Introduction to special issue on contemporary personality perspectives in consumer behaviour.

In spite of the importance and relevance of consumer personality in explaining behaviours in multiple contemporary contexts, we currently lack sufficient understanding of its mechanisms, which underpin such behaviours. Using an experimental design, the authors uncover that the usage of a branded smartphone apps can lead consumers to change their personality self-perceptions in accordance with the personality of the brand. Prior research highlights how psychological constructs impact consumer behaviour (e.g., Barone et al., 2000; Campbell & Winterich, 2018; Grewal et al., 2019; Häfner, 2004; Schmitt et al., 2015; Youn & Kim, 2019). [Extracted from the article]