Trait-Driven Persuasion: Investigating the Role of Personality in Shaping Advertising Effectiveness

Abstract

This study examines how the Big Five personality traits influence consumer responses to different advertising appeals persuasive, rational, emotional, humour, and fear. A descriptive research design with snowball sampling was used to collect data from individuals (n = 120). Standardized self-report questionnaires were administered, including a demographic information form, a Big Five personality measure (assessing extraversion, agreeableness, conscientiousness, neuroticism, and openness), and scales evaluating perceived effectiveness of five advertising appeals; overall internal consistency was acceptable for exploratory research (Cronbach’s α = .65). Correlation analysis and structural equation modelling (SEM) were conducted. Results reveal distinct associations: agreeableness aligns with humour appeal, neuroticism with emotional and fear appeals, conscientiousness with rational and persuasive appeals, extraversion with fear appeal, and openness with humour appeal. These findings contribute to personality-driven marketing research by providing empirical evidence on how individual differences shape advertising effectiveness. The study highlights implications for advertisers seeking to design targeted and psychologically congruent campaigns based on personality segmentation. Advertisers can apply personality-driven segmentation to design psychologically congruent campaigns.