Theory of dogmatism, personality traits and shopping behavior

Drawing on the theory of dogmatism and personality traits, this research examines the consumers' shopping behavior and intentions. We propose a model, which incorporates the precepts of stubbornness and retail pur-chasing conduct. Data were gathered from 446 shoppers in India and analyzed using partial least squares-structural equation modelling (PLS-SEM). The findings indicate that consumers' personality, purchaser conduct, narrowing conduct, and dependability influence their buying behavior. Moreover, consumers' pur-chasing goals are influenced by assurance, customization, brand value, and social appeal. The study has practical implications for marketing managers who are focusing on customers with dogmatic behavior.