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EMAC 2019 Annual Conference

Personalized Advertising based on the Predominant Personality Traits of Product Category’s Consumers

Published: May 28, 2019


Friederike Paetz, Clausthal University of Technology


advertising; personalization; personality


Company’s communication strategies like advertising in mass-media are targeted to anchor the promoted products in the recipient’s perceptual space. Commonly, non-personalized advertising is used, which is obviously unable to account for recipient’s heterogeneity. Personalization based on recipient’s personality has proven successful for the prediction of cognitive and affective ad-effects. While suggestions w.r.t. personalized designs of an advertisement or its message content have been discussed so far, no study has focused on predominant personality traits within buyer groups of certain products to create basic designs, which are subsequently fine-tuned to target individual recipients. We present an empirical study that determines the personality of several sport clusters. By selecting one sport cluster, we focus on sport shoes’ advertisements. We personalize the design and message content based on revealed predominant personality traits and discuss advertisements’ fine-tunings.