Purpose: A model is developed to analyse what personality traits impact entrepreneurial cognitive and social strategic decision-making skills, originating from the effectuation framework. Design/methodology/approach: 128 participants from an entrepreneurial pre-launch programme were assessed by experienced incubator and business coaches. Personality was measured by a Big Five test. Based on a confirmatory factor analysis, the relationships were analysed between personality and three core dimensions of the effectuation framework: 1) the bird-in-hand principle, 2) the crazy quilt principle and 3) the pilot in the plane principle. Findings: Specific patterns (moderation effects) as opposed to levels of personality traits proved to be relevant. The bird-in-hand and the crazy quilt principles are related to the moderating effect between sensitivity to feedback, sociability and ambition. The pilot in the plane principle was related to the whole pattern of entrepreneurial key qualities embedded in the extraversion domain. Furthermore, relationships of personality with key issues in the effectuation framework were found, examples being reflecting on a high diversity of means or on own talents, conducting a thorough risk analysis and engaging in inspirational networking. The final model revealed a direct positive influence of the capacity to conduct a thorough risk analysis on the overall capacity to apply the effectuation principles. Originality/value: The research results offer deeper insights for the mobilisation and development of complex entrepreneurial behaviours. https://doi.org/10.1108/IJEBR-06-2019-0343 LinkedIn: https://www.linkedin.com/in/rainer-hensel-phd-8ba44a43/ https://www.linkedin.com/in/ronald-visser-4591034/
MULTIFILE
In order to be successful in today’s competitive environment, brands must have well-established identities. Therefore, during the branding process it is necessary to attribute personality traits and visual elements that best represent the desired identity of the brand. With the recent advances in communication, scholars have analyzed how different visual elements (e.g., logo, typography, color) can visually represent the desired brand personality. However, these elements are typically analyzed separately, since few studies show the association of personality traits with the set of visual elements of the brand (the well-known “visual identity”). Therefore, this work aims to develop a methodological framework that allows the design of visual identity based on the Dimensions of Brand Personality, by assigning a set of visual elements (colors, typographies, and shapes) to each dimension (Sincerity, Excitement, Competence, Sophistication and Ruggedness) suggested by Aaker in 1997. Through a quanti-quali approach, the associations suggested in the proposed framework were duly tested through the application of a questionnaire to a sample of consumers, to gather information about their perceptions. Preliminary results suggest that the proposed framework can successfully generate the desired brand personality perception in consumers, according to the design elements used for the creation of the visual brand identity.
DOCUMENT
We recently published the remarkable findings that German vacationers who planned their vacations further ahead of time, and spent more time planning, actually enjoyed their vacations less and reported lower wellbeing afterward. Furthermore, we found that this unfavorable planning behavior is driven by the personality of some people, known as “maximizers,” to “maximize” all kinds of choices in their lives. They are clearly the least satisfied with their vacations and with life as a whole, as their in-depth planning causes them to have very exact and overinflated expectations. They probably make their most satisfying choices when they have only a few options to choose from. These findings are based on a large-sample questionnaire, as well as a smaller number of in-depth interviews, as explained in our article “The Best Experiences Cannot Be Planned.”
