Using AI predicted personality to enhance advertising effectiveness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Michael Shumanov ◽  
Holly Cooper ◽  
Mike Ewing
Keyword(s):  
Personality Traits ◽  
Language Processing ◽  
Quantitative Methods ◽  
Social Acceptance ◽  
Positive Impact ◽  
Retail Banking ◽  
Advertising Effectiveness ◽  
Big Five Personality ◽  
Content Type ◽  
Purchasing Behaviour

Purpose The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore the factors impacting the relationship between personality traits and advertisement persuasiveness. Design/methodology/approach A mixed-method approach that comprises two distinct yet complementary studies. The first uses quantitative methods and is based on a sample of 35,264 retail banking customers. Study 2 explores the findings that emerge from Study 1 using qualitative methods. Findings This paper finds that matching consumer personality with congruent advertising messages can lead to more effective consumer persuasion for most personality types. For consumers who exhibit neurotic personality traits, ameliorating perceived risks during purchasing and providing cues for social acceptance and goal attainment are important factors for advertising effectiveness. These factors also had a positive impact on the purchasing behaviour of extroverted consumers. Research limitations/implications This research focusses on understanding purchasing behaviour based on the most dominant personality trait. However, people are likely to exhibit a combination of most or even all of the Big Five personality traits. Practical implications Building on advances in natural language processing, enabling the identification of personality from language, this study demonstrates the possibility of influencing consumer behaviour by matching machine inferred personality to congruent persuasive advertising. It is one of the few studies to use contextual instead of social media data to capture individual personality. Such data serves to capture an authentic rather than contrived persona. Further, the study identifies the factors that may moderate this relationship and thereby provides an explanation of why some personality traits exhibit differences in purchasing behaviour from those that are anticipated by existing theory. Originality/value Although the idea that people are more likely to be responsive to advertising messages that are congruent with their personality type has already been successfully applied by advertising practitioners and documented by advertising scholars, this study extends existing research by identifying the factors that may moderate this relationship and thereby provides an explanation why some personality traits may exhibit differences in purchasing behaviour from those that are anticipated by existing theory.

scholarly journals The role of personality traits in promoting customer citizenship behaviour: special reference to the homestay tourism context in Sri Lanka

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shanika Lakmali ◽  
Kanagasabai Kajendra
Keyword(s):  
Sri Lanka ◽  
Personality Traits ◽  
Service Providers ◽  
Positive Impact ◽  
Primary Data ◽  
Big Five Personality ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

PurposeThis study aims to explore customer personality traits as an antecedent of customer citizenship behaviour which positively facilitates service providers.Design/methodology/approachThis study follows the positivism research paradigm. Hence, primary data were collected from 250 homestay visitors who stayed at five selected homestays located at Mirissa homestay zone, Sri Lanka.FindingsThe present study's findings reveal that “agreeableness,” “extraversion” and “conscientiousness” personality traits promote customer citizenship behaviour. Furthermore, the openness to “experience” trait identified to have a statistically insignificant relationship with CCB and neuroticism recorded a positive impact on the relationship between CCB and personality, contrary to the existing literature.Practical implicationsThis study comprehensively explains how service providers should arrange their service facilities to increase customer willingness to perform citizenship behaviour, which helps develop their services.Originality/valuePrevious research has investigated that customer personality in terms of prosocial and proactive nature impacts CCBs. In contrast, the effect of Big Five personality traits on CCB is highlighted in this study.

Does employee willingness to take risks affect customer loyalty? A moderated mediation examination of innovative behaviors and decentralization

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohd Ahmad Al-Hawari ◽  
Shaker Bani-Melhem ◽  
Faridahwati Mohd. Shamsudin
Keyword(s):  
Personality Traits ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Positive Impact ◽  
Equation Modeling ◽  
Frontline Employees ◽  
Content Type ◽  
Mediating Role ◽  
Hotel Managers ◽  
Innovative Behaviors

Purpose This study aims to build on the trait activation and interactionist perspective theories to investigate the effect of frontline employees’ (FLEs) willingness to take risks on hotel guest loyalty by assessing the mediating role of their innovative behaviors. It also examines whether decentralization strengthens the positive impact of willingness to take risks on innovative behavior and, subsequently, customer loyalty. Design/methodology/approach The authors collected multilevel data from various sources – hotel FLEs (n = 183), hotel operation managers (n = 46) and hotel guests/customers (n = 266) – from five-star hotels operating in Dubai. Structural equation modeling and PROCESS macro (version 3.5) were used to analyze the data. Findings The findings showed that willingness to take risks indirectly (via innovative behaviors) affects guest/customer loyalty positively. This effect is strengthened when the hotel is decentralized. Practical implications This study provides insight into how hotel managers can foster customer loyalty. More specifically, they can do so by establishing employees’ innovative behaviors triggered by employees’ positive personality traits and by giving employees more autonomy. Originality/value The present study addresses recent calls to investigate the positive impact of FLEs’ personality traits, attitudes and behaviors on customer loyalty.

The HEXACO, academic motivation and learning approaches: evidence from a central Asian country

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Monowar Mahmood ◽  
Yuliya Frolova ◽  
Bhumika Gupta
Keyword(s):  
Personality Traits ◽  
Learning Strategies ◽  
Classroom Environment ◽  
Academic Motivation ◽  
Negative Impact ◽  
Positive Impact ◽  
Learning Approaches ◽  
Content Type ◽  
Central Asian ◽  
Motivation And Learning

PurposePersonality traits are assumed to influence cognitive processes as well as academic motivation and learning approaches of the students. Based on these assumptions, the present study investigates the association of HEXACO personality traits with academic motivation as well as influence of those traits on students' learning approaches in educational contexts.Design/methodology/approachSelf-reported measures of personality orientation, academic motivation and learning approaches were obtained from 404 respondents in a classroom environment. The SPSS 20 software was used to conduct the correlations and the hierarchical regression analyses. The Eviews 10 software was used to develop the structural equation model to find the inter-relations among the study variables.FindingsThe findings reveal the influence of personality traits on academic motivation and learning approaches of the students. Among different personality traits, consciousness appeared to have highly positive impact on deep learning and intrinsic motivation of the studies. Neuroticism appeared to have most negative impact related to surface learning and amotivation of the learning contents.Research limitations/implicationsThe findings validates the existence of HEXACO personality traits among the students in central Asian context. It future reiterated individual differences in learning strategies and learning motivation among the learners. The results may help academics and policy makers take appropriate measures to increase academic motivation and select appropriate learning approaches.Originality/valueThis is one of the pioneer studies to investigate the relationship between HEXACO personality traits, learning strategies and academic motivation. Validation of the HEXACO framework will help to understand students' personality in a more detailed and elaborative way and will contribute to the existing literature on personality and learning outcomes.

Moderation effect of pleasure seeking and loss aversion in the relationship between personality traits and risky investment intention

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Selim Aren ◽  
Hatice Nayman Hamamci ◽  
Safvan Özcan
Keyword(s):  
Personality Traits ◽  
Big Five ◽  
Loss Aversion ◽  
Online Survey ◽  
Big Five Personality Traits ◽  
Big Five Personality ◽  
Moderator Effect ◽  
Content Type ◽  
Risky Investment ◽  
Investment Intentions

Purpose The aim of this study, the moderating effect of pleasure-seeking and loss aversion, was investigated in relation to the big five personality traits with regard to risky investment intentions. Design/methodology/approach In the study, the data was obtained between January and November 2019 via an online survey with convenience sampling. The total number of subjects is 886. The authors used IBM SPSS Statistics for analysis. Exploratory factor analysis, correlation analysis, regression analysis and discriminant analysis were performed. Findings Significant relationships were found between five personality traits and risky investment intentions. In these relationships, the moderator effect of pleasure-seeking for extraversion, conscientiousness and neuroticism personality traits was also determined. Besides, investment preferences for choosing “unknown and new investment” against “known and experienced investment”, which is a typical feature of the balloon periods, were modeled with big five personality traits and motivation variables (pleasure-seeking and loss aversion) and the equation was formed. As a result, high accuracy classification success was obtained. Originality/value The study is unique owing to its findings. In addition, general risk aversion and risky investment intention were investigated simultaneously to explain the different findings in the literature regarding the attitude of big five personality traits to risk and personality traits that show consistent approach were identified.

Big Five personality traits in simulated negotiation settings

2018 ◽  
Vol 13 (2) ◽  
pp. 201-213 ◽  
Author(s):  
Pedro Fontes Falcão ◽  
Manuel Saraiva ◽  
Eduardo Santos ◽  
Miguel Pina e Cunha
Keyword(s):  
Personality Traits ◽  
Factor Model ◽  
Five Factor Model ◽  
Big Five Personality ◽  
Content Type ◽  
Situational Variables ◽  
Integrative Negotiation ◽  
Negotiation Behavior ◽  
New Findings ◽  
And Behavior

Purpose After a hiatus in the research on individual differences in negotiation, there has been a surge of renewed interest in recent years followed by several new findings. The purpose of this paper is to explore the effects that personality, as structured by the five-factor model, have over negotiation behavior and decision making in order to create new knowledge and prescribe advice to negotiators. Design/methodology/approach This study replicates observations from earlier studies but with the innovation of using a different methodology, as data from a sample of volunteer participants were collected in regard to their personality and behavior during two computerized negotiation simulations, one with the potential for joint gains and the other following a more traditional bargaining scenario. Findings Significant results for both settings were found, with the personality dimensions of agreeableness, conscientiousness, and extraversion systematically reoccurring as the most statistically relevant, although expressing different roles according to the type of negotiation and measure being registered. The findings thus suggest a multidimensional relationship between personality and situational variables in which specific traits can either become liabilities or assets depending upon whether the potential for value creation is present or not. Originality/value The new findings on the impacts of personality traits on both distributive and integrative negotiations allow negotiators to improve their performance and to adapt to specific distributive or integrative negotiation situations.

Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cong Doanh Duong
Keyword(s):  
Personality Traits ◽  
Big Five ◽  
Environmentally Friendly ◽  
Big Five Personality Traits ◽  
Openness To Experience ◽  
Equation Modeling ◽  
Big Five Personality ◽  
Green Products ◽  
Content Type ◽  
Green Consumption

PurposeThis study examines the roles of Big Five personality traits, including conscientiousness, agreeableness, extraversion, neuroticism and openness to experience, in shaping green consumption behavior, as well as bridging the attitude-intention-behavior gap in environmentally friendly consumption and testing the gender differences between these associations.Design/methodology/approachA dataset of 611 consumers was collected by means of mall-intercept surveys in major Vietnamese cities. Structural equation modeling (SEM) via AMOS 24.0 was employed to test the proposed conceptual framework and hypotheses, while the PROCESS approach was utilized to estimate mediation standardized regression coefficients.FindingsThe study revealed that in addition to extraversion, other personality traits (agreeableness, conscientiousness, openness to experience and neuroticism) were strongly associated with green consumption. Moreover, attitude towards green products and intention to buy environmentally friendly products were determined to have key roles in explaining consumers' pro-environmental behavior. There was also a notable difference in the impact of personality traits on men's and women's green consumption.Practical implicationsThis study provides useful recommendations for administrational practices seeking to understand consumer behavior, build appropriate marketing and communication campaigns and attract customers to buy environmentally friendly products.Originality/valueThis study makes efforts to resolve the attitude-intention-behavior gap, a recurring theme in the green consumption literature, as well as illustrates the significance of Big Five personality traits in explaining attitude, intention and behavior when purchasing green products. This research also demonstrates that Big Five personality traits have significantly different effects on green consumption attitudes and intention to carry out pro-behavioral consumption.

How do personality traits affect visitor’s experience, emotional stimulation and behaviour? The case of wine tourism

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ifigeneia Leri ◽  
Prokopis Theodoridis
Keyword(s):  
Personality Traits ◽  
Big Five ◽  
Holistic Approach ◽  
Big Five Personality Traits ◽  
Big Five Personality ◽  
Content Type ◽  
Wine Tourism ◽  
Revisit Intentions ◽  
The Impact

Purpose The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece. Design/methodology/approach The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis. Findings The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism. Research limitations/implications The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights. Practical implications The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies. Originality/value The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.

Nature-based therapy as a treatment for veterans with PTSD: what do we know?

2017 ◽  
Vol 16 (1) ◽  
pp. 15-20 ◽  
Author(s):  
Dorthe Varning Poulsen
Keyword(s):  
Traumatic Stress ◽  
Quantitative Methods ◽  
Positive Impact ◽  
Target Group ◽  
Decision Makers ◽  
Treatment Programs ◽  
Post Traumatic Stress ◽  
Content Type ◽  
Post Traumatic ◽  
The Impact

Purpose The purpose of this paper is to provide a comprehensive argument for nature-based therapy (NBT) for veterans with post-traumatic stress syndrome. It is the aim to generate an overview of the evidence for NBT to the target group. A review of available scientific literature within the field, has been comprehensively conducted. This work is the foundation for the recommendations to decision makers and politicians. Design/methodology/approach This paper provides a conceptual analyses and a general review of the literature. Following steps have been conducted. Based on the research question, relevant work (scientific papers) have been identified using search terms in English within the three areas the target group (veterans), the diagnosis (post-traumatic stress disorder, PTSD) and treatment (NBT). Study-quality and evidence level have been assessed and discussed. Findings The findings show a wide variation according to the interventions the nature setting, the length and frequency of the NBT session as well as the health outcome measures. The studies demonstrated a positive impact on the PTSD symptoms, quality of life and hope. None of the studies found negative impact of the interventions. Being in a group of other veterans facing the same problems was highlighted as well. Some studies measured the ability to return to workforce for the veterans and found NBT beneficial in that process. Research limitations/implications The limitation of the research due to the methods of identifying studies. The purpose of this was to give an overview of existing literature, and there can be studies, that are not found in this process. Including qualitative and quantitative methods are useful in a process of understanding the impact of NBT for veterans with PTSD. The quantitative studies, which unfortunately are few, can give information of the extent to which the treatment affects the symptoms of PTSD. Seen in the perspective of the burden for the veterans suffering from PTSD and the economic burden for society, the process of synthesizing the research in the field in order to generate a fundament seems necessary. Practical implications This policy papers are useful in order to make recommendations for politicians and decision makers as well as practitioners. Social implications The burden of suffering from PTSD is heavy for the veterans and their family. The society must drive forward the development of new and better evidence-based treatment programs for veterans with PTSD. NBT might be a step in the right direction of this. Originality/value It is well-known that there are an increase in the number of veterans diagnosed with PTSD. Generally the drop-out rate of the veterans is high in conventional treatment and it is found that veterans experience some side effects from medical treatment. NBT is, in existing research, found to have a positive impact on the veterans, and therefore, it should be part of future treatment programs for veterans with PTSD.

Corporate social responsibility impacts on Palestinian and Jordanian consumer purchasing

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mohammad Alawamleh ◽  
Saro Giacaman
Keyword(s):  
Social Responsibility ◽  
Positive Impact ◽  
Consumer Trust ◽  
Content Type ◽  
Multivariable Regression ◽  
Purchasing Behaviour ◽  
Corporate Social ◽  
Primary Relationship ◽  
Multivariable Regression Models ◽  
The Relationship

Purpose This paper aims to investigate the relationship between customer social responsibility (CSR) and consumer purchasing behaviour (CPB) in terms of consumer awareness of CSR and consumer trust. Design/methodology/approach A survey was developed and distributed to a sample of 150 consumers from different industries in Palestine and Jordan. Multivariable regression models were developed to identify the characteristics to determine and investigate the relationship between CSR and CPB. Findings The results of the investigation showed that CSR has a positive impact on CPB. Moreover, when organizations implement CSR in their operations, it enhances their competitive advantage. Originality/value There is insufficient research on developing nations on this subject, while they comprise the most rapidly growing economies worldwide, and they are countries in which social and environmental crises are felt most acutely. Accordingly, the understanding of the primary relationship between CSR and consumer behaviour is essential for the economic development of these nations.

Antecedents of customer satisfaction: a study of Indian public and private sector banks

2013 ◽  
Vol 31 (3) ◽  
pp. 167-186 ◽  
Author(s):  
Vinita Kaura
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Private Sector ◽  
Positive Impact ◽  
Retail Banking ◽  
Employee Behavior ◽  
Public And Private ◽  
Content Type ◽  
Service Convenience ◽  
Public And Private Sector

PurposeThe purpose of this paper is to examine the effect of service quality, perceived price and fairness and service convenience on customer satisfaction. It also aims to compare multiple regression models between public and new private sector banks.Design/methodology/approachA cross‐sectional research on 445 retail banking customers through a questionnaire is conducted. The population of the study consists of valued retail urban customers of banks in Rajasthan, India, who frequently visit bank premises for transactions, have accounts in at least two banks and have availed of at least one information technology based services. Responses are analysed using regression analyses.FindingsDimensions of service quality are employee behavior, tangibility and information technology. Dimensions of service convenience are decision convenience, access convenience, transaction convenience, benefit convenience and post‐benefit convenience. For public sector banks, except tangibility, all antecedents have positive impact on customer satisfaction. For private sector banks except tangibility and benefit convenience all antecedents have positive impact on customer satisfaction. Significant difference in beta coefficient is found between public and private sector banks regarding employee behavior, decision convenience, access convenience and post‐benefit convenience.Research limitations/implicationsThis study has taken into account a specific category of retail banking customers. Thus, it limits generalization of results to other banking populations.Practical implicationsThis study highlights the importance of service quality, service convenience and price in satisfying customers. Bank managers can focus on these factors to satisfy customers.Originality/valueThe paper emphasizes the significance of service quality, price and SERVCON on customer satisfaction for Indian banking sector. It compares the multiple regression models for public and private sector banks.

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