This article aims to assess the connection between personality traits and willingness to word of mouth. By means of structural equation modeling, it was found that the sending of information was significantly preceded by amiability, emotional instability, and consciousness. The receiving of information was significantly preceded by emotional instability and consciousness. In the academic context, this study contributes to the understanding of connections between personality and sending and receiving of information by consumers, by empirically testing a model that makes the junction between psychological constructs with marketing constructs. At the managerial level, this study contributes to the understanding of consumer behavior and provides evidence for decision making when the intention is to prevent negative word of mouth or to instigate positive word of mouth.
Consumer behavior; personality; word of mouth; sending of information; receiving of information
