HEXACO PERSONALITY TRAITS AS PREDICTORS OF IMPULSIVE BUYING IN MEN AND WOMEN

Impulsive buying is a complex purchasing behavior which includes quick decision-making and tendency for immediate acquisition of the product. This study aimed to investigate relations between impulsive buying and HEXACO personality traits. These traits show different relationship patterns with other constructs, and these relations may differ in men and women. Data were collected from the sample on 260 undergraduate students (54% women) from various colleges and faculties located in Zagreb using the Buying Impulsiveness Scale (Rock & Fisher, 1995) and the HEXACO Personality Inventory (HEXACO-60; Ashton & Lee, 2009; Babarovic & Sverko, 2013). This research showed that personality plays an important role in explaining impulsive buying. The results of regression analyses indicated that low Conscientiousness is the best predictor of impulsive buying in both men and women. The negative relationship between impulsive buying and Honesty-Humility was found only in women. Only in men, Agreeableness predicted low impulsive buying. In addition, gender has a moderating role in the relationship between traits of Honesty-Humility and Agreeableness and impulsive buying, indicating that these personality traits protect men from impulsive buying more than women.