data in this empirical research, Kolmogorov-Smirnov and

Shapiro-Wilk tests are used. Null hypothesis assumes that data is distributed normally if p-

value is > 0.05.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 46

After testing depended variables for normality, results suggest that both Domestic brand

purchase intention and Foreign brand purchase intention are distributed not normally

(Appendix A). What is more, distribution of independent variables is also non normal,

therefore, all further models will have to take into account the absence of normality assumption.

Correlation analysis
In order to evaluate the relationship between the constructs in this empirical study, correlation

analysis is used. As already mentioned above, data is distributed not normally, therefore,

Spearman’s correlation is used further.

Table 4. Spearman's correlation of the variables.

Correlations
Extrav Neuroti Ethnoc Domestic Foreign Education
Age
ersion cism entrism PI PI (years)
Extraversion 1.000
Neuroticism -.372** 1.000
Ethnocentrism -.026 .002 1.000
Domestic PI -.073 -.078 .209** 1.000
Foreign PI .070 .021 -.027 -.600** 1.000
Age .023 -.209** .182** .161** -.041 1.000
Education
.071 -.228** .047 .054 .031 .440** 1.000
(years)
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed).

Spearman’s correlation table (Table 4) suggests that extraversion is negatively correlated with

domestic product purchase intention (R= -0.073), while its correlation with foreign product

purchase intention is positive (R= 0.070). It means that the higher consumers score on

extraversion scale, the less likely they are to purchase domestic products. Alternatively, an

increase in extraversion leads to an increase in foreign product purchase intention.

Furthermore, neuroticism has exactly the same direction relationships with domestic and

foreign product purchase intentions as extraversion. The higher the consumer scores on

neuroticism, the less likely he is to go for domestic product alternatives (R= -0.078), while
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 47

foreign product alternatives are more in favour (R=0.021). What else is important to be

mentioned – independent variables are correlated with each other. Extraversion has a strong

negative correlation with neuroticism (R= - 0.372), which means that the more extravert the

person is, the less he is neurotic. Moreover, extraversion and neuroticism show some sort of

correlation with ethnocentrism (R= -0.026 and R= 0.002 respectively). In other words, it can

be claimed that there is a tendency of extraverts to be less exposed to consumer ethnocentrism

when compared to neurotic consumers.

Demographic variables seem to also be playing a role in determining psychographics.

Spearman’s correlation suggests that with the increase in age, consumers tend to become more

ethnocentric (R=0.182) and less neurotic (R=-0.209). What is more, extraversion seems to be

increasing in line with consumer age, too (R=0.023). Years of education shows the same pattern

with independent variables. While its connection with extraversion and ethnocentrism is very

weak, correlation shows that the increase in years of education leads to the decrease in neurotic

tendencies (R= -0.228).

Although the correlation between the constructs is rather weak, it exists, which allows to claim

that the relationship between the variables is linear. Having this assumption on mind, the study

can proceed with further analyses, which require linear relationship between the variables.

Regression analysis
The purpose of regression analysis is to test how independent variables impact dependent

variables, i.e. if IV was increased by 1, how much would the DV be affected. For the purpose

of this empirical study, regression analysis is used to measure what impact extraversion and

neuroticism personality traits have on domestic and foreign brand purchase intention. What is

more, in this study, regression analysis is used to determine whether or not ethnocentrism has

an impact on the strength of the relationships between the IVs and the DVs.
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 48

Before one can use regression equation for the analysis of obtained results, the following

regression diagnostics tests must be run: normality of residuals, homoscedasticity, and

multicollinearity.

First, normality of residuals of every independent variable to every dependent variable

(regression line) is measured using Normal P-P plot (Appendix B). Since there are no drastic

deviations, all plots prove that residuals are distributed normally (around regression line).

Second, homoscedasticity is evaluated using scatterplots (Appendix C). Again, all plots

confirm that data is homoscedastic and thus, the second assumption relevant for regression

analysis is met. Finally, absence of multicollinearity tested collinearity statistics – in particular,

VIF values (Appendix F). Since all VIF values appear below 10, it can be claimed that there is

no multicollinearity among each independent and variables and thus, the final assumption for

regression analysis is met. However, due to the existing correlation between the independent

variables, multicollinearity is present in cases when several independent variables are tested

against one dependent variable. The reasoning behind is that no human being can be described

buy only one or another personality trait. Instead, each of us contains a combination of

personality traits that makes us – us.

Dependent variable – domestic product purchase intention

To begin with, all independent variables were tested against dependent variables to understand

if there is a relationship between the IVs and the DVs in the study. Hypothesis for linear

regression claims that the relationship exists if p-value is lower than 0.05. After running tests

on coefficients, all independent variables showed significance (Table 5, Appendix F),

therefore, both extraversion and neuroticism variables were included for further analysis.
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 49

Table 5. Significance of the independent variables.

Domestic purchase intention

Variables included Variables excluded p-value
Extraversion 0.008
Neuroticism 0.020

Hypothesis: Extraversion is positively related to domestic brand purchase intention

Table 6 shows the relationship between extraversion and domestic product purchase intention.

If analysed in detail – it could be claimed that extraversion can explain 5% of the variance in

domestic brand purchase intention (adjusted R square = 0.005), with a negative impact on

domestic purchase intention (-0.073). However, when extraversion is alone tested against

domestic purchase intention, relationship becomes insignificant (p-value > 0.05). Therefore,

hypothesis 1 is rejected.

Table 6. Regression analysis. Extraversion vs domestic purchase intention.

Unstandardized
Coefficients
Independent R Adjusted R B Std. Coefficients Sig.
variables square Square Error Beta
Extraversion 0.07 0.005 -0.073 0.038 -0.086 0.058

Hypothesis: Neuroticism is positively related to domestic product purchase intention

Table 7 shows the relationship between neuroticism and domestic product purchase intention.

Similarly to the situation described above, Neuroticism alone describes only 2% of variance in

domestic product purchase intention (adjusted R square = 0.002). What is more, relationship is

insignificant (p-value = 0.175), which means that there is no proof that neuroticism would

significantly influence domestic product purchase intention. Therefore, H3 is rejected.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 50

Table 7. Regression analysis. Neuroticism vs domestic purchase intention.

Unstandardized
Coefficients
Independent R Adjusted R B Std. Coefficients Sig.
variables square Square Error Beta
Neuroticism 0.004 0.002 -0.043 0.031 -0.061 0.175

Table 8 presents the relationship between a combination of two independent variables –

extraversion and neuroticism, and dependent variable – domestic product purchase intention.

When multiple regression is run, adjusted R square shows a meaningful increase and leads to

the conclusion that extraversion and neuroticism together explains 14% of variance in domestic

product purchase intention. It appears that both independent variables have significant negative

impact on domestic purchase intention (extraversion B=-0.112, neuroticism B=-0.079). The B

constant coefficient is 16.120.

Table 8. Regression analysis. Extraversion and neuroticism vs domestic purchase intention.

Unstandardized
Coefficients
Independent R Adjusted R B Std. Coefficients Sig.
variables square Square Error Beta
Extraversion -0.112 0.042 -0.131 0.008
0.018 0.014
Neuroticism -0.079 0.034 -0.114 0.020

Following the information described above, the regression equation is constructed as follows:

Domestic product purchase intention = 16.120 -0.112*Extraversion – 0.079*Neuroticism

In other words, one unit increase in extraversion and neuroticism will decrease domestic

product purchase intention by 0.112 and 0.079 respectively, i.e. the more extravert and neurotic

a person is, the less likely he is to purchase domestic production.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 51

Figure 2. Statistical diagram of extraversion and neuroticism vs domestic product purchase

intention regression equation.

Moderation analysis
Although extraversion and neuroticism separately has so significant impact on domestic brand

purchase intention, there is a possibility that ethnocentrism can moderate the relationship and

make it either stronger or weaker.

Before proceeding to testing moderation impact, it is important to understand that moderation

is the interaction between two independent variables (Hayes, 2013). Therefore, all further

analysis examining the moderating effect of consumer ethnocentrism is evaluating the effect

of the interaction between consumer ethnocentrism and respective independent variables.

Hypothesis: Extraversion is positively related to domestic product purchase intention and

this effect is moderated by consumer ethnocentrism

Table 9 presents the relationship between extraversion, ethnocentrism, and domestic brand

purchase intention (Model 1) as well as with the same variables plus the interaction – moderator

(Model 2).

Results (Appendix G) suggest that Model 1 (without the interaction term) is significant

(F(2,487)=12.202, p-value=0.000). What is more, Model 2 is also significant (F(3,486)=8.123,

p-value=0.000). However, Model 2 with the interaction term between extraversion and

ethnocentrism does not account for significantly more variance in explaining domestic product

purchase intention (R-square change = 0.000, p-value=0.907). This observation is also

reflected in the Table 9. Since p-value of interaction between extraversion and ethnocentrism
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 52

is much higher than 0.05 (p-value = 0.907), it can be concluded that there is no evidence that

ethnocentrism moderates the relationship between extraversion and domestic product purchase

intention.

If looked at the main effects (Model 1), it can be noticed that extraversion decreases domestic

product purchase intention (B=-0.078, p-value=0.039), while ethnocentrism increases it

(B=0.260, p-value=0.000). Model 1 can explain 44% of variance in domestic product purchase

intention (Adjusted R square = 0.044).

Table 9. Regression analysis. Extraversion vs domestic product purchase intention, and the
moderating effect of consumer ethnocentrism.

Unstandardized
Coefficients
Independent variables R Adjusted B Std. Coefficients Sig.
square R Error Beta
Square
Model 2 Model 1

Constant 11.029 1.219 0.000

Extraversion 0.048 0.044 -0.078 0.038 -0.092 0.039
Ethnocentrism 0.260 0.057 0.201 0.000
Constant 11.366 3.139 0.000
Extraversion -0.089 0.101 -0.104 0.378
0.048 0.042
Ethnocentrism 0.215 0.392 0.166 0.584
Extraversion*Ethnocentrism 0.001 0.013 0.038 0.907

Following the observations above, it can be concluded that domestic product purchase intention

is impacted by extraversion and ethnocentrism, i.e. increase in the level of ethnocentrism

reduces domestic product purchase intention, while an increase in the ethnocentric tendencies

increases the preference for domestic production, and the relationship between the variables is

reflected in the regression equation below:

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 53

Domestic Product Purchase Intention = 11.029-

0.078*Extraversion+0.260*Ethnocentrism

Since it is concluded that there is no evidence supporting that consumer ethnocentrism

moderates the relationship between extraversion and domestic product purchase intention, H5

is rejected.

Hypothesis: Neuroticism is positively related to domestic product purchase intention and

this effect is moderated by consumer ethnocentrism

Below the relationship between neuroticism, ethnocentrism and domestic product purchase

intention (Model 1) as well as the same relationship with interaction effect (Model 2) are

presented (Table 10, Appendix G). Both Model 1 (F(2,487)=10.915, p-value=0.000) and

Model 2 (F(3,486)=12.430, p-value=0.000) are proved to be significant. What is more, Model

2 accounts for significantly more variance (R-square change = 0.028, p-value=0.000) than

Model 1, thus it can be expected that there is a significant moderation between neuroticism and

ethnocentrism on domestic product purchase intention.

Table 10. Regression analysis. Neuroticism vs domestic product purchase intention, and the
moderating effect of consumer ethnocentrism

Unstandardized
Coefficients
Independent variables R Adjusted B Std. Coefficients Sig.
square R Error Beta
Square
Model 2 Model 1

Constant 9.778 0.928 0.000

Neuroticism 0.043 0.039 -0.042 0.031 -0.060 0.178
Ethnocentrism 0.256 0.057 0.198 0.000
Constant 2.469 2.107 0.242
Neuroticism 0.241 0.079 0.347 0.003
0.071 0.066
Ethnocentrism 1.206 0.253 0.931 0.000
Neuroticism*Ethnocentrism -0.037 0.010 -0.853 0.000
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 54

The p-value of the interaction between neuroticism and ethnocentrism (Table 10) is significant

(p<0.05), therefore, it can be concluded that consumer ethnocentrism moderates the effect of

neuroticism on domestic product purchase intention. Main effect of neuroticism is also

significant and positive, but as already mentioned, the relationship is moderated.

Based on standardized beta coefficients in Model 2, below graph is constructed to better

understand the relationship between neuroticism and domestic product purchase intention, in

the presence of consumer ethnocentrism. Figure 3 displays the relationship between

neuroticism and domestic product purchase intention at low (-1) and high (+1) levels of

consumer ethnocentrism. According to this figure, when consumer ethnocentrism is low,

domestic purchase intention is strongly affected by an increase in neuroticism. On the other

hand, when consumer ethnocentric tendencies are high, the relationship between neuroticism

and domestic product purchase intention is much stronger. However, in the presence of high

consumer ethnocentrism, an increase in neuroticism but lead to a slight decrease in domestic

product purchase intention (reverse relationship).

Figure 3. Relationship between neuroticism and domestic product purchase intention,

moderated by consumer ethnocentrism.

2
Domestic product purchase intention

1,5

0,5

0
Ethnocentrism (low)
-0,5
Ethnocentrism (high)
-1

-1,5

-2

-2,5
Level of neuroticism (low-high)

Based on the results, H7 is confirmed. The regression equation is constructed as follows:

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 55

Domestic product purchase intention = 2.496 + 0.241*Neuroticism +

1.206*Ethnocentrism – 0.037 *Neuroticism*Ethnocentrism

Figure 4 represents the statistical diagram of the regression model.

Figure 4. Statistical diagram of neuroticism, consumer ethnocentrism (CE), and interraction

between neuroticism and CE vs domestic product purchase intention regression equation.

Dependent variable – foreign product purchase intention

Since the aim of this study is to analyse personality traits and consumer ethnocentrism impact

on both domestic and foreign product purchase intention, further analysis is focused on the

evaluation of constructs impact on foreign product purchase intention.

To begin with, tests are run to figure out whether or not extraversion and neuroticism can

significantly explain the variance in foreign product purchase intention. As Table 11 presents,

p-value of extraversion is lower than 0.05, thus extraversion is included for further analysis.

Neuroticism, on the other hand, has high p-value (p=0.467), which suggests that this

independent variable is not significantly related to foreign product purchase intention.

Table 11. Significance of the independent variables.

Foreign purchase intention

Variables included Variables excluded p-value
Extraversion 0.019
Neuroticism 0.467
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 56

Hypothesis: Extraversion is positively related to foreign product purchase intention

Table 12 represents the relationship between extraversion and foreign product purchase

intention. As adjusted R square suggests, extraversion explains 8% of total variance in foreign

product purchase intention. Although the number is very small, impact of extraversion is

statistically significant (p=0.026) and positive (B=0.079).

Table 12. Extraversion vs foreign product purchase intention.

Unstandardized
Coefficients
Independent R Adjusted B Std. Coefficients Sig.
variables square R Square Error Beta
Constant 8.215 1.082 0.000
0.010 0.008
Extraversion 0.079 0.036 0.100 0.026

Following the information obtained before, H2 is confirmed. The regression equation of the

confirmed hypothesis is constructed as follows:

Foreign product purchase intention = 8.215+Extraversion*0.079

The relationship can be interpreted as an increase in extraversion by 1 unit of measure leads

to 0.079 increase in foreign product purchase intention.

Figure 5 represents statistical model for the above presented regression equation:

Figure 5. Statistical diagram of extraversion vs foreign product purchase intention

regression equation.

Hypothesis: Neuroticism is positively related to foreign product purchase intention

As it was presented above, neuroticism has a high p-value, therefore, it can be claimed that

there is no significant relationship between neuroticism and foreign product purchase intention.

Following that, H4 is rejected.

 PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 57

Moderation effect

Although consumer ethnocentrism is known for having an impact on domestic purchase

intentions, it is worth analysing it with respect to foreign product purchase intentions as

presence of CE could possibly weaken the relationship between independent and dependent

variables.

Hypothesis: Extraversion is negatively related to foreign product purchase intention

and this effect is moderated by consumer ethnocentrism

Table 13. Regression analysis. Extraversion vs foreign product purchase intention,

moderating effect of consumer ethnocentrism

Unstandardized
Coefficients
Independent variables R Adjusted B Std. Coefficients Sig.
square R Error Beta
Square
Model 2 Model 1

Constant 8.463 1.152 0.000

Extraversion 0.011 0.007 0.080 0.036 0.101 0.025
Ethnocentrism -0.034 0.054 -0.029 0.526
Constant 9.347 2.965 0.002
Extraversion 0.051 0.095 0.065 0.591
0.011 0.005
Ethnocentrism -0.153 0.371 -0.127 0.680
Extraversion*Ethnocentrism 0.004 0.012 0.107 0.746

Table 13 represents the relationship between extraversion and foreign product purchase

intention as well as the relationship, moderated by consumer ethnocentrism. Both Table 13

and Appendix G suggests that neither Model 1 (F(2,487)=2.676, p=0.070) nor Model 2

(F(3,486)=1.816, p=0.143) are significant. What is more, inclusion of the interaction variable

does not significantly change impact of extraversion on foreign product purchase intention

(R-square=0.011, p=0.746). Based on the discussed observations, H6 is rejected.

 PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 58

Hypothesis: Neuroticism is negatively related to foreign product purchase intention and

this effect is moderated by consumer ethnocentrism

Table 14 represents the relationship between neuroticism and foreign product purchase

intention, moderated by consumer ethnocentrism. results suggest (table, appendix) that neither

Model 1 (F(2,487)=0.187, p=0.830), nor Model 2 (F(4,486)=0.961, p=0.411) are not

significant. Therefore, H8 is rejected.

Table 14. Regression analysis. Neuroticism vs foreign product purchase intention,

moderating effect of consumer ethnocentrism.

Unstandardized
Coefficients
Independent variables R Adjusted B Std. Error Coefficients Sig.
square R Square Beta
Model 2 Model 1

Constant 11.010 0.879 0.000

Neuroticism 0.001 -0.003 -0.007 0.029 -0.010 0.817
Ethnocentrism -0.031 0.054 -0.026 0.570
Constant 13.892 2.020 0.000
Neuroticism -0.118 0.076 -0.183 0.121
0.006 0.000
Ethnocentrism -0.405 0.243 -0.338 0.095
Neuroticism*Ethnocentrism 0.014 0.009 0.363 0.114

To sum up the results, Table 15 overviews the hypotheses tested for this empirical research

and the outcome of each of them.

Table 15. Hypotheses tested in this study.

Accepted
Hypothesis /rejected
1 Extraversion is positively related to domestic brand purchase intention Rejected
2 Extraversion is positively related to foreign brand purchase intention Accepted
3 Neuroticism is positively related to domestic product purchase intention Rejected
4 Neuroticism is positively related to foreign product purchase intention Rejected
Extraversion is positively related to domestic product purchase intention
Rejected
5 and this effect is moderated by consumer ethnocentrism
Extraversion is negatively related to foreign product purchase intention
Rejected
6 and this effect is moderated by consumer ethnocentrism
Neuroticism is positively related to domestic product purchase intention
Accepted
7 and this effect is moderated by consumer ethnocentrism
Neuroticism is negatively related to foreign product purchase intention
Rejected
8 and this effect is moderated by consumer ethnocentrism
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 59

Discussion
This section of the research paper is designated for the discussion of the above described

results. Empirical findings are compared with the findings in other academic studies,

similarities and differences pointed out, and conclusions out of it drawn. What is more,

managerial implications and limitations of the study are discussed. Finally, suggestions for the

further research are made.

Discussion of Findings
The aim of this empirical research was to investigate extraversion and neuroticism personality

traits impact on domestic and foreign beer product purchase intentions. What is more, this study

aimed to investigate whether or not the relationships could be moderated by consumer

ethnocentrism.

Hypotheses for this study were constructed based on existing academic literature. However,

only two out of eight hypotheses were supported.

First, extraversion proved to have an impact on consumers’ willingness to choose foreign beer

production over domestic beer alternatives. The findings are in line with Zabkar et al (2017)

published empirical research, where they prove that extraverts are very rational and thus,

domestic product bias is less likely to affect them. What is more, extraverts are very

communicative, thus they often engage in conversations with sales assistants and seek for

detailed information about the products, which in turn decreases the probability of extraverts

to be sticking to only domestic production, because they do not mind trying new things, and

there usually are much more foreign beer production available than compared to domestic beer

alternatives (Symmank, 2019). Therefore, sticking to limited options of products would be

unnatural to extraverts, who are primarily very open and always seeking for new experiences.

Having this information on mind, it is self-suggestive that hypothesis, which was testing the

relationship between extraversion and domestic beer product purchase intentions, was rejected.

Although academic literature shows that extraverts do not very much care about extrinsic
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 60

product attributes and country of origin (Zabkar et al, 2017), which should result in positive

attitude towards both domestic and foreign beer product purchase intentions, when presented

with two opposite options (domestic and foreign), extraverts are more favourable towards

foreign beer options, while there was no significant relationship between extraversion and

domestic beer purchase intentions identified.

This empirical research also tested neuroticism impact on domestic and foreign beer purchase

intentions. Previous academic literature suggested that neurotics are very risk averse and thus,

tend to follow behavioural patterns of those, whom they trust (Zabkar et al, 2017). Therefore,

neurotics are much more likely to share consumer ethnocentric tendencies and in turn, be more

favourable towards domestic production versus foreign product alternatives (Zabkar et al,

2017). However, when neuroticism impact on domestic and foreign beer purchase intentions

was tested in this empirical research, no significant relationship was found. Therefore, it can

be concluded that neuroticism alone cannot predict consumer purchasing intentions.

Nevertheless, when a consumer ethnocentrism moderator was included to the equation, the

outcome was different. When testing the relationship between neuroticism and domestic beer

purchase intention, consumer ethnocentrism proved to be a significant variable, strengthening

the relationship between the two, i.e. neurotic consumers’ intention to buy domestic production

dramatically increases if the consumers also share ethnocentric tendencies. If ethnocentrism is

present but low, the relationship between neuroticism and domestic product purchase intentions

is positive and very steep – the more a consumer is neurotic, the more he is willing to buy

domestic beer production. However, if ethnocentric tendencies are very strong, consumers are

less affected by the change in the levels of neuroticism, and the relationship becomes reverse.

Therefore, it can be concluded that consumer ethnocentric tendencies have much more weight

than consumer base personality. These findings are also in line with Zabkar et al (2017), who

concluded that neurotics tend to be very ethnocentric, too.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 61

Consumer ethnocentrism was also included into the relationship between neuroticism and

foreign beer product purchase intention, but due to lack of significance, hypothesis that was

testing impact of one on another, was rejected. Since neuroticism does not significantly

influence foreign beer product purchase intentions, consumer ethnocentrism fails in making it

any more significant either. It perhaps could be explained by overall trend of neurotic people

to be choosing domestic production over foreign, which then makes neurotic people

relationship with foreign product purchase intentions irrelevant.

The moderating effect of consumer ethnocentrism was also tested in the relationships between

extraversion and domestic and foreign beer purchase intentions. Previous literature suggested

that extraverts are not likely to share consumer ethnocentric tendencies (Zabkar et al, 2017).

After testing the hypotheses, both with regards to domestic and foreign purchase intentions

were rejected as being insignificant. This finding of the empirical research is also in line with

previous research.

Although not tested separately, Spearman’s correlation revealed that there is some negative

relationship between extraversion and neuroticism, i.e. the more a person is extravert, the less

likely he is to be neurotic. What is more, age and years of education showed some connection

with the levels of extraversion, neuroticism, and ethnocentrism. In line with previous

researches done by Schooler (1971) and McLain and Sternquist (1991), age revealed

correlation with consumer ethnocentrism. Previous academic studies as well as this empirical

research revealed that with age, consumers tend to become more favourable towards domestic

production. Likewise, other academics showed that increase in education should lead to

decrease in consumer ethnocentrism (Schooler, 1971; Dornoff et al, 1974). However,

Spearman’s correlation did not show a strong correlation between education and consumer

ethnocentrism to be able to make conclusions out of it.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 62

Although previous academic literature suggest that consumer personality traits can be related

with consumer ethnocentrism as well as consumer preference for domestic or foreign

production, the relationships can be highly affected by industry or country of the study (Zabkar

et at., 2017), therefore results of one empirical research might not necessarily be applicable to

another study. As mentioned earlier, the object of this study is beer beverages in Lithuanian

market. Thus, the findings – impact of neuroticism and consumer ethnocentrism on domestic

product purchase intentions, and impact of extraversion on foreign product purchase intentions

– are applicable to Lithuanian beer consumers. However, the findings might differ in case the

object of the study is, for example, fresh food products, as previous researches proved that

consumers are more ethnocentric towards fresh food (Brecic et al, 2017). The findings could

also differ if the study was organised in another country (Zabkar et al, 2017).

Limitations of the Study

This study holds several limitations, which might have affected the validity or prevented from

complete generalizability of the results. First, data collection was performed online via

convenience sampling. The questionnaire was placed online and shared on social media as well

as shared via email with available connections. The main drawback of convenience sampling

is that the results might be biased due to shared beliefs and values across the connections. What

is more, online data collection prevented from equal distribution of participants from various

age groups, because older people use social media and other communication platforms less

frequently than younger ones (Hootsuite, 2019), thus it was very complicated to reach older

groups of respondents.

Since this study focused on one specific product group – beer beverages, it is not clear if the

findings of this research could be extended to other product groups. Also, previous research

suggest that consumer ethnocentric tendencies vary depending on product group of interest,
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 63

thus this study could be affected by lack of consumer ethnocentrism with regards to beer

beverages.

Another limitation of this study is broad perception of foreign-made beer beverages. Although

the aim of the study was to test the relationships between personality traits, consumer

ethnocentrism, and purchase intentions of domestic and foreign beer products, country of origin

theory suggests that different countries might have different effects on consumer choices, thus

it is not clear what foreign countries respondents had on mind when filling-in the survey.

Finally, the research was carried out during unprecedented times in Lithuania – Covid-19

pandemic. With the whole world feeling uncertain, more and more marketing campaigns are

encouraging to choose local production and support domestic businesses to maintain the

economy and welfare. Therefore, there is a possibility that some respondents expressed their

preference for domestic production as a result of overall situation in the world, rather than their

true belief that domestic production is better.

Managerial Implications
The findings of the research are very important for nowadays businesses, which suffer from

intense competition and overloaded markets with substitute products. When markets are full of

similar to nearly identical products, only brand awareness and appealing marketing messages

can convince consumer to choose one product over another. In order to successfully run

marketing campaigns, managers must understand values and beliefs that their consumers share,

- personality traits here come in handy. As highlighted in the discussion of the findings,

consumer ethnocentrism highly influences neurotic consumers tendency to choose Lithuanian

beer production over foreign beer beverages. Therefore, domestic beer producers should

consider highlighting their products’ country of origin in marketing communications.

Moreover, it would be beneficial to analyse neurotic consumers’ preferable drinking occasions

to make sure that these consumers are presented with domestic beer beverages, when they most
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 64

need it. Foreign beer producers, on the other hand, should consider that the highest potential is

in attracting extraverts. Since consumers, who score high on extraversion, are very

communicative and easy going, it could be expected that they also tend to participate in various

events, concerts and other activities that involve meeting new people. Having this on mind,

foreign beer producers could consider partnering with various fests, concerts and conferences

to ensure their production presence at the point of sale. Moreover, since extravert consumers

tend to engage in bottom-up processing of information, more detailed product-related

information on marketing campaigns could potentially attract more consumers. Finally,

considering extraverts’ natural tendency to engage in conversations, sale assistances could be

trained to present foreign beer production for consumers of interest.

Suggestions for Further Research

The present study focused only on two out of five Big Personality traits. To have a clearer

picture of how personality can affect consumer purchase intentions, it would be worth

examining all personality traits. What is more, it is well-known that every human being shares

a combination of several personality traits, rather than just one. Therefore, combining several

different traits and running multiple tests could provide a researcher with more accurate results.

Furthermore, this study tested consumer purchase intentions for two broad groups of countries

– domestic and foreign. Since specific country of origin can have completely different outcome

when compared to “foreign” in general, further studies should carry out researches that

compare Lithuanian beer production versus specific foreign production, which might be known

for good quality beer.

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 65

Conclusion
This research aimed at determining Lithuanian consumers’ level of extraversion, neuroticism,

and consumer ethnocentrism, and their impact on domestic and foreign beer product purchase

intentions. Analysis of previous academic literature has revealed that extraversion and

neuroticism can be significant determinants of purchase intentions (Zabkar et al, 2017), while

consumer ethnocentrism can strengthen or even change the relationship between personality

traits and purchase intentions (Supphellen and Ritternburg, 2001). As a result of previous

academic research reviewed, 8 hypotheses were constructed for performing the study. To test

the hypotheses, well-known Big Five Inventory and CETSCALE scales were adapted to this

study’s questionnaire.

Quantitative study collected 490 full and clean responses from beer consumers in Lithuania.

To analyse the data, Spearman’s correlation, Cronbach’s alpha, and regression analyses were

performed. After analysing the significance of the results, six hypotheses were rejected, and

two hypotheses were confirmed. Findings of this study revealed that 1) extraversion positively

impacts foreign beer product purchase intention, and 2) neuroticism positively impacts

domestic beer product purchase intention and this effect is moderated by consumer

ethnocentrism.

This empirical research is subject to several limitations; therefore, results must be adopted

carefully. As a final note, the study was carried out during unprecedented pandemic times, thus

respondents’ self-evaluation of their personality traits as well as domestic and foreign product

purchase intentions could had been influenced by the current state in the country.
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 66

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Appendices
APPENDIX A: Normality of data

Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
WTBD_sum .099 490 .000 .971 490 .000
a. Lilliefors Significance Correction

Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
WTBF_sum .118 490 .000 .963 490 .000
a. Lilliefors Significance Correction

Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Extr_sum .049 490 .006 .989 490 .001
a. Lilliefors Significance Correction

Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Neuro_sum .070 490 .000 .989 490 .001
a. Lilliefors Significance Correction

Tests of Normality
Kolmogorov-Smirnova Shapiro-Wilk
Statistic df Sig. Statistic df Sig.
Ethno_sum .134 490 .000 .927 490 .000
a. Lilliefors Significance Correction
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 82

APPENDIX B: Normality of residuals

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 83

APPENDIX C: Heteroscedasticity
 PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 84

APPENDIX D: Spearman’s correlations Matrix

Correlations
Eth
WTBD_s WTBF_s Interr_Ethno Interr_EthnoNe Edu
Extr_sum Neuro_sum no_ Age
um um Extr uro c
sum
-
Corr 1.00 .315
-.372** -.026 -.073 .070 ** .210
0 **
Extr_sum
Sig. (2-tailed) . .000 .565 .107 .121 .000 .000
N 490 490 490 490 490 490 490
- -
Correlation .467
.372 1.000 .002 -.078 .021 .147 **
Coefficient ** **
Neuro_sum
Sig. (2-tailed) .000 . .958 .086 .635 .001 .000
N 490 490 490 490 490 490 490
Correlation - .928 .871
.002 1.000 .209** -.027 ** **
Coefficient .026
Ethno_sum
Sig. (2-tailed) .565 .958 . .000 .549 .000 .000
N 490 490 490 490 490 490 490
Correlation - .184 .160
-.078 .209** 1.000 -.600** ** **
Coefficient .073
WTBD_sum
Sig. (2-tailed) .107 .086 .000 . .000 .000 .000
N 490 490 490 490 490 490 490
Correlation - -
.070 .021 -.027 -.600** 1.000
Spearman's rho Coefficient .011 .022
WTBF_sum
Sig. (2-tailed) .121 .635 .549 .000 . .804 .627
N 490 490 490 490 490 490 490
Correlation .315 1.00 .734
** -.147** .928** .184** -.011 **
Interr_Ethno Coefficient 0
Extr Sig. (2-tailed) .000 .001 .000 .000 .804 . .000
N 490 490 490 490 490 490 490
-
Correlation .734 1.00
.210 .467** .871** .160** -.022 **
Interr_Ethno Coefficient ** 0
Neuro
Sig. (2-tailed) .000 .000 .000 .000 .627 .000 .
N 490 490 490 490 490 490 490
Correlation .200
.023 -.209** .182** .161** -.041 ** .077
Coefficient
Age
Sig. (2-tailed) .605 .000 .000 .000 .366 .000 .089
N 490 490 490 490 490 490 490
Correlation .094 -
.071 -.228** .047 .054 .031 *
Coefficient .066
Educ
Sig. (2-tailed) .116 .000 .300 .235 .493 .038 .145
N 490 490 490 490 490 490 490
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-
tailed).
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 85

APPENDIX E: Regression Model Summaries

Model Summaryb
Std. Change Statistics
Adjusted
R Error of R Durbin-
Model R R F Sig. F
Square the Square df1 df2 Watson
Square Change Change
Estimate Change
1 .086a .007 .005 3.93421 .007 3.609 1 488 .058 1.768
a. Predictors: (Constant), Extr_sum
b. Dependent Variable: WTBD_sum

Model Summaryb
Change Statistics
Adjusted Std. Error
R R Durbin-
Model R R of the F Sig. F
Square Square df1 df2 Watson
Square Estimate Change Change
Change
1 .061a .004 .002 3.94129 .004 1.844 1 488 .175 1.775
a. Predictors: (Constant), Neuro_sum
b. Dependent Variable: WTBD_sum

Model Summaryc
Std. Change Statistics
Adjusted
R Error of R Durbin-
Model R R F Sig. F
Square the Square df1 df2 Watson
Square Change Change
Estimate Change
1 .218a .048 .044 3.85732 .048 12.202 2 487 .000
2 .219b .048 .042 3.86123 .000 .014 1 486 .907 1.744
a. Predictors: (Constant), Ethno_sum, Extr_sum
b. Predictors: (Constant), Ethno_sum, Extr_sum, Interr_EthnoExtr
c. Dependent Variable: WTBD_sum

Model Summaryc
Std. Change Statistics
R Adjusted Error of R Durbin-
Model R F Sig. F
Square R Square the Square df1 df2 Watson
Change Change
Estimate Change
1 .207a .043 .039 3.86706 .043 10.915 2 487 .000
b
2 .267 .071 .066 3.81325 .028 14.840 1 486 .000 1.746
a. Predictors: (Constant), Ethno_sum, Neuro_sum
b. Predictors: (Constant), Ethno_sum, Neuro_sum, Interr_EthnoNeuro
c. Dependent Variable: WTBD_sum
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 86

Model Summaryc
Std. Change Statistics
R Adjusted Error of R Durbin-
Model R F Sig. F
Square R Square the Square df1 df2 Watson
Estimate Change Change Change
1 .028a .001 -.003 3.66205 .001 .187 2 487 .830
2 .077b .006 .000 3.65640 .005 2.508 1 486 .114 1.771
a. Predictors: (Constant), Ethno_sum, Neuro_sum
b. Predictors: (Constant), Ethno_sum, Neuro_sum, Interr_EthnoNeuro
c. Dependent Variable: WTBF_sum

Model Summaryb
Std. Change Statistics
R Adjusted Error of R Durbin-
Model R F Sig. F
Square R Square the Square df1 df2 Watson
Change Change
Estimate Change
1 .100a .010 .008 3.64126 .010 4.956 1 488 .026 1.782
a. Predictors: (Constant), Extr_sum
b. Dependent Variable: WTBF_sum

Model Summaryb
Std. Change Statistics
R Adjusted Error of R Durbin-
Model R F Sig. F
Square R Square the Square df1 df2 Watson
Estimate Change Change Change
1 .010a .000 -.002 3.65951 .000 .052 1 488 .820 1.775
a. Predictors: (Constant), Neuro_sum
b. Dependent Variable: WTBF_sum

Model Summaryc
Std. Change Statistics
R Adjusted Error of R Durbin-
Model R F Sig. F
Square R Square the Square df1 df2 Watson
Estimate Change Change Change
1 .104a .011 .007 3.64349 .011 2.676 2 487 .070
2 .105b .011 .005 3.64684 .000 .105 1 486 .746 1.786
a. Predictors: (Constant), Ethno_sum, Extr_sum
b. Predictors: (Constant), Ethno_sum, Extr_sum, Interr_EthnoExtr
c. Dependent Variable: WTBF_sum
 PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 87

APPENDIX F: Regression Summary Statistics

Coefficientsa
95.0%
Unstandardized Standardized Collinearity
Confidence
Coefficients Coefficients Statistics
Model t Sig. Interval for B
Std. Lower Upper
B Beta Tolerance VIF
Error Bound Bound
(Constant) 12.914 1.169 11.044 .000 10.617 15.211
1
Extr_sum -.073 .038 -.086 -1.900 .058 -.149 .003 1.000 1.000
a. Dependent Variable: WTBD_sum

Coefficientsa
95.0%
Unstandardized Standardized Collinearity
Confidence
Coefficients Coefficients Statistics
Model t Sig. Interval for B
Std. Lower Upper
B Beta Tolerance VIF
Error Bound Bound
(Constant) 11.811 .824 14.334 .000 10.192 13.430
1
Neuro_sum -.043 .031 -.061 -1.358 .175 -.104 .019 1.000 1.000
a. Dependent Variable: WTBD_sum

Coefficientsa
Unstandardized Standardized 95.0% Confidence Collinearity
Coefficients Coefficients Interval for B Statistics
Model t Sig.
Std. Lower Upper Toler
B Beta VIF
Error Bound Bound ance
(Constant) 16.120 1.803 8.940 .000 12.577 19.663
1 Extr_sum -.112 .042 -.131 -2.682 .008 -.194 -.030 .839 1.192
Neuro_sum -.079 .034 -.114 -2.328 .020 -.146 -.012 .839 1.192
a. Dependent Variable: WTBD_sum

Coefficientsa
Standardi
95.0%
Unstandardized zed Collinearity
Confidence
Coefficients Coefficie Statistics
Model t Sig. Interval for B
nts
Std. Lower Upper
B Beta Tolerance VIF
Error Bound Bound
(Constant) 11.029 1.219 9.047 .000 8.634 13.425
1 Extr_sum -.078 .038 -.092 -2.071 .039 -.152 -.004 .999 1.001
Ethno_sum .260 .057 .201 4.544 .000 .148 .373 .999 1.001
(Constant) 11.366 3.139 3.621 .000 5.198 17.533
Extr_sum -.089 .101 -.104 -.882 .378 -.288 .109 .140 7.153
2
Ethno_sum .215 .392 .166 .548 .584 -.556 .986 .021 46.868
Interr_EthnoExtr .001 .013 .038 .116 .907 -.023 .026 .019 54.007
a. Dependent Variable: WTBD_sum
 PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 88

Coefficientsa
95.0%
Unstandardized Standardized Collinearity
Confidence
Coefficients Coefficients Statistics
Model t Sig. Interval for B
Std. Lower Upper
B Beta Tolerance VIF
Error Bound Bound
(Constant) 9.778 .928 10.537 .000 7.955 11.601
1 Neuro -.042 .031 -.060 -1.347 .178 -.102 .019 1.000 1.000
Ethno .256 .057 .198 4.463 .000 .143 .369 1.000 1.000
(Constant) 2.469 2.107 1.172 .242 -1.670 6.608
Neuro .241 .079 .347 3.036 .003 .085 .397 .146 6.832
2
Ethno 1.206 .253 .931 4.767 .000 .709 1.703 .050 19.972
Interr_EthnoNeuro -.037 .010 -.853 -3.852 .000 -.056 -.018 .039 25.632
a. Dependent Variable: WTBD_sum

Coefficientsa
Unstandardized Standardized 95.0% Confidence Collinearity
Coefficients Coefficients Interval for B Statistics
Model t Sig.
Std. Lower Upper
B Beta Tolerance VIF
Error Bound Bound
(Constant) 8.215 1.082 7.591 .000 6.088 10.341
1
Extr_sum .079 .036 .100 2.226 .026 .009 .149 1.000 1.000
a. Dependent Variable: WTBF_sum

Coefficientsa

Unstandardized Standardized 95.0% Confidence Collinearity

Coefficients Coefficients Interval for B Statistics
Model t Sig.
Std. Lower Upper
B Beta Tolerance VIF
Error Bound Bound
(Constant) 10.766 .765 14.071 .000 9.262 12.269
1
Neuro_sum -.007 .029 -.010 -.227 .820 -.064 .051 1.000 1.000
a. Dependent Variable: WTBF_sum

Coefficientsa
95.0%
Unstandardized Standardized Collinearity
Confidence
Coefficients Coefficients Statistics
Model t Sig. Interval for B
Std. Lower Upper
B Beta Tolerance VIF
Error Bound Bound
(Constant) 8.463 1.152 7.349 .000 6.201 10.726
1 Extr_sum .080 .036 .101 2.243 .025 .010 .150 .999 1.001
Ethno_sum -.034 .054 -.029 -.634 .526 -.141 .072 .999 1.001
(Constant) 9.347 2.965 3.153 .002 3.522 15.172
Extr_sum .051 .095 .065 .538 .591 -.136 .239 .140 7.153
2 Ethno_sum -.153 .371 -.127 -.413 .680 -.881 .575 .021 46.868
Interr_EthnoExtr .004 .012 .107 .324 .746 -.019 .027 .019 54.007
a. Dependent Variable: WTBF_sum
 PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 89

Coefficientsa
95.0%
Unstandardized Standardized Collinearity
Confidence
Coefficients Coefficients Statistics
Model t Sig. Interval for B
Std. Lower Upper
B Beta Tolerance VIF
Error Bound Bound
(Constant) 11.010 .879 12.530 .000 9.284 12.737
1 Neuro_sum -.007 .029 -.010 -.232 .817 -.064 .051 1.000 1.000
Ethno_sum -.031 .054 -.026 -.568 .570 -.138 .076 1.000 1.000
(Constant) 13.892 2.020 6.878 .000 9.923 17.861
Neuro_sum -.118 .076 -.183 -1.552 .121 -.268 .031 .146 6.832
2
Ethno_sum -.405 .243 -.338 -1.671 .095 -.882 .071 .050 19.972
Interr_EthnoNeuro .014 .009 .363 1.584 .114 -.003 .032 .039 25.632
a. Dependent Variable: WTBF_sum
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 90

APPENDIX G: ANOVA Tables from Regressions

ANOVAa
Sum of Mean
Model df F Sig.
Squares Square
Regression 363.098 2 181.549 12.202 .000b
1 Residual 7246.037 487 14.879
Total 7609.135 489
Regression 363.300 3 121.100 8.123 .000c
2 Residual 7245.835 486 14.909
Total 7609.135 489
a. Dependent Variable: WTBD_sum
b. Predictors: (Constant), Ethno_sum, Extr_sum
c. Predictors: (Constant), Ethno_sum, Extr_sum, Interr_EthnoExtr

ANOVAa
Sum of Mean
Model df F Sig.
Squares Square
Regression 326.460 2 163.230 10.915 .000b
1 Residual 7282.675 487 14.954
Total 7609.135 489
Regression 542.252 3 180.751 12.430 .000c
2 Residual 7066.883 486 14.541
Total 7609.135 489
a. Dependent Variable: WTBD_sum
b. Predictors: (Constant), Ethno_sum, Neuro_sum
c. Predictors: (Constant), Ethno_sum, Neuro_sum, Interr_EthnoNeuro

ANOVAa
Sum of Mean
Model df F Sig.
Squares Square
Regression 71.056 2 35.528 2.676 .070b
1 Residual 6464.936 487 13.275
Total 6535.992 489
Regression 72.449 3 24.150 1.816 .143c
2 Residual 6463.543 486 13.299
Total 6535.992 489
a. Dependent Variable: WTBF_sum
b. Predictors: (Constant), Ethno_sum, Extr_sum
c. Predictors: (Constant), Ethno_sum, Extr_sum, Interr_EthnoExtr

ANOVAa
Sum of Mean
Model df F Sig.
Squares Square
Regression 5.013 2 2.507 .187 .830b
1 Residual 6530.979 487 13.411
Total 6535.992 489
Regression 38.543 3 12.848 .961 .411c
2 Residual 6497.448 486 13.369
Total 6535.992 489
a. Dependent Variable: WTBF_sum
b. Predictors: (Constant), Ethno_sum, Neuro_sum
c. Predictors: (Constant), Ethno_sum, Neuro_sum, Interr_EthnoNeuro
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 91

APPENDIX F: Questionnaire presented to the respondents

 Dėl tyrimo pobūdžio, apklausoje gali dalyvauti tik asmenys, sulaukę 20 metų. Ar Jums

yra 20 metų?

o Taip

o Ne

 Ar vartojate alkoholinį arba nealkoholinį alų?

o Taip

o Ne

 Ar kartais perkate alkoholinį arba nealkoholinį alų savo draugams, šeimos nariams?

o Taip

o Ne

Žemiau yra nurodytos savybės, kurios gali būti Jums būdingos arba nebūdingos. Perskaitykite

kiekvieną teiginį ir pažymėkite vieną Jums labiausiai tinkantį atsakymo variantą (nuo 1 –

visiškai nesutinku iki 5 –visiškai sutinku). Sakinį mintyse pradėkite fraze:

 Matau save, kaip žmogų, kuris...

o Yra šnekus

o Yra užsidaręs savyje

o Yra pilnas energijos

o Turi daug entuziazmo

o Linkęs būti tylus

o Turi tvirtą asmenybę

o Kartais yra drovus, susivaržęs

o Yra draugiškas, bendraujantis

 Matau save kaip žmogų, kuris...

o Yra prislėgtas, liūdnas

PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 92

o Yra atsipalaidavęs, lengvai susitvarko su stresu

o Gali būti įsitempęs

o Daug nerimauja

o Emociškai stabilus, staiga nenuliūstantis

o Gali būti šaltas ir atitolęs nuo kitų

o Gali būti nepastovios nuotaikos

o Išlieka ramus net ir įtemptose situacijose

o Lengvai susinervina

 Perskaitykite kiekvieną teiginį ir pažymėkite vieną Jums labiausiai tinkantį atsakymo

variantą (nuo 1 –visiškai nesutinku iki 5 –visiškai sutinku).

o Negerai pirkti užsienyje pagamintas prekes

o Tikras lietuvis visada turėtų pirkti tik Lietuvoje pagamintas prekes

o Mes turėtume pirkti produktus pagamintus Lietuvoje, ir neleisti kitoms šalims

krautis turtų mūsų sąskaita

o Lietuviai neturėtų pirkti užsienyje pagamintų prekių, nes tai kenkia Lietuvos

verslui ir didina nedarbą

o Turėtume pirkti tik tuos užsienyje pagamintus produktus, kurių atitikmenys

negaminami Lietuvoje

 Perskaitykite kiekvieną teiginį ir pažymėkite vieną Jums labiausiai tinkantį atsakymo

variantą (nuo 1 –visiškai nesutinku iki 5 –visiškai sutinku).

o Renkuosi parduotuves, kuriose didelis lietuviško alaus pasirinkimas

o Jeigu būtų du visiškai vienodi alūs, bet vienas iš jų pagamintas Lietuvoje, o kitas

– importuotas, mokėčiau net ir 10% brangiau už Lietuvoje pagamintą alų

o Kai renkuosi kurį alų pirkti, dažniausiai ieškau lietuviškų prekinių ženklų

o Kitą kartą, kai spręsiu kokį alų pirkti, rinksiuosi lietuvišką produktą
PERSONALITY TRAITS IMPACT ON PURCHASE INTENTIONS 93

 Perskaitykite kiekvieną teiginį ir pažymėkite vieną Jums labiausiai tinkantį atsakymo

variantą (nuo 1 –visiškai nesutinku iki 5 –visiškai sutinku).

o Renkuosi parduotuves, kuriose didelis importuoto alaus pasirinkimas

o Jeigu būtų du visiškai vienodi alūs, bet vienas iš jų pagamintas Lietuvoje, o kitas

– importuotas, mokėčiau net ir 10% brangiau už importuotą alų

o Kai renkuosi kurį alų pirkti, dažniausiai ieškau užsienietiškų prekinių ženklų

o Kitą kartą, kai spręsiu kokį alų pirkti, rinksiuosi užsienietišką produktą

 Jūsų lytis

o Vyras

o Moteris

 Jūsų amžius (įrašykite)

 Jūsų išsilavinimas

o Vidurinis

o Aukštasis neuniversitetinis

o Aukštasis – bakalauro laipsnis

o Aukštasis – magistro laipsnis

o Aukštasis – daktaro laipsnis

 Jūsų mėnesinės pajamos

o 0-425 EUR

o 426-858 EUR

o 859-1500 EUR

o 1501-2500 EUR

o 2500+ EUR