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Consumer personality factors and iPhone consumption in China


Sun, G and Li, J and Cheng, Z and D'Alessandro, S and Johnson, L, Consumer personality factors and iPhone consumption in China, Journal of Consumer Behaviour pp. 1-9. ISSN 1472-0817 (2020) [Refereed Article]

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Available from 21 October 2022

Copyright Statement

2020 John Wiley & Sons Ltd This is the peer reviewed version of the following article: Sun G, Li J, Cheng Z, D'Alessandro S, Johnson L. Consumer personality factors and iPhone consumption in China. J Consumer Behav. 2020;19, which has been published in final form at This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions."

DOI: doi:10.1002/cb.1899


The iPhone is an iconic brand in China. In this article, we examine the impact of various personality factors, namely attention to social comparison information, need for uniqueness and quality consciousness, on purchase intentions for the iPhone among a sample of iPhone owners as well as non‐iPhone owners. We find that intention to purchase an iPhone in China is driven by personality factors of attention to social comparison, the need for uniqueness along with the decision‐style of quality consciousness. Our model shows intent explains iPhone ownership quite well, especially when income is included in the model.

Item Details

Item Type:Refereed Article
Keywords:personality, iPhone, China
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-oriented product or service development
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:141511
Year Published:2020
Web of Science® Times Cited:1
Deposited By:Marketing
Deposited On:2020-10-27
Last Modified:2021-04-14
Downloads:2 View Download Statistics

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