Hypothesis

Verification Results

H1

For the high quartile for Openness to Experience, Differentiation from Others will have a direct positive effect on purchase intention for subject luxury brands in the category of food.

Supports hypothesis

H2

For the high quartile for Openness to Experience, Differentiation from Others will have a direct positive effect on purchase intention for subject luxury brands in the category of car.

Supports hypothesis

H3

For the high quartile for Openness to Experience, Conformity to Group Norms will not have a direct positive effect on purchase intention for subject luxury brands in the category of food.

Supports hypothesis

H4

For the high quartile for Openness to Experience, Conformity to Group Norms will not have a direct positive effect on purchase intention for subject luxury brands in the category of car.

Supports hypothesis

H5

For the high quartile for Openness to Experience, Avoiding Cognitive Dissonance will have a direct positive effect on purchase intention for subject luxury brands in the category of food.

Partially supports hypothesis

H6

For the high quartile for Openness to Experience, Avoiding Cognitive Dissonance will have a direct positive effect on purchase intention for FERRARI and PORSCHE only.

Partially supports hypothesis

H7

For the high quartile for Openness to Experience, Quality Evaluation will not have a direct positive effect on purchase intention for subject luxury brands in the category of food.

Supports hypothesis

H8

For the high quartile for Openness to Experience, Quality Evaluation will not have a direct positive effect on purchase intention for subject luxury brands in the category of car.

Supports hypothesis