How Does Personality Affect Perception of Advertising Messages? The Big Five Model and Advertising Responses: A Meta-Analysis

To identify personality traits (Big Five model) sensitive to advertising appeals a meta-analysis of 15 studies (308 correlations) was performed. Variables of brand familiarity, types of advertising appeals and types of responses to advertisements were used as moderators of responses to advertisements. The overall correlation effect between personality traits and response to advertisement was positive and significant, with Agreeableness, Extraversion and Openness to Experience responsible for this effect. Moderating effect of brand familiarity was positive and significant for both familiar and unfamiliar brands. Moderating effect of advertising appeals was positive and significant for value-expressive appeals but not utilitarian appeals. The moderation effect of a type of advertising response showed that the relationship between advertising response and personality is mostly shaped by advertising attitude (AAd) and brand attitude (ABrand). Interaction effects between personality traits and moderators were also analyzed. Results are discussed in the context of micro-targeting