In 2012, Hirsch et al. published a study called Personalized Persuasion: Tailoring Persuasive Appeals to Recipients’ Personality Trait in which they created five different advertisements for one singular product. Each advertisement was specifically designed for one of the “Big Five Personality Traits” which are openness, conscientiousness, extraversion, agreeableness, and neuroticism. In that paper they found that if they matched the marketing package specifically to each personality trait that the overall impact was greater [Personalized Persuasion, 2012]. While the product itself, indeed, has some inherent value to each type of personality, Hirsch et al. [2012] proved that a product could be successfully sold to non-traditional buyers if
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Conscious living has been trending lately. That is a move for some consumers to buy cruelty free products, made of organic materials, packaged in recycled packaging or packaging that does not have an environmental impact. For example, the company Ethique makes shampoo bars instead of liquid shampoo where the bottle will end up in a landfill. They also advertise that they are cruelty free and are sustainable which are characteristics that may appeal to the more conscientious consumer. These consumers are generally willing to pay more for products such as Ethiques shampoo bar that costs $15.65 as opposed to bottle of Suave® shampoo that is $1.99.
References
Baldwin, E., [2016]. Case Study: Old Spice Response Campaign. Retrieved from http://www.dandad.org/en/d-ad-old-spice-case-study-insights/ Hirsch, J. B., Kang, S. K. & Bodenhausen, G. V., [2012]. Personalized Persuasion :Tailoring
Persuasive Appeals to Recipients ' Personality Traits. Psychological Science. Retrieved from http://faculty.wcas.northwestern.edu/bodenhausen/HKB2012.pdf
John, O. P. & Srivastava, S., 1999. The Big Five Trait Taxonomy: History, Measurement,and
Theoretical Perspectives. In: Handbook of Personality: Theory and Research.
2nded. New York: Guilford, pp. 102-138 retrieved from
Conscious living has been trending lately. That is a move for some consumers to buy cruelty free products, made of organic materials, packaged in recycled packaging or packaging that does not have an environmental impact. For example, the company Ethique makes shampoo bars instead of liquid shampoo where the bottle will end up in a landfill. They also advertise that they are cruelty free and are sustainable which are characteristics that may appeal to the more conscientious consumer. These consumers are generally willing to pay more for products such as Ethiques shampoo bar that costs $15.65 as opposed to bottle of Suave® shampoo that is $1.99.
References
Baldwin, E., [2016]. Case Study: Old Spice Response Campaign. Retrieved from http://www.dandad.org/en/d-ad-old-spice-case-study-insights/ Hirsch, J. B., Kang, S. K. & Bodenhausen, G. V., [2012]. Personalized Persuasion :Tailoring
Persuasive Appeals to Recipients ' Personality Traits. Psychological Science. Retrieved from http://faculty.wcas.northwestern.edu/bodenhausen/HKB2012.pdf
John, O. P. & Srivastava, S., 1999. The Big Five Trait Taxonomy: History, Measurement,and
Theoretical Perspectives. In: Handbook of Personality: Theory and Research.
2nded. New York: Guilford, pp. 102-138 retrieved from