PERSONALITY TRAITS AS PREDICTORS DECISION MAKING TOWARDS ADVERTISING AMONG MALAYSIAN CONSUMERS STUDENT

Abstract

The purpose of this study is understanding the personality traits among Malaysian consumers’ student involved in advertising. This study is conducted to examine the predictive relationship between personality traits and Decision making towards advertising among consumers’ student in Malaysia. The survey research employed the administration of two standardized psychological tests which are the Big Five Personality traits (Saucier 1994), Questionnaire and 5 phases’ Decision making Questionnaire( Khorvash, Khairuddin, Omar 2009). The number of students participated in this study is 375 that selected from local inhabitants. Data analyzed using Pearson correlation and multiple regression analysis. Results showed that there is significant correlations between the traits of conscientiousness and emotion stability with decision making toward advertising. Results also demonstrated that high conscientiousness and emotion stability traits significantly predicted by the consumers’ decision making toward advertising.