How does personality affect perception of advertising messages? The Big Five model and advertising responses: a meta-analysis

Abstract

An attempt to identify relationships between the Big Five personality traits and responses to advertising was made by meta-analyzing results of 15 studies (308 correlations). Variables of brand familiarity, types of advertising appeals and types of responses were used as moderators of advertising responses. The overall correlation effect between personality traits and advertising responses was significant, with Agreeableness, Extraversion and Openness responsible for this effect. Moderating effects of brand familiarity showed strong relationships between Extraversion and advertising responses for unfamiliar brands, whereas Agreeableness, Conscientiousness, Openness for familiar ones. Moderating effect of advertising appeals was found for value-expressive appeals but not for utilitarian ones. Moderations of a type of advertising response showed that the relationship between advertising response and personality is mostly shaped by AAd and ABrand. Since effectiveness of personality-fitted advertising is of growing interest to both researchers and practitioners, this meta-analysis offers preliminary guidelines for future research in the area.