To gain answers, researchers carried out a study of Finnish consumers. A total of 1,892 car owners answered not only questions about their car, consumption habits and wealth, but also questions exploring personality traits. The answers were analysed using the Five‐Factor Model, the most widely used framework for assessing personality traits in five key domains (openness, conscientiousness, neuroticism, extraversion, agreeableness). The answers were unambiguous: self-centred men who are argumentative, stubborn, disagreeable and unempathetic are much more likely to own a high-status car such as an Audi, BMW or Mercedes.
The study referenced is here (sorry, paywalled): https://onlinelibrary.wiley.com/doi/abs/10.1002/ijop.12642
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