Advertising can be more effective when tailored to the unique personality profiles of potential consumers.
Jacob Hirsh from the University of Toronto’s Rotman School of Management has tested advertisement material that appeals to each of the five major traits of human personality on 324 individuals. In each test, advertisements were found to be more effective when they correlated with the participants distinct personality profile.
The five major traits are identified as extraversion, agreeableness, conscientiousness, emotional stability, and openness to experience. Those with agreeable traits tend to value a sense of belonging, harmony, and compassion, while open individuals value intellectual and cultural pursuits.