Personality Classification of Consumers: A Comparison of Variables, Standardization and Clustering Methods

The use of personality trait measurement is increasing in sensory evaluation for linking certain variables (i.e., consumption behavior and product preferences) to particular attributes. For this study, 976 consumers rated agreement on 44 statements from the Big Five Inventory using a 5‐point Likert‐...

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Veröffentlicht in:	Journal of sensory studies 2013-12, Vol.28 (6), p.504-512
Hauptverfasser:	Cherdchu, Panat, Chambers IV, Edgar
Format:	Artikel
Sprache:	eng
Schlagworte:	Classification Cluster analysis Methods Personality traits Principal components analysis Standardization Variables
Online-Zugang:	Volltext
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