This study explores how personality types influence cross-cultural consumers’ visual perception and intent orientation in hedonic and utilitarian contexts. Digital marketing has shifted from behavioral targeting to intent targeting, with quiz marketing analyzing consumer personalities to recommend suitable products. According to Nass et al. (1995), consumers are more engaged with interfaces that align with their personalities, finding them more enjoyable, useful, and satisfying. Past Experts concept of brand anthropomorphism further highlights the importance of personality-aligned design in attracting target audiences (Aaker 1997). Using MBTI tests and eye-tracking experiments, this study includes two parts: (1) Secondary data analysis to examine the relationship between MBTI personalities and cross-cultural factors, and (2) Eye-tracking experiments to evaluate how different personalities perceive and respond to realistic versus illustrative interfaces. Findings reveal that personality-aligned interfaces enhance brand appeal, interaction effectiveness, and behavioral intent. This research offers new insights into quiz marketing (UGC) interface design and marketing strategies, helping brands build stronger emotional connections with consumers through visually engaging designs.