BIG FIVE PERSONALITY AND DIFFERENT MEANINGS OF HAPPINESS OF CONSUMERS

초록

Happiness is an increasingly important topic worldwide affecting the economic policy of many countries. Prior studies have found that the specific meaning of happiness for individual consumers can vary. This study aimed to test whether the difference could be observed in the texts of online blogs that express people' experience of happiness. A text mining approach was taken, and the analysis results showed that the linguistic characteristics of extroversion, conscientiousness, and openness to experience have significant relationship with the different meanings of happiness manifested by the level of arousal in the texts.

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