PERSONALITY AND SHOPPING STYLES IN YOUNG ADULTS.

The purpose of this study was the exploration of possible associations between specific personality traits and shopping styles in the context of fashion at the developmental stage of young adulthood (20-30). Quantitative research was realized on 253 respondents from Slovakia. Two methods were used: NEO-FFI, focused on personality traits and CSI, focused on identifying shopping styles. Six shopping styles in young Slovak adults were identified, namely Hedonistic fashion-conscious, Careful quality-conscious, Carelessly confused, Impulsively carefree, Habitual brand-loyal and Brand-conscious. The strongest correlations were found between Neuroticism and the Carelessly confused (positive), Agreeableness and the Careful quality-conscious (negative), Consciousness and the Careful quality-conscious (positive) and Extraversion and Hedonistic fashion-conscious. The results of this experimental study can serve as a valuable material for the field of marketing psychology focusing on the largest group of consumers of contemporary society young adults, who support and promote their uniqueness often through fashion items.