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

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cris.lastimport.scopus2024-12-03T04:12:09Z
dc.abstract.enAn 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.
dc.affiliationWydział Psychologii i Prawa w Poznaniu
dc.affiliationWydział Psychologii w Warszawie
dc.affiliationInstytut Psychologii
dc.contributor.authorGrochowska, Alicja
dc.contributor.authorMłyniec, Agnieszka
dc.contributor.authorHryniewicz, Konrad
dc.contributor.authorJózefowicz, Elżbieta
dc.contributor.authorPonikowska-Szmajda, Karolina
dc.contributor.authorKaczmarek (Ozimek), Agnieszka
dc.contributor.authorWisiecka, Katarzyna
dc.contributor.authorŚlęzak, Paulina
dc.contributor.authorKrejtz, Krzysztof
dc.date.access2025-08-16
dc.date.accessioned2024-11-21T06:41:40Z
dc.date.available2024-11-21T06:41:40Z
dc.date.created2024-02-16
dc.date.issued2024
dc.description.accesstimeafter_publication
dc.description.grantnumberProjekt Mazowsze/0045/19
dc.description.granttitleThe National Centre for Research and Development (Narodowe Centrum Badań i Rozwoju)
dc.description.physical1-24
dc.description.versionfinal_author
dc.identifier.doi10.1080/02650487.2024.2321806
dc.identifier.eissn1759-3948
dc.identifier.issn0265-0487
dc.identifier.urihttps://share.swps.edu.pl/handle/swps/543
dc.identifier.weblinkhttps://www.tandfonline.com/doi/full/10.1080/02650487.2024.2321806?scroll=top&needAccess=true
dc.languageen
dc.pbn.affiliationpsychologia
dc.rightsCC-BY-NC-ND
dc.rights.questionYes_rights
dc.share.articleOPEN_REPOSITORY
dc.subject.enAdvertising appeals
dc.subject.enpersonality
dc.subject.enBig Five
dc.subject.enadvertising responses
dc.subject.enbrand familiarity
dc.subject.enmeta-analysis
dc.swps.sciencecloudnosend
dc.titleHow does personality affect perception of advertising messages? The Big Five model and advertising responses: a meta-analysis
dc.title.journalInternational Journal of Advertising
dc.typeJournalArticle
dspace.entity.typeArticle