The Cross-Cultural Differences in Consumers’ Personality Type of Thinking or Feeling Influence the Judgments of Hedonic or Utilitarian Value

This article explores whether personality type influences consumer preferences for hedonic versus functional aspects differences across cultures. Selects MBTI T-type and F-type as the focus of personality observation. The main reason is that T-type and F-type were related to judgment and appearance in the past. This experiment uses flat posters as stimulus samples, and posters are divided into high and low dimensions due to cross-cultural context, and illustration-style pictures are high-context and have higher visual enjoyment. It is assumed that photographic images have low context and high visual utility. The process will be through literature collection to explore the correlation between cross-cultural collectivism, personality, and visual choices, using the MBTI map and Hofstede hedonic numerical comparison to conduct secondary analysis and initially discover the hedonic numerical values in various countries around the world. The higher it is, the greater the percentage of F. The next step is to use two groups of questionnaires to be distributed separately, so that the subjects can judge hedonic or utilitarian decisions under the visual stimulation of a unified vector or illustration, and use the questions selected from the hedonic and utilitarian scales to make the subjects fill in the questions. The degree of visual perception. We hypothesize that personality and cross-culture will mutually influence consumers' judgments and operations. This paper provides implications for the fields of visual design, marketing, and social psychology to better understand how different cultural experiences and personalities influence judgments of functionality versus hedonistic in global markets.