- 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

University of Michigan - Ann Arbor

- 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

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

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 

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