Title: Personality traits and their impact on decision-making risks in auction-based market purchases

Authors: Alvaro Fabiano Pereira de Macedo; Wesley Vieira da Silva; Claudimar Pereira da Veiga; Luciano Luiz Dalazen; Deoclécio Junior Cardoso da Silva

Addresses: Federal University of Semi-Arido (UFERSA), Av. Francisco Mota, 572 – Bairro Costa e Silva, Mossoró RN, 59.625-900, Brazil ' Faculty of Economics, Administration and Accounting, Federal University of Alagoas (UFAL), Maceió, 57072-900, Brazil ' FDC Business School, Fundação Dom Cabral, Av. Princesa Diana, 760 Alphaville, Lagoa dos Ingleses, Nova Lima/MG, 34018-006, Brazil; School of Management, Federal University of Paraná (UFPR), Av. Prefeito Lothário Meissner, 632, Curitiba/PR, 80210-170, Brazil ' Business School, PPAD, Pontifical Catholic Universidade of Parana (PUCPR), Imaculada Conceição 1155, Curitiba, PR, 80215-901, Brazil ' Graduate Program in Business Administration – PPGA, Federal University of Santa Maria (UFSM), Av. Roraima No. 1000, Cidade Universitária, Camobi, Santa Maria, Rio Grande do Sul, 97105-900, Brazil

Abstract: Understanding human behaviour is pivotal in financial services marketing, particularly in decision-making processes. Given that individual characteristics can significantly influence participation dynamics in auctions, this research delves into how personality traits shape the risk profile of auction market purchasers. Utilising a mixed-methods approach, we gathered data from 58 qualitative and 282 quantitative respondents through an online questionnaire. This sample comprised Brazilian auction participants, both buyers and sellers. The analysis employed advanced statistical methodologies, highlighting descriptive statistics, hypothesis tests, and factor and regression analyses. We scrutinised five key personality constructs: extraversion, neuroticism, pleasantness, openness to experience, and conscientiousness. This study presents five principal insights, equipping auctioneers, sellers, and buyers with a deeper understanding of auction participant profiles. These findings pave the way for optimised business strategies and demystify auction dynamics.

Keywords: financial services marketing; behavioural finance; auction; personality traits; personal finance; marketing intelligence.

DOI: 10.1504/IJBFMI.2025.142947

International Journal of Business Forecasting and Marketing Intelligence, 2025 Vol.10 No.1, pp.96 - 118

Received: 05 Sep 2023
Accepted: 08 Sep 2023
Published online: 02 Dec 2024 *

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