Personality Influences Advertisement Likeness
Interdisciplinary Journal of Contemporary Research in Business, Vol. 3, No. 2, June 2011
7 Pages Posted: 13 Jun 2014 Last revised: 21 Jul 2014
Date Written: June 11, 2011
The aim of this paper is to explore the influence of consumer personality on likeness of humorous advertising themes. Research data were collected through a survey from undergraduate and postgraduate students of different universities. The research instrument includes the Goldberg’s Big-Five personality construct. Two more constructs were used to measure the respondent’s attitude towards advertising likeness and it’s by showing them five different humorous advertisements. Factor analyses were used to validate the constructs while regression analyses were conducted to describe the respondent’s attitude towards likeness of humorous advertising themes. The final outcome shows that the extraversion dimension of consumer personality explains a significant variance in advertising likeness for humorous advertising themes. Two standard practices of psychological studies i.e. involving students as subjects and self reporting questionnaire using paper and pen are subject to criticisms from different quarters. Study adds a significant and valuable information in this research area as this was not done before.
Keywords: Personality, Five-Factor Model, Advertising, Advertisement Likeness
JEL Classification: M31
Suggested Citation: Suggested Citation