Gadget lovers are assertive and arrogant

June 20th, 2008 - 2:03 pm ICT by ANI  

Melbourne, June 20 (ANI): Are you always the first in line to buy the latest gadgets? Well, then chances are that you are assertive and possibly arrogant, according to a new study.

An online study evaluating the characteristics of 25,000 American adults found that avid technology consumers tended to score highly in personality traits such as leadership, dynamism and assertiveness - but low in modesty.

“A lot of previous research points to wealthy young males as early adopters of technology,” quoted Sarah Welch, lead researcher at internet ad network firm Mindset Media that conducted the study in partnership with Nielsen Online, as saying.

“But this study tells us that there are characteristics beyond age and gender and income that are also extremely highly correlated with tech consumption,” she added.

Researchers looked at 20 personality traits or “mindsets” of 25,000 adults in the US.

Respondents were rated on a scale of 1 to 5 on the strength of personality traits including openness, creativity, self-esteem and spontaneity.

The study showed that those who scored a five in leadership were 68 per cent more likely to have purchased three or more computers in the past two years.

Likewise, respondents who rated highly in assertiveness were 62 per cent more likely to purchase a new cell phone when the newest model arrived.

Welch said that the findings weren’t entirely surprising.

“If you look at those with qualities of a modern leader, they’re often forward-facing and interested in what’s next. And those who are really assertive are the types to grab life by the horns, so it also makes sense that when they see something they want or like they go straight for it,” she said.

People who are avid consumers of the latest technology were also likely to display a low level of modesty and may be perceived as conceited or arrogant by other people.

“There’s an element of pride in being able to have the latest and greatest, not just in the realm of technology, but in all other areas,” she said.

According to Welch, the results could have implications for technology companies looking to attract a new set of consumers and even potentially impact the way such products are designed. (ANI)

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