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Personality traits and their impact on decision-making risks in auction-based market purchases..
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International Journal Of Business Forecasting And Marketing Intelligence, v. 10, n. 1, p. 96-118, 2025.
MACÊDO, Alvaro Fabiano Pereira de; SILVA, Wesley Vieira da; VEIGA, Claudimar Pereira da; DALAZEN, Luciano Luiz; SILVA, Deoclécio Junior Cardoso da.
Artigo
Macêdo, Alvaro Fabiano Pereira de
MACÊDO, Alvaro Fabiano Pereira de; SILVA, Wesley Vieira da; VEIGA, Claudimar Pereira da; DALAZEN, Luciano Luiz; SILVA, Deoclécio Junior Cardoso da.
Understanding human behaviour is pivotal in financial services
marketing, particularly in decision-making processes. Given that individual
characteristics can significantly influence participation dynamics in auctions,
this research delves into how personality traits shape the risk profile of
auction market purchasers. Utilising a mixed-methods approach, we gathered
data from 58 qualitative and 282 quantitative respondents through an online
questionnaire. This sample comprised Brazilian auction participants, both
buyers and sellers. The analysis employed advanced statistical methodologies,
highlighting descriptive statistics, hypothesis tests, and factor and regression
analyses. We scrutinised five key personality constructs: extraversion,
neuroticism, pleasantness, openness to experience, and conscientiousness. This
study presents five principal insights, equipping auctioneers, sellers, and buyers
with a deeper understanding of auction participant profiles. These findings pave
the way for optimised business strategies and demystify auction dynamics.
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