Abstract Title: 20% on overconsumption, deal or no deal? Date: 2020-06-05 Paper type: Bachelor's thesis Institute: EST – Ekonomy, Society & Engineering, Mälardalens University. Writers: Hanna Kjell 950327, Yasemin Tuhral 960213 Mentor: Daniel Tolstoy Keywords - Overconsumption, Realizations, Extraversion, Neuroticism, Introvert, Non- Neurotic, Consumer Behaviour Purpose - The purpose of this study is to investigate the influence of personality on perceived overconsumption. Furthermore, the study aims to see whether conclusions can be drawn between personality type and the impact of realizations. The authors also want to examine a salary-perspective, if an individual's income affects his or her over-consumption at realizations. Furthermore, this study aims to increase consumers' understanding of their own over-consumption. This is not a practical contribution to the companies but instead the writers want to give the consumer tools to better understand their own over-consumption. Research question: Does a correlation exist between an individual's personality and its over-consumption at realizations? Methodology - In order to achieve the purpose of this paper, the authors have formulated a survey that 121 number of people answered. The survey was divided on the authors' facebook platforms. The results the authors’ received from the survey have been analyzed and connected to the chosen theories, in order for the purpose to be achieved. Findings: The authors received 121 responses from the survey. The results showed that individuals with extrovert as well as neurotic personalities over-consume most when facing realizations. The study also showed that low income earners over-consume more than what people with a higher salary does. Conclusion: It is possible to see a connection between different personalities and their over-consumption at realizations. Furthermore, it is possible to draw conclusions about low- and high-income earners and how they react to realizations. It was proven that those with lower salaries show a tendency of a higher over-consumption when facing realizations.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-48172 |
| Date | January 2020 |
| Creators | Kjell, Hanna, Tuhral, Yasemin |
| Publisher | Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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