Consumer Behavior and Spatial Cognition in Relation to the Extraversion-Introversion Dimension of Personality

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Abstract
The present exploratory study examined whether the spatial cognitive levels and overt shopping behavior of different personality groups of consumers exhibited marked variations. Data were collected by questionnaire from 74 Ss, 46 from high- and 28 from low-income households. Statistics on the total number of retail centers used (spatial behavior) and personally known by consumers (spatial cognition) were obtained. Eysenck's short questionnaire for the assessment of personality was employed to classify consumers by degree of extraversion-introversion (E). In this study, however, the relationship hypothesized between E and consumer behavior-cognition was not substantiated and no statistically significant association was found to exist between spatial consumer behavior-cognition and degree of extraversion, either for the entire sample or for social divisions of it. The analysis serves, in fact, to reaffirm the suggestion that it is the social-class dimension that dominates variations in urban consumer cognition and overt behavior.

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