Mccrae And Costa's Five Factor Personality Theory

The study is based on McCrae and Costa’s five factor personality theory. According to McCrae and John (1992, as cited in John & Srivastava, 1999), personality is divided into classifications: (1) McCrae and Costa (2008) with Mondak (2010) (as cited in Badgaiyan & Verma, 2014) defined Openness as a characteristic with a broad set of interests determining a flexible viewpoint, this depicts the proliferation of original and imaginative ideas; (2) Conscientiousness refers to the characteristics of individuals who embody punctuality, orderliness, and self-discipline (McCrae & Costa, 1997, as cited in Hirsh & Dolderman, 2007); (3) Extraversion was described by McCrae and John (1989, as cited in McCrae & Costa, 1992) as a personality trait of people

The Biological Bases refer to the hereditary factor that influences the Basic Tendencies. The Objective Biography refers to behaviors, and is considered as the product of the personality system. It is also affected by the Characteristic Adaptations. Both the Objective Biography and External Influence affect each other. The External Influence refers to culture, social trends, coincidence and variables in life situations (McCrae & Costa, 2008). The focus of the five factor theory is more on the core components of the personality system rather than the peripheral components, as such there is not much elaboration of the peripheral components (McCrae & Costa, 2008). In applying this theory to the current study, consumer decision-making style is considered as part of the Characteristic Adaptations. Characteristic Adaptations are affected by Basic Tendencies and External

According to Mokhlis (2009), most researchers agree that there are differences in the consumer decision-making styles of people that come from varying cultural backgrounds or countries. This is evident in reliability studies regarding the CSI (Sproles & Kendall, 1986). Some studies would retain most of the eight original consumer decision-making styles while some would decrease or increase them as it applies in their culture (Mokhlis, 2009). Cultural differences were also considered in the study of Zhu et al. (2012), wherein differences were found in the consumer decision-making styles and personality traits of online consumers and traditional