The Effect of Brand Personality In Forming Suboptimal Bias on Purchase Decisions
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 9
Abstract
Suboptimal bias is a situation where the purchase is carried out irrationally because of a certain bias in making purchasing decisions. This study explores the role of brand personality in generating the bias. Brand personality is conceptualized as an attraction of brand personality. This variable is more focused on the ability of the brand personality to attract consumers rather than see whether the personality of the consumer is suitable or not with the brand personality. Three attractiveness variables of brand personality are used as independent variables, namely favorability, originality, and clarity. The attractiveness of brand personality is hypothesized to be related to confirmation bias through a number of mechanisms such as affective hierarchy and availability hierarchy and framing and ego involvement. As an outcome variable, this study uses compulsive purchases which are an emotional support to buy things excessively, either because they are too happy with the brand or afraid of running out.The data was collected by the mall interception method and produced 242 respondents. Data were analyzed using confirmatory factor analysis procedures and structural model analysis. Confirmatory factor analysis produces a model match value CFI = 0,851, RMSEA = 0,101, and χ 2 (142) = 491,47, p = 0,000, while structural model analysis produces a model match value CFI = 0,805, RMSEA = 0,114, and χ 2 (145) = 600,83, p = 0,000. The model shows that clarity is significantly related to confirmation bias and in turn, confirmation bias is related to compulsive buying. These results indicate that consumers are more concerned with the presence or absence of the personality of a brand, rather than whether the brand has a unique personality or because the brand has a good personality.This finding indicates that consumers impose brands such as humans with various personalities, thus confirming animism and anthropomorphism. Familiarity with brands makes one so trust in the brand that they buy it without rational reason.
Authors and Affiliations
Tri Esti Masita, Dr. Pramono Hari Adi. MS, Wiwik Rabiatul Adawiyah.
Keywords
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- EP ID EP412906
- DOI 10.9790/487X-2009061826.
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