The Big Five Factors for Marketing
Automated by Artificial Intelligence
Individual psychological traits like impulsiveness significantly influence a person’s buying choices.
For decades, we have known that, but the challenge was identifying these different buyer types and targeting them accordingly.
In three field experiments that reached over 3.5 million individuals with psychologically tailored advertising, we find that matching the content of persuasive appeals to individuals’ psychological characteristics significantly altered their behavior as measured by clicks and purchases. Persuasive appeals that were matched to people’s extraversion or openness-to-experience level resulted in up to 40% more clicks and up to 50% more purchases than their mismatching or unpersonalized counterparts.”
S.G. Matz, M. Kosinski, G. Nave and D. J. Stillwell. 2017