Scholarlink

The emerging ability to rely on digital traces to identify users’ needs and to address them by profiled ad messages, along with the growing role of AI in ad creation, are some of the challenges researchers and practitioners are faced with. These developments prompt a search for answers to questions: how effective are ads profiled for personality traits, which traits are most sensitive to profiled advertisements, and which variables moderate their effectiveness. Sandy et al. (2013) point out that variables related to personality may be better predictors of consumer behaviors than the demographic ones.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

Personality and Responses to Personality-Fit Advertisements. The Moderating Role of Rationality—Experientiality and Brand Familiarity

  • 章节

  • 发表日期：

    2025年

查看全文
  • Alicja Grochowska,
  • Agnieszka Młyniec,
  • Karolina Ponikowska-Szmajda,
  • Dominika Kamińska,
  • Klara Kozankiewicz

摘要

The emerging ability to rely on digital traces to identify users’ needs and to address them by profiled ad messages, along with the growing role of AI in ad creation, are some of the challenges researchers and practitioners are faced with. These developments prompt a search for answers to questions: how effective are ads profiled for personality traits, which traits are most sensitive to profiled advertisements, and which variables moderate their effectiveness. Sandy et al. (2013) point out that variables related to personality may be better predictors of consumer behaviors than the demographic ones.