How does personality affect perception of advertising messages? The Big Five model and advertising responses: a meta-analysis

StatusPost-Print
Dublin Core metadata
Alternative title
Authors
Grochowska, Alicja
Młyniec, Agnieszka
Hryniewicz, Konrad
Józefowicz, Elżbieta
Ponikowska-Szmajda, Karolina
Kaczmarek (Ozimek), Agnieszka
Wisiecka, Katarzyna
Ślęzak, Paulina
Krejtz, Krzysztof
Monograph
Monograph (alternative title)
Date
2024
Publisher
Journal title
International Journal of Advertising
Issue
Volume
Pages
Pages
1-24
DOI
ISSN
0265-0487
ISSN of series
Weblink
https://www.tandfonline.com/doi/full/10.1080/02650487.2024.2321806?scroll=top&needAccess=true
Access date
2025-08-16
Abstract PL
Abstract EN
An attempt to identify relationships between the Big Five personality traits and responses to advertising was made by meta-analyzing results of 15 studies (308 correlations). Variables of brand familiarity, types of advertising appeals and types of responses were used as moderators of advertising responses. The overall correlation effect between personality traits and advertising responses was significant, with Agreeableness, Extraversion and Openness responsible for this effect. Moderating effects of brand familiarity showed strong relationships between Extraversion and advertising responses for unfamiliar brands, whereas Agreeableness, Conscientiousness, Openness for familiar ones. Moderating effect of advertising appeals was found for value-expressive appeals but not for utilitarian ones. Moderations of a type of advertising response showed that the relationship between advertising response and personality is mostly shaped by AAd and ABrand. Since effectiveness of personality-fitted advertising is of growing interest to both researchers and practitioners, this meta-analysis offers preliminary guidelines for future research in the area.
Abstract other
Keywords PL
Keywords EN
Advertising appeals
personality
Big Five
advertising responses
brand familiarity
meta-analysis
Keywords other
Exhibition title
Place of exhibition (institution)
Exhibition curator
URI
https://share.swps.edu.pl/handle/swps/543
Type
License type
cc-by-nc-nd
Except as otherwise noted, this item is licensed under the Attribution-NonCommercial-NoDerivatives licence | Permitted use of copyrighted works
Funder
Time range from
Time range to
Contact person name
Related publication
Related publication
Grant/project name
The National Centre for Research and Development (Narodowe Centrum Badań i Rozwoju)
Files
pdf
How does personality affect perception of advertising messages The Big Five model and advertising responses a meta-analysis.pdf(2.69 MB)
Download
Views
Views83
Acquisition Date21.11.2024
Downloads
Downloads5
Acquisition Date21.11.2024
Altmetrics©
Dimensions
Google Scholar
Google Scholar