The Relationship Between Generation Zs Myers-Briggs Personality Types and Marketing Communication

Abstract

As Generation Z (Gen Z) becomes the largest consumer group worldwide, understanding their characteristics and personalities is crucial for future marketers. This research paper investigates the influence of Gen Zs personality, as measured by the Myers-Briggs Personality Types (MBTI), on various forms of marketing communication. The study was conducted with both quantitative and qualitative methods. 80 Gen Z participants whose MBTI types were determined to provide insights into their preferences for different types of marketing communication, the significance of effective marketing communication for different MBTI types, and whether personality would impact purchasing decisions. The study shows that there are significant differences in the preferred types of marketing communication among MBTI types. Certain types have a stronger preference for specific forms of marketing communication. Additionally, the research suggests that effective marketing communication is essential to Gen Z consumers with specific MBTI types. Lastly, the study finds that personality traits can indeed influence purchasing decisions.