Skip to main content Accessibility help

Personality Traits and Consumption of Wine and Beer

  • Geir W. Gustavsen (a1) and Kyrre Rickertsen (a2)


Little attention has been paid to the effects of personality traits on the consumption of wine and beer. We used a survey to investigate the associations between personality traits and the differences in expected consumption frequencies of wine and beer for 3,482 Norwegian respondents. High scores on extraversion and openness to experiences increased the expected frequency of wine consumption, high score on agreeableness reduced the frequency of wine consumption, while scores on conscientiousness and neuroticism had no effects. For beer, there were no significant effects between personality traits and the frequency of consumption. (JEL Classification: D12, Q13).


Corresponding author

e-mail: (corresponding author).


Hide All

Presented at the 13th Annual AAWE Conference, July 14–18, 2019 in Vienna, Austria. We thank conference participants, an anonymous referee, and the editor for useful comments.



Hide All
Engvik, H., and Clausen, S. E. (2011). Norsk kortversjon av big five inventory (BFI-20). (Translation: Norwegian short version of the big five inventory (BFI-20)). Tidsskrift for norsk psykologforening, 48, 869872.
Ferrari, S., and Cribari-Neto, F. (2004). Beta regression for modelling rates and proportions. Journal of Applied Statistics, 31(7), 799815.
Fogarty, J., and Voon, D. (2018). Alcohol consumption in the United States: Past, present, and future trends. Journal of Wine Economics, 13(2), 121143.
Gustavsen, G. W., and Rickertsen, K. (2018). Wine consumption in Norway: An age-period-cohort analysis. Journal of Wine Economics, 13(1), 4156.
Hart, J., and Alston, J. M. (2019). Evolving consumption patterns in the U.S. alcohol market: Disaggregated spatial analysis. Journal of Wine Economics. DOI:10.1017/jwe.2019.14.
Holmes, J. A., and Anderson, K. (2017). Convergence in national alcohol consumption patterns: New global indicators. Journal of Wine Economics, 12(2), 117148.
John, O. P., Donahue, E. M., and Kentle, R. L. (1991). The big five inventory-versions 4a and 54. Berkeley, CA: University of California at Berkeley, Institute of Personality and Social Research.
Keller, C., and Siegrist, M. (2015). Does personality influence eating styles and food choices? Direct and indirect effects. Appetite, 84, 128138.
Malouff, J. M., Thorsteinsson, E. B., Rooke, S. E., and Schutte, N. S. (2007). Alcohol involvement and the five-factor model of personality: A meta-analysis. Journal of Drug Education, 37(3), 277294.
McCrae, R. R., and Costa, P. T. (2003). Personality in Adulthood: A Five-Factor Theory Perspective, 2nd edition. New York: Guilford Publications.
Mora, M., Urdaneta, E., and Chaya, C. (2019). Effect of personality on the emotional response elicited by wines. Food Quality and Preference, 76, 3946.
Saliba, A. J., Wragg, K., and Richardson, P. (2009). Sweet taste preference and personality traits using a white wine. Food Quality and Preference, 20(8), 572575.
Samejima, F. (1969). Estimation of Latent Ability Using a Response Pattern of Graded Scores. Psychometrika Monograph No. 17. Richmond, VA: Psychometric Society. Available at
Shipman, Z. D., and Durmus, B. (2016). The impact of personality traits on intention to try new tastes: Food related behaviours of generation X and Y due to personality traits. European Journal of Business and Management, 8(23), 164170.
Stasinopoulos, M., Enea, M., Rigby, R. A., and Hossain, A. (2017). Inflated distributions on the interval [0,1]. Available at
Yakovlev, P. A., and Guessford, W. P. (2013). Alcohol consumption and political ideology: What's party got to do with it? Journal of Wine Economics, 8(3), 335354.


Personality Traits and Consumption of Wine and Beer

  • Geir W. Gustavsen (a1) and Kyrre Rickertsen (a2)


Full text views

Total number of HTML views: 0
Total number of PDF views: 0 *
Loading metrics...

Abstract views

Total abstract views: 0 *
Loading metrics...

* Views captured on Cambridge Core between <date>. This data will be updated every 24 hours.

Usage data cannot currently be displayed