Big Five Personality and Different Meanings of Happiness of Consumers

Information
Title: Big Five Personality and Different Meanings of Happiness of Consumers
Issue: Vol. 8, No 3, 2015
Published date: 20-10-2015 (print) / 20-10-2015 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Hyunhee Woo
Hyung Jun Ahn
Keywords: Happiness, Big Five Personality, Text- Mining, Blog
DOI: 10.14254/2071-789X.2015/8-3/11
DOAJ: https://doaj.org/article/e6722f1a3fb6480f85fefbc510c289d8
Language: English
Pages: 145-154 (10)
JEL classification: M31
Website: https://www.economics-sociology.eu/?354,en_big-five-personality-and-different-meanings-of-happiness-of-consumers
File https://www.economics-sociology.eu/files/ES_8_3_Woo.pdf
Abstract

Happiness is an increasingly important topic worldwide affecting the economic policy of many countries. Prior studies have found that the specific meaning of happiness for individual consumers can vary. This study aimed to test whether the difference could be observed in the texts of online blogs that express people’ experience of happiness. A text mining approach was taken, and the analysis results showed that the linguistic characteristics of extroversion, conscientiousness, and openness to experience have significant relationship with the different meanings of happiness manifested by the level of arousal in the texts.