什么样性格的人最能买买买？惊不惊喜，意不意外！

近日，英美两国科学家的一项联合研究探索了人的性格和消费习惯的关系，分析了什么性格的人在假期最能花钱，什么性格的人花钱少。

研究结果表明，那些情绪比较稳定的人往往出手更大方；相反，更“神经质（neuroticism）”的人花钱较少。

那些对艺术更感兴趣的，想象力更丰富的，开放性（openness）更高的人，花得较少；而开放性较低的人花得更多。

换句话说，外向型的人完败，而平时沉默寡言的、内向型的人可能现在的双十一购物车已经满了?!?...是这样吗?

Emotionally stable people spend more during the holidays, according to new study

（点击图片先阅读完整全文）

Holidays offer a time for families to get together, but for retailers, holiday sales can represent up to 20% of annual revenue.

How consumers spend money during this time period is of interest for retailers as well as for individuals who are looking to better understand and control their spending habits.

New research suggests more emotionally stable people spend more during the holiday season, and people who are nervous and have a lower stress-threshold (higher neuroticism) spend less during the holiday season.

研究发现，情绪越稳定的人在假期花钱越多，而那些高度“神经质”的人花钱更少。

The study, "Who are the Scrooges? Personality Predictors of Holiday Spending," appears in the journal Social Psychological and Personality Science.

/skruːdʒ/

表示“吝啬鬼，守财奴”，英文解释为“If you call someone a Scrooge, you disapprove of them because they are very mean and hate spending money.”，举个🌰：

What a bunch of Scrooges.

真是一群吝啬鬼。

"We've known for a while that personality is related to what we call 'broad outcomes:' how much money you make or how happy you are or how long you live," says co-lead author Sara Weston (Northwestern University), "but we know less about why personality is related to those things."

现有的许多研究已经分析了人的性格和收入（how much money you make）、幸福感（how happy you are）、以及寿命（how long you live）等维度之间的关系，而对于人的性格和消费习惯之间的关系我们知之甚少。

英国伦敦大学学院（University College London）和美国西北大学（Northwestern University）联合研究，结合2133名研究对象的性格测试结果和共计两百多万条银行账户的交易数据进行聚类，分析他们在假期（圣诞购物季）的消费习惯。

In their study, Weston, co-lead author Joe Gladstone (University College London), and colleagues show that personality traits are related to more specific spending behaviors, which should in turn impact the broad outcomes, like long term financial goals.

Aggregating more than 2 million individual transactions from 2,133 participants' bank accounts, the researchers compared the relationship between the Big 5 personality traits (OCEAN—openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism) and spending over the Christmas season.

表示“交易，业务，买卖”，英文解释为“a business deal or action, such as buying or selling something”，举个🌰：

The bank charges a fixed rate for each transaction.

银行对每一笔业务收取固定费用。

如果有接触过一些学术期刊、杂志，你对transactions应该就比较熟悉。

很多期刊的名字就叫Transactions of/on ...,

Wikipedia对它的解释为：Transactions, the published proceedings of a learned society.

其中的learned society表示“学术团体，学会”，

学会是一个推广某个学科、专业或数个相关学科（如艺术类）的组织。

A learned society (also known as a learned academy, scholarly society, or academic association) is an organisation that exists to promote an academic discipline, profession, or a group of related disciplines such as the arts.

大五类人格测试（The Big Five）上个月就出现过你还记得吗？在<终于知道我为什么会那么穷了>一文中，我们了解到哥伦比亚大学商学院研究人员通过对人的性格和经济状况进行分析，发现具有宜人性（Agreeableness）人格的人，往往比较穷...没啥存款（lower savings），负债较重（higher debt），甚至破产几率也比较高（higher bankruptcy rates）。

大五人格理论中的五种性格特点：

· 宜人性（Agreeableness）是：具有信任、利他、直率、依从、谦虚、移情等特质。

· 开放性（openness）：具有想象、审美、情感丰富、求异、创造、智能等特质。

· 责任心（conscientiousness）：显示胜任、公正、条理、尽职、成就、自律、谨慎、克制等特点。

· 外倾性（extraversion）：表现出热情、社交、果断、活跃、冒险、乐观等特质。

· 神经质或情绪稳定性（neuroticism）：具有平衡焦虑、敌对、压抑、自我意识、冲动、脆弱等情绪的特质，即具有保持情绪稳定的能力。(百度百科)

The study showed people who are more emotionally stable spend more over the holidays while those high in neuroticism spend less over the same time period.

除了发现情绪更稳定的人在假期花得更多，神经质特性更高的人花得更少之外，

In addition, those with more artistic interests and more active imaginations, those higher in openness, spend less during the holiday season while those low in openness spend more.

那些对艺术更感兴趣的，想象力更丰富的，开放性（openness）更高的人，花得较少，而开放性（openness）较低的人花得更多。

The study also revealed those who are more conscientiousness spend more, and those who are less conscientious spend less.

还有，责任心（conscientiousness）更强的人，花得越多，没毛病！

责任心（conscientiousness）：显示胜任、公正、条理、尽职、成就、自律、谨慎、克制(???)等特点。

The scientists emphasize that personality is only one small part of consumer behavior, especially at the individual level. From household size to income and many other factors, there are numerous influences at the individual shopping level.

当然，科学家也指出个性/性格只是影响因素之一，家庭人数、收入等因素也都可能影响每个人的消费行为。

This research, however, provides a road map of how combining large scale information with personality can provide a "big picture" view of consumer habits.

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话说，你购物车里有什么真正便宜值得买呀？