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Article
Publication date: 1 August 2006

Mike Holly

97

Abstract

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Kybernetes, vol. 35 no. 7/8
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 1 March 2003

Mike Hoxley

434

Abstract

Details

Structural Survey, vol. 21 no. 1
Type: Research Article
ISSN: 0263-080X

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Abstract

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European Journal of Marketing, vol. 56 no. 6
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 11 October 1995

Sarah Ann Long

Abstract

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Advances in Librarianship
Type: Book
ISBN: 978-1-84950-881-0

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Article
Publication date: 5 April 2021

Michael Shumanov, Holly Cooper and Mike Ewing

The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore…

4821

Abstract

Purpose

The purpose of this study is twofold: first to demonstrate the application of an algorithm using contextual data to ascertain consumer personality traits; and second to explore the factors impacting the relationship between personality traits and advertisement persuasiveness.

Design/methodology/approach

A mixed-method approach that comprises two distinct yet complementary studies. The first uses quantitative methods and is based on a sample of 35,264 retail banking customers. Study 2 explores the findings that emerge from Study 1 using qualitative methods.

Findings

This paper finds that matching consumer personality with congruent advertising messages can lead to more effective consumer persuasion for most personality types. For consumers who exhibit neurotic personality traits, ameliorating perceived risks during purchasing and providing cues for social acceptance and goal attainment are important factors for advertising effectiveness. These factors also had a positive impact on the purchasing behaviour of extroverted consumers.

Research limitations/implications

This research focusses on understanding purchasing behaviour based on the most dominant personality trait. However, people are likely to exhibit a combination of most or even all of the Big Five personality traits.

Practical implications

Building on advances in natural language processing, enabling the identification of personality from language, this study demonstrates the possibility of influencing consumer behaviour by matching machine inferred personality to congruent persuasive advertising. It is one of the few studies to use contextual instead of social media data to capture individual personality. Such data serves to capture an authentic rather than contrived persona. Further, the study identifies the factors that may moderate this relationship and thereby provides an explanation of why some personality traits exhibit differences in purchasing behaviour from those that are anticipated by existing theory.

Originality/value

Although the idea that people are more likely to be responsive to advertising messages that are congruent with their personality type has already been successfully applied by advertising practitioners and documented by advertising scholars, this study extends existing research by identifying the factors that may moderate this relationship and thereby provides an explanation why some personality traits may exhibit differences in purchasing behaviour from those that are anticipated by existing theory.

Details

European Journal of Marketing, vol. 56 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Content available
Article
Publication date: 1 June 1999

Mike Hoxley

339

Abstract

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Structural Survey, vol. 17 no. 2
Type: Research Article
ISSN: 0263-080X

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Article
Publication date: 1 March 2001

Mike Hoxley

228

Abstract

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Structural Survey, vol. 19 no. 1
Type: Research Article
ISSN: 0263-080X

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Article
Publication date: 1 March 1989

In his continuing series on how small companies are operating in the electronics assembly area, Stephen McClelland takes a look at a Manchester surface‐mount sub‐contractor.

13

Abstract

In his continuing series on how small companies are operating in the electronics assembly area, Stephen McClelland takes a look at a Manchester surface‐mount sub‐contractor.

Details

Assembly Automation, vol. 9 no. 3
Type: Research Article
ISSN: 0144-5154

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Article
Publication date: 1 April 1993

T. Galbraith

Flextronic Ltd, a UK leader in the manufacture and assembly of flexible circuits, have appointed Rob Lomer to the post of Quality Manager for both of their Chichester sites. Mr…

35

Abstract

Flextronic Ltd, a UK leader in the manufacture and assembly of flexible circuits, have appointed Rob Lomer to the post of Quality Manager for both of their Chichester sites. Mr Lomer has extensive quality management experience in the electronics environment, having introduced total quality management initiatives as well as statistical process control in previous posts. He is also intimately familiar with BS 7000/BS 5750 and ISO 9000/ EN 2900 in the USA as well as in the UK and mainland Europe.

Details

Circuit World, vol. 20 no. 1
Type: Research Article
ISSN: 0305-6120

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Article
Publication date: 1 January 1993

Peter Ongley has joined Alpha Metals as Manager of the company's Advanced Products Division. He will be responsible for the technical support and marketing of polymer and…

15

Abstract

Peter Ongley has joined Alpha Metals as Manager of the company's Advanced Products Division. He will be responsible for the technical support and marketing of polymer and silica‐glass die attach adhesives, superconductors, Gel‐Packs (chip carriers) and the advancement of related product ranges.

Details

Soldering & Surface Mount Technology, vol. 5 no. 1
Type: Research Article
ISSN: 0954-0911

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