“PC” personality was depicted as staid, conventional,Īnd something of a “fuddy-duddy.” Forced to respond Personality was represented by a spokesperson whoĪppeared youthful, cool, and laid back, whereas the In a recent advertising campaign sponsored by AppleĬomputer pitting Macs versus PCs featured an anthropomorphic representation of a Mac personality (“I’m a Implicit attitudes also predicted self-reported ratings of various product Owners showed more favorable implicit attitudes and stronger implicit self-identification with Macs Predictive validity of the Implicit Association Test (IAT) in predicting consumer preferences, Mac

Greater importance placed on reliability and lesser importance placed on style. Openness to Experience was associated with Personality traits may have more nuanced effects onīrand choices, as shown by relationships between Neuroticism and greater importance placed onĬost and lesser importance placed on ease of use.

Mac owners placed greater emphasis on style. PC owners placed greater importance on cost as a determinant of brand choice, whereas Brand owners rated their own brands higher onĬharacteristics of reliability, good for homework, ease of use, good for Internet surfing, and goodįeatures. Higher on reasonable price and good for gaming.

Macs higher on various product attributes (attractive style, cool, youthful, and exciting) and PCs Bigįive personality traits did not differentiate between Mac and PC owners. PCs, measures of implicit attitudes toward these products, and determinants of brand choices. One hundred eight college students who had purchased either a Mac or PC laptop computerĬompleted measures of the Big Five personality traits, ratings of brand characteristics of Macs and

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