Choice Drivers (10-12-21)

Ebert and teammates investigated influences on decisions made.  They share “evidence on the relationship of individual and regional personality with spending behavior. Analyzing the spending records of 111,336 participants (31,915,942 unique transactions) across 374 Local Authority Districts (LAD) in the United Kingdom, we first show that geographic regions with higher aggregate scores on a given personality trait collectively spend more money on categories associated with that trait. Shifting the focus to individual level spending as our behavioral outcome (N = 1,716), we further demonstrate that regional personality of a participant’s home LAD predicts individual spending above and beyond individual personality. That is, a person’s spending reflects both their own personality traits as well as the personality traits of the people around them. . . .  Taken together, our findings empirically support the proposition that spending behaviors reflect personality traits as both personal and environmental characteristics.”

Tobias Ebert, Friedrich Gotz, Joe Gladstone, Sandrine Muller, and Sandra Matz. 2021.  “Spending Reflects Not Only Who We Are But Also Who We Are Around:  The Joint Effects of Individual and Geographic Personality on Consumption.”  Journal of Personality and Social Psychology, vol. 121, no. 2, pp. 378-393, https://doi.org/10.1037/pspp0000344