Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Big Five Personality and Different Meanings of Happiness of Consumers
Issue: Vol. 8, No 3, 2015
Published date: 20-10-2015 (print) / 20-10-2015 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Hyunhee Woo
Hyung Jun Ahn
Keywords: Happiness, Big Five Personality, Text- Mining, Blog
DOI: 10.14254/2071-789X.2015/8-3/11
Index PUBMS: 23b3d76c-aa13-11e7-8eae-080027f4daa0
Language: English
Pages: 145-154 (10)
JEL classification: M31

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.