Personality Traits and Prosocial Behavior: How Subjective Characteristics May Impact Consumption Habits

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Dipartimento di Economia e Finanza Cattedra di Marketing

Personality Traits and Prosocial Behavior:
How Subjective Characteristics May Impact on Consumption Habits

Relatore Candidato Prof. Alberto Marcati Giovanni Riefolo

Matricola 163531

Anno Accademico 2012/2013


Chapter 1
1.1 A Destructing Species ……………………………………………………........… 2
1.2 The Need For Sustainability And The Green Economy …………………………………………………….…………….….. 5
1.3 A Deeper Insight ………………………………………….……………………….… 8

Chapter 2
2.1 The Extension of The Self Related to a Consumer’s Personality Traits …………………………………………………. 15
2.2 Personality Tests And Dimensions …………………………………………... 19

Chapter 3
3.1 The Survey: Methodology and Outcomes………………………….……… 34
3.2 Technical Analysis And Evaluations …………………………………..…..…. 41

Chapter 4
4.1 Political Insight And Social Normalization ………………………………….. 47
4.2 Conclusions ……………………………………………………………….………..…….. 54

Bibliography ……………………………………………………………………………….………………….. 57



Starting from the 20th century, the human being experienced a tremendous growth, thanks to the introduction of the first automated technologies in the industrial sector (such as the first production chain invented by Ford for mass scale production), along with the huge improvements that such innovations gave to the quality of life. The peculiar characteristic of such innovations, with respect to the ones introduced up to the end of the 19th century, relies on their incredibly high growth rate: just think to the fact that a smartphone today is more powerful and reliable than all the electronic features of the shuttle that brought Armstrong on the moon in 1969. Parallel to…...

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