- Conscientious users are more likely to pay attention to advertisements because they make decisions by rationally comparing different products or options they come across
- If a person is conscientious and active on social media, they are likely to spend quite some time reading over the advertisements

Conscientiousness and Advertising

- Can be used as a predictor of social media behavior 
- More active users are more likely to be extraverts 
- Higher levels of extraversion has been shown to be positively correlated with consumer attitudes regarding advertising they see online 

Extraversion and Advertising

Advertising specifically directed at neurotic people can be more effective for them, especially if the ads reduce their fear and anxiety, but even if ads induce fear, neurotic people would be more likely to respond 

Neuroticism and Advertising

People who are more open to trying new things are usually also more open to seeing online advertising, which makes them more interested and persuaded than people who are less open 

Openness and Advertising

- Used to observe how personality traits impact the effectiveness of personalized advertising 
- Extraversion – “sociable, assertive, ambitious, and dominant” 
- Conscientiousness – “dependability, organization, self-discipline, and persistence”
- Agreeableness – “likeability, trustworthiness, and cooperation”
- Neuroticism – “personal insecurity, anxiousness, depression, and proclivity to stress”
 - Openness – “one’s tendency to be unconventional, curious, imaginative, and intelligent

University of Michigan - Ann Arbor

- People with a promotion focus are more likely to buy and try new products than people with prevention focus 
- Promotion focus most closely aligns with people who buy things from a hedonic perspective (purchases that bring satisfaction)
- Extraversion and openness associated with promotion focus
- Prevention focus explains purchases based on utilitarian needs (necessary products bought for the functions they perform)
- Conscientiousness and neuroticism associated with prevention focus 

Regulatory focus theory (RFT) and the Big-Five Personality Framework

Dodoo, N. A., & Padovano, C. M. (2020). Personality-based engagement: An examination of personality and message factors on consumer responses to social media advertisements. Journal of Promotion Management, 26(4), 481-503.

Personality-based engagement: An examination of personality and message factors on consumer responses to social media advertisements

Big-Five Personality Framework 

- Describes the situation where a person’s regulatory focus and how they plan to achieve goals align and will yield the best consumer responses 
- If the strategy that the advertisements prescribes matches what people would typically pursue, then they are more likely to respond positively 

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