Early gadget buyers are arrogant: study
Early adopters of technological gadgets tend to be assertive and show good leadership skills but are also often guilty of arrogance, according to a study.
A survey of 25,000 Americans conducted by internet ad research firm Mindset Media and Nielsen Online found that avid technology buyers scored well in personality traits such as leadership, dynamism and assertiveness, but low in modesty.
"If you look at those with qualities of a modern leader, they're often forward-facing and interested in what's next," Sarah Welch, lead researcher at Mindset, told Reuters. "And those who are really assertive are the types to grab life by the horn, so it also makes sense that when they see something they want or like, they go straight for it."
The study rated respondents from one to five in 20 personality traits, including openness, creativity, self esteem and spontaneity, with a high score of representing the biggest intensity of the trait.
A low level of modesty also correlated with "badge buying," or the tendency to purchase luxury brands. Such early adopters can be perceived as arrogant or conceited by others, Welch said.
"So 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."
In a study earlier this year, Mindset found that people who bought Apple Inc.'s Macintosh computers to be more liberal and open-minded, but also exhibiting traits of superiority.