- 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

- Personality traits can impact how people perceive advertising, especially advertisement that is personalized 
- Individual differences, motivational systems, and product category affect and shape interpretations and perceptions people have towards personalized advertising 
- Should aim advertisements at personality traits to increase engagement 

University of Michigan - Ann Arbor

- Can be predicted by consumers’ need for uniqueness (CNFU) 
- People with more creative choice are more likely to pay attention to WPA

Web-based personalized advertising (WPA)

Stiglbauer, B., & Kovacs, C. (2019). Need for uniqueness determines reactions to web-based personalized advertising. Psychological reports, 122(1), 246-267.

Need for uniqueness determines reactions to web-based personalized advertising

- A concept that describes how much consumers wish to set themselves apart from others through their purchasing behaviors 
- Supported by the uniqueness theory: perceived advertising value varies for different people 
- Explains which kinds of advertising people prefer - people with high levels of CNFU prefer fewer targeted ads based on their purchases
- 2 dimensions: creative choice and similarity avoidance
- Correlation between these two dimensions could be stimulated by the need for unique personality characteristics

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