COMMUNICATION AND PERSONALITY. THE IMPORTANCE OF BUILDING MESSAGES ACCORDING TO PERSONALITY TRAITS

Beatrice Adriana Balgiu () and Victor Adîr
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Beatrice Adriana Balgiu: University Polytehnica of Bucharest
Victor Adîr: University Polytehnica of Bucharest

Romanian Economic Business Review, 2013, vol. 8, issue 4.1, 28-30

Abstract: In most cases, the persuasive communication of the information contained in advertisements is carried out according to gender or age characteristics and to the target group’s interests. In this article we are analysing the idea according to which there is a connection between messages and the receiver’s personality profile (Hirsh, Kang and Bodenhausen, 2012). Therefore, we asked a research population to assess a fiveversion advertisement of a mobile phone. The advertisements were created in order to correspond to each of the personality superfactors of the Big Five model. Also, the students filled in a personality survey (the Romanian version of the Big Five model). The findings show that adjusting the messages to individual personality could be a way to increase the message’s impact and to highlight the potential of the communication strategies centred on personality traits.

Keywords: communication; messages; personality; advertisement (search for similar items in EconPapers)
Date: 2013
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