Final answer:
In the context of the sharing economy, the Big Five personality dimensions—openness, conscientiousness, extroversion, agreeableness, and neuroticism—can shed light on individuals' varying preferences.
Step-by-step explanation:
In the SAGE business case 'Competing With the Sharing Economy,' differences in preferences can be analyzed in terms of the Big Five personality dimensions. For example, individuals high on openness to experience might be more inclined to engage with the sharing economy due to their curiosity and willingness to try new things. On the other hand, those with high conscientiousness may prefer the reliability and structure of traditional business models. The dimension of extroversion could predict a preference for services that involve social interaction, while agreeableness might influence the degree to which a person values community-focused aspects of the sharing economy.
When considering how individuals might respond to the sharing economy, their placement along the spectrum of neuroticism can indicate how comfortable they are with potential risks associated with less traditional services.