A Study of Relationship Between Personality and Product Identity

  • Wen-Zhong SuEmail author
  • Po-Hsien Lin
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9741)


There are many researches show that product have personified personality, in recently years, the cultural & creative products has emphasize the direction of personalized merchandise to cater demand from consumer and thereby satisfied the maverick consumer which have distinctive psychological needs. The purpose of this study is investigated the cognition of cultural & creative products are identical between the consumer who have different personality traits and learn more about the consumer preferences and purchase intentions. The research process of this paper is divided into four phases. First, according to the literature reviews define the correspondence between “Personality”, “Personalized Product” and “Consumer Perception” as first phase. In second phase, this paper collected the winner’s works of cultural & creative award during 2010 to 2015 as test sample to implement expert pre-questionnaire. Researcher reconstructed next phase questionnaire through comparison the “Personalized Product” awareness from expert into formal survey. During the third phase, each examinee will answer Professional DynaMetric Programs and finish “Personalized Product and Purchase Intention questionnaire”. The fourth phase will be data analysis and result. This study is going to verify the relationship between “Personality of Cultural & Creative Product” and “Consumer Perception”, and discuss the correlation of “Consumer Perception” and “Personality”. Above factor will be affected the consumer purchase intention or not. This result would be provided to product planner, designer or marketing for reference.


Products personality Personality traits Consumer perception Purchase intentions 


  1. Aaker, J.L.: Dimensions of brand personality. J. Mark. Res. 34, 347–356 (1997)CrossRefGoogle Scholar
  2. Creusen, M.E.H., Schoormans, J.P.: The different roles of product appearance in consumer choice. J. Prod. Innov. Manage 22(1), 63–81 (2005)CrossRefGoogle Scholar
  3. Jordan, P.: Designing Pleasure Products: an Introduction to the New Factors. Taylor & Francis, London (2000)CrossRefGoogle Scholar
  4. Kotler, N., Kotler, P.: Can museums be all things to all people?: Missions, goals, and marketing’s role. Mus. Manage. Curatorship 18(3), 271–287 (2000)CrossRefGoogle Scholar
  5. McDonagh, D., Weightman, D.: If kettles are from Venus and televisions are from Mars, where are cars from?. In: 5th European Academy of Design Conference, Barcelona, Spain, pp. 151–162, April 2003Google Scholar
  6. Norman, Donald A.: Emotional Design: Why We Love (or Hate) Everyday Things, pp. 63–98. Basic Books, New York (2004)Google Scholar
  7. Norman, D.A., Ortony, A.: Designers and users: two perspectives on emotion and design. In: Bagnara, S., Crampton-Smith, G. (Eds.) Theories and Practice in Interaction Design, pp. 91–103. Lawrence Erlbaum Associates, Mahwah (2006). Accessed 11 March 2010Google Scholar
  8. Rahman, Osmud: The influence of visual and tactile inputs on denim jeans evalation. Int. J. Des. 6(1), 2012 (2012)Google Scholar
  9. Robbins, S.P.: Fundamentals of Management. Prentice HalI, Upper Saddle River (2000)Google Scholar
  10. Sirgy, M.J.: Self-concept in consumer behavior: a critical review. J. Consum. Res. 9(3), 287–300 (1982)CrossRefGoogle Scholar
  11. Wenxian, Z., Qinfu, Z.: Joint Analysis of Product Design. Management Science Series, vol. 9. Hwatai Cultural Enterprise Limited, Taipei (2000)Google Scholar
  12. Chen, X.: A Study of Information Design for Cultural Product. Master’s thesis of Ming Chuan University Design Management Research Institute (2009)Google Scholar
  13. Zang Z.: Unpublished master’s thesis. Department of Computer Science and Information Management of Providence University. Title of thesis: “Recommendation and Product Identity–Influence on Consumer Purchasing Online Recommended Products.” (2008)Google Scholar
  14. Zhong S.: Cognitive Psychology. Psychology Publishing House in Taipei City (1990)Google Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Graduate School of Creative Industry DesignNational Taiwan University of ArtsNew TaipeiTaiwan

Personalised recommendations