Consumer personality factors and iPhone consumption in China

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.