Purpose

The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore the factors impacting the relationship between personality traits and advertisement persuasiveness.

Design/methodology/approach

A mixed-method approach that comprises two distinct yet complementary studies. The first uses quantitative methods and is based on a sample of 35,264 retail banking customers. Study 2 explores the findings that emerge from Study 1 using qualitative methods.

Findings

This paper finds that matching consumer personality with congruent advertising messages can lead to more effective consumer persuasion for most personality types. For consumers who exhibit neurotic personality traits, ameliorating perceived risks during purchasing and providing cues for social acceptance and goal attainment are important factors for advertising effectiveness. These factors also had a positive impact on the purchasing behaviour of extroverted consumers.

Research limitations/implications

This research focusses on understanding purchasing behaviour based on the most dominant personality trait. However, people are likely to exhibit a combination of most or even all of the Big Five personality traits.

Practical implications

Building on advances in natural language processing, enabling the identification of personality from language, this study demonstrates the possibility of influencing consumer behaviour by matching machine inferred personality to congruent persuasive advertising. It is one of the few studies to use contextual instead of social media data to capture individual personality. Such data serves to capture an authentic rather than contrived persona. Further, the study identifies the factors that may moderate this relationship and thereby provides an explanation of why some personality traits exhibit differences in purchasing behaviour from those that are anticipated by existing theory.

Originality/value

Although the idea that people are more likely to be responsive to advertising messages that are congruent with their personality type has already been successfully applied by advertising practitioners and documented by advertising scholars, this study extends existing research by identifying the factors that may moderate this relationship and thereby provides an explanation why some personality traits may exhibit differences in purchasing behaviour from those that are anticipated by existing theory.

中文翻译：

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使用AI预测个性来增强广告效果

目的

这项研究的目的是双重的：第一，证明使用上下文数据确定消费者人格特质的算法的应用；第二，证明算法的应用。其次探讨影响人格特质与广告说服力之间关系的因素。

设计/方法/方法

包含两种截然不同但互补的研究的混合方法。第一种使用定量方法，并基于35264个零售银行客户的样本。研究2使用定性方法探索了研究1的发现。

发现

本文发现，将消费者个性与一致的广告信息相匹配可以对大多数个性类型产生更有效的消费者说服力。对于表现出神经质人格特质的消费者来说，改善购买过程中的感知风险并提供社会认可和目标达成的线索是广告效果的重要因素。这些因素也对外向型消费者的购买行为产生了积极影响。

研究局限/意义

这项研究的重点是基于最主要的人格特质来理解购买行为。但是，人们可能会表现出五大特征中的大部分甚至全部特征。

实际影响

基于自然语言处理的进步，可以从语言中识别人格，这项研究证明了通过将机器推断的人格与一致的有说服力的广告进行匹配来影响消费者行为的可能性。这是为数不多的使用情境而非社交媒体数据来捕捉个人个性的研究之一。这样的数据用来捕获真实的而不是人为的角色。此外，该研究确定了可能缓和这种关系的因素，从而解释了为什么某些人格特质在购买行为上表现出与现有理论所预期的不同。

创意/价值

尽管广告从业者已经成功地应用了人们更可能对与他们的性格类型相称的广告消息做出响应的想法，并且广告学者对此进行了记录，但该研究通过确定可能缓和这种关系的因素并扩展了现有的研究，并且从而解释了为什么某些人格特质可能表现出与现有理论所预期的不同的购买行为。