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Introduction
Individual traits of personality and value have been shown to be important determinants of product or brand choice (Graeff, 1997) including luxury consumption (Amatulli and Guido, 2011; Park et al. , 2008; Truong and McColl, 2011; Yim and Sauer, 2014). Just as consumers often make purchase decisions based on a product or brand's symbolic meanings, the perception of product attributes may be a function of the demonstration and expression of consumers' personalities and personal values (Sirgy et al. , 1991). Previous studies have tested the relationship between luxury product/brand attitude or choice and different individual personal characteristics, such as self-fulfillment/self-confidence (Amatulli and Guido, 2011), personal growth, self-esteem (Truong and McColl, 2011), self-directed symbolism (Shukla et al. , 2015), ethnocentrism, conformity, need for uniqueness (Park et al. , 2008), modernity, eccentricity, opulence, elitism (Heine, 2009), materialism, hedonism and social connections (Chen and Kim, 2013).
The relationship between personality traits (extroversion, agreeableness, conscientiousness, neuroticism and openness - in Five-Factor Model) and consumer behaviors has been explored in the context of non-luxury products or brands, but only a few studies found significant relationships between luxury consumption and personality traits (e.g. public self-consciousness, self-esteem; Giovannini et al. , 2015). Openness to experience (OE) has been found to be most closely linked to the luxury attributes of a product or brand, such as creative, innovative, emotional, esthetic, affective and symbolic aspects of a brand or product (Holt and Cameron, 2010; Matzler et al. , 2006; Miller and Mills, 2012; Olver and Mooradian, 2003), while similar evidence for other personality traits are very rare. Therefore, this study focuses on OE and treats this trait as a conceptually independent construct from others (Costa and McCrae, 1985; Goldberg, 1992).
Furthermore, there is little understanding of how personality traits and personal values might jointly influence consumers' product choices (Mulyanegara and Tsarenko, 2009). The existing literature (Bilsky and Schwartz, 1994; Roccas et al. , 2002) shows that OE is highly compatible and overlapped with the personal values of self-direction, universalism, stimulation, but conflicts with conformity, tradition, and security. However, how OE relates with power, in particular their interaction influencing on consumer behavior, is unexplored. For example, luxury products are suggested to be innovative and creative (Miller and Mills, 2012), to signal self-presentation (Amatulli...