This article examines the foundations of democratic citizenship along three dimensions: generalised trust in other people; norms of citizenship; and participation in organisations. Contrary to previous research, which mainly focuses on situational factors, this article scrutinises how individual predispositions, in terms of personality traits, influence the three dimensions of democratic citizenship. In accordance with recent research, personality is conceptualised according to the Big Five personality model encompassing the five traits Openness (to experience), Conscientiousness, Extraversion, Agreeableness and Neuroticism. Based on a nationally representative Danish survey, which includes a 60-item Big Five personality inventory, we show that personality traits to a considerable extent influence all three dimensions of democratic citizenship. Furthermore, for norms of citizenship and organisational involvement, the personality traits have differential impacts contingent on the norm and type of organisational involvement in question. Adapted from the source document.
This article examines the foundations of democratic citizenship along three dimensions: generalised trust in other people; norms of citizenship; and participation in organisations. Contrary to previous research, which mainly focuses on situational factors, this article scrutinises how individual predispositions, in terms of personality traits, influence the three dimensions of democratic citizenship. In accordance with recent research, personality is conceptualised according to the Big Five personality model encompassing the five traits Openness (to experience), Conscientiousness, Extraversion, Agreeableness and Neuroticism. Based on a nationally representative Danish survey, which includes a 60-item Big Five personality inventory, we show that personality traits to a considerable extent influence all three dimensions of democratic citizenship. Furthermore, for norms of citizenship and organisational involvement, the personality traits have differential impacts contingent on the norm and type of organisational involvement in question.
Evidence of assortative mating according to personality was reported in a previous SOEP-based study (Rammstedt & Schupp, 2008). Based on population representative data of almost 7,000 couples, high levels of congruence between spouses were found, which increased with marriage duration. Almost 5,000 of these couples were tracked over a five-year period with personality assessed at the beginning and end of this time, which allowed us to investigate the relationship between personality congruence and marriage duration longitudinally. Using this data, we investigated (a) whether personality congruence is predictive for partnership longevity and whether congruence therefore differs between subsequently stable and instable couples, (b) if stable couples become more congruent, and (c) if separated couples become less congruent with regard to their personality over time. The results provide initial evidence of personality congruence as a predictor for partnership longevity: the more congruent couples are in the personality domain of Openness, the more stable their partnership. In addition, we found no indications of an increase in personality congruence over time within the stable couples; within the separated couples, however, a strong decrease in congruence was detectable.
The Mandarin Chinese version of Costa and McCrae's (1992) Revised NEO Personality Inventory (NEO-PI-R) was used to survey 473 people from 9 occupational groups in mainland China. Internal consistency was adequate for almost all dimensions. Correlations with occupation and gender sustained the validity of NEO-PI-R. The differences of mean value between Chinese participants and an American sample (Costa & McCrae, 1992) were significant in 4 dimensions. However, further validation of the 5-factor model for the assessment of personality in China is needed.
We investigated the impact of consistency between consumer personality and brand personality on emotional brand attachment. Participants were 200 undergraduate students at Tsinghua University and we used leading brands in the product category of mobile phone as the survey's stimuli. The results of a structural equation model suggested that consistency in the personality dimensions of sincere, cool, and young had a significant positive impact on the participants' brand attachment compared with consistency in the dimensions of simple, sensitive, reliable, and competent. The results provide strong support for the hypothesis that people feel emotionally attached to brands that match their personality or reflect who they believe they are. We also discuss important theoretical and practical implications of these findings.
After 60 years of scholarship on the rule‐bound bureaucratic personality, this article turns attention to the unbureaucratic personality. Identified by a willingness to bend rules, the unbureaucratic personality is thought to be influenced by individual and workplace attributes. The individual attributes investigated in this article include nonconformity, risk propensity, and public service commitment, all of which are expected to stimulate the unbureaucratic personality. Workplace attributes include formalization and centralization, which are expected to suppress the unbureaucratic personality, and red tape, which is expected to trigger it. These hypotheses are tested using mail survey data collected from employees of four cities in a midwestern state. The results of ordered probit modeling of the data suggest that nonconformity and risk taking increase the unbureaucratic personality, as do red tape and centralized workplaces. By contrast, the unbureaucratic personality appears to be diminished by public service commitment and workplace formalization. The implications of these results for the normative aspects of rule bending are discussed.
Comments on Canada's international personality as expounded in its 19 April 2005 "International Policy Statement: A Role of Pride and Influence in the World." It is argued that this international personality is rooted in the success of Canada's political project, which is centered on an original form of political citizenship based on values & principles that equip Canada to handle the challenges of globalization. In the context of the latter, Canada's international motive is addressed, focusing on a spirit of confidence & an ethic of conscience. Aspects of Canada's foreign policy reflective of these traits are considered: cultural diversity, climate change, development assistance, & Canadian-US relations. Key changes in Canadian diplomacy proposed in its international policy statement are discussed in closing. J. Zendejas
Purpose The relationship between brand personality and consumer personality has become a researched issue in recent years. It is viewed that marketers start the dialogue with consumers through personality route by building brand personality in line with consumers' own personality traits. Moreover, in the midst of stiff competition, role of corporate personality, as a component of corporate identity, has been considered instrumental behind the success of the organization. As a result, there might be a possibility that other than his/her own personality traits, a consumer's brand preference may be influenced by both brand personality and corporate personality of the said brand marketer. So, the predictive roles of individual personality, brand personality and corporate personality on consumer brand preference formation need to be empirically investigated so that the same may be addressed strategically. However, as per knowledge of the researcher, no empirical study has been made to investigate the predictive role of consumer personality, brand personality and corporate personality on brand preference. In this back drop, to the best of our knowledge, this study is the first attempt to fill this research gap by investigating firstly, the direct effects of individual personality of consumer, brand personality and corporate personality on consumer brand preference and secondly the impact of interaction effects of those variables on brand preference in the context of the emerging economies.
Design/methodology/approach This study includes Indian four-wheeler passenger car market as the focal point of the study. As the product category is predominantly linked with symbolic benefits to the consumers, this target segment may be motivated to express their personality through the brands they prefer. As a result it may be an appropriate sector to study the influence of individual, brand and corporate personality behind brand preference. In this study, we have used an anonymous self-administered structured questionnaire. Part A captured respondent's brand preference. Part B used The Big Five Model personality scale. Part C used the 'Brand Personality Scale' proposed by Aaker (1997) as a measure of brand personality. Part D comprised 'Corporate Personality Scale' developed by Davies et al. (2001). Part E recorded demographic data, including age, income, educational qualification and occupation. For Part B, C and D, Respondents were asked to rate each of the dimensions, using a five-point Likert scale, ranging from 5=Most descriptive to 1=Least Descriptive. The validity of the theoretical model is tested through Confirmatory Factor Analysis (CFA). In the first stage, main effects of the proposed model are tested. In the next stage, we have tested interaction effects of constructs on band preference. To test the hypotheses multiple regression method has been used.
Findings The result of main effects shows that individual and brand personality has significant impact on brand preference for the considered brand by the consumers. This implies that at the time of brand preference, consumers give due importance to individual personality and personality of the considered brand of SUV. A strong and clear brand personality indicates a favorable view about the brand. Further, the result shows at the time of buying decision, personalities of both product and corporate brand are influencing their preferences. Here, consumers might be making strong association between corporate and brand personalities. In addition, interaction effects among individual, brand and corporate personality are also significant. One may view from the result that consumers do not encourage compartmentalize thinking at the time of brand choice. In place of considering his/her own personality and brand and corporate personality as a standalone entity, they think in totality and interaction effects have significant influence on their brand preference.
Research limitations/implications The paper has mentioned limitations: the restriction on selecting industry, company and brand, the restraint of sampling coverage and lack of generalization of the study findings. The implications should be interpreted with care. In this study we have not compared different brands from same industry or brands from different industries; there is a scope to do so. Moreover, this study considers results from one national context and, consequently, cross-national study may be conducted to extend the validity of the findings.
Practical implications The findings from this study may enlighten brand marketers about the degree of influence of brand personality, corporate personality, and consumer personality on brand preference. This study advocates interaction effects of individual, brand and corporate on consumer brand preference. From this study perspective, we may say, brand personality and corporate personality provide significant opportunity for creation of uniqueness and have the potential to significantly influence brand preference.
Originality/value This paper makes two contributions to the brand management literature. First, it provides new empirical evidence of the positive main effect of individual and brand personality on brand preference. Second, this paper first investigates interaction effects of individual personality, brand personality and corporate personality on brand preference. This is a very unique contribution of the paper. The results provide new insights for academic and practitioners into the relationship among individual personality, brand personality and corporate personality. This study is the first attempt to fill this research gap by investigating the impact of consumer personality, brand personality and corporate personality on brand preference.
The evolution of mankind is based on the expansion of the capabilities of Homo sapiens based on the development and mastery of technology as cultural tools for development. A letter and a book are prime examples. Today the human personality has been expanded not only with a pen, a watch, a spyglass and an encyclopedia but also with a calculator, an automatic translator, a digital navigator, access to the World Wide Web and other digital means of expanding the mind which tremendously increase the power of the human brain. We evaluate graduates in terms of their ability to engage in cognitive, labor, and other activities as an extended personality who masters digital means and is able to make a moral choice in a digital society. The system of educational goals, planned results, standards, programs should be addressed specifically to the extended personality of the student and teacher.
The article is devoted to the problem of personal involvement in dance activity. The author applies an interdisciplinary research methodology: on the one hand, a semiotic analysis of the dance language is carried out and the features of the dance sign are considered, on the other hand, a psychological description of the dancer's personality is given, a psychological portrait is created. According to the methodology of the cultural-historical approach, the sign is taken in its instrumental function and orientation. The author puts forward a hypothesis about the dual orientation of the dance movement as an expressive language: orientation on the viewer as a visual component of the sign and on the dancer himself through the kinesthetic component. The material of dance as a type of artistic activity is the body of the dancer, which undergoes reinterpretation and symbolization. Not only the body, but also the whole personality can become the material of dance, it can be included and transformed in the course of the dance activity. The bi-directionality of the dance sign can lead to a discrepancy, a rupture of the function of the dance movement, which is expressed in an object relation to one's own body, in strict control of movements and the non-involvement of the emotional and sensual sphere of the individual in the dance activity. Stage forms of dance contribute more to this discrepancy, developing mainly motor technique in isolation from the semantic side of movement and focusing on the visual expressiveness of dance. On the other hand, ceremonial, sacred, ritual dances, many forms of modern free dance contribute to the integral inclusion of a person in the dance and are aimed at transforming the personality in plastic action. On the basis of biographical material, the destinies of outstanding dancers and dance teachers are analyzed. It is shown how an object attitude to one's own body and one's own personality can lead to an internal split and loss of subjectivity. A contradiction may arise between a person's experience in dance and her/his behavior in real life. It is removed under the condition that a person carries out a transformative activity – work on himself/herself.
