Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality |
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| Authors: | Youngme Moon |
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| Affiliation: | 1. Department of Psychological and Brain Sciences, Indiana University, USA;2. Department of Psychology, Stanford University, USA;1. Department of Marketing, IESEG School of Management (LEM CNRS 9221), France;2. Department of Marketing, Vrije Universiteit Amsterdam, The Netherlands;3. Department of Personnel Management, Work and Organizational Psychology, Ghent University, Belgium;4. Department of Marketing, Ghent University, Belgium;5. Department of Marketing, Pamplin College of Business, Virginia Tech, USA |
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| Abstract: | In this investigation, the extent to which a computer's message style influences consumers with different personality types is investigated. Two experiments are presented. In Experiment 1, a computer is used to display advice and information regarding products that the participant is asked to consider purchasing. In Experiment 2, a computer is used to present participants with a variety of news and entertainment selections. The results indicate that computers are more effective as agents of influence when the computer's message style matches the participant's personality type. Theoretical and practical implications of this finding are discussed. |
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