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- W4318038608 abstract "Following the rise in audience data, and the potential to communicate with individuals through social media, ‘microtargeting’ on the basis of personality traits is an advertising technique that has attracted much recent discussion. Yet, the supporting literature for such ‘psychographic’ messaging is relatively limited. Beyond one prominent study based on tailoring product attributes, few have attempted to target using wider variables. Based on separate earlier evidence suggesting the appeal of specific messaging, imagery, and colours, this preliminary paper explores the effectiveness of targeting extraverts in particular by altering the aesthetics of social media content. We undertake two initial studies indicating that, when offered the choice of two social media adverts, extraverts do not prefer an advert featuring aesthetic cues intended to appeal to them. Second, across both Facebook and Instagram, adverts designed to display aesthetic cues that relate to extraversion, fail to appeal to extraverts. Despite the fanfare around the potential for this marketing practice therefore, we discuss the practical difficulties for marketers." @default.
- W4318038608 created "2023-01-26" @default.
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- W4318038608 date "2023-01-24" @default.
- W4318038608 modified "2023-10-17" @default.
- W4318038608 title "The effectiveness of microtargeting using aesthetic cues: Studies based on personality traits" @default.
- W4318038608 doi "https://doi.org/10.31234/osf.io/8z4q3" @default.
- W4318038608 hasPublicationYear "2023" @default.
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