Library:
Madrid
Berlin
London
Turin
Paris Champerret
Paris Montparnasse
- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2024
- Subjects
- ADVERTISING - CONSUMER
In a highly competitive marketplace where products o � en have similar prices and
qualities, advertising plays a crucial role in capturing consumers' attention and influencing
purchasing decisions. This study investigates how personality traits, based on the Big Five
model (openness to experience, conscientiousness, extraversion, agreeableness, and
neuroticism), impact consumer perceptions of advertisements utilizing the Von Restorff
Effect. This effect suggests that stimuli that stand out are more likely to be recognized and
remembered.
A sample of respondents was analyzed to explore how personality traits influence the
perception of ad dimensions such as � tenon capture, memorability, persuasiveness,
appeal, and purchase likelihood. While results showed no sta � statistically significant impact
of openness and extraversion, a deeper analysis revealed a positive trend suggesting
individuals with higher openness and extraversion tend to respond more favorably to
ads utilizing the Von Restorff Effect. Additionally, neuroticism was found to negatively
influence ad perception.
This research highlights the importance of considering personality traits in advertising
strategies. Marketers could enhance ad effectiveness by tailoring their content to match
the personality profiles of their target audience. However, further research with a more
balanced sample is needed to better understand these relationships and op � mize
advertising approaches.
