Empirical research on exposure to advertising channels and formats based on personality traits measured by the Big Five
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Introduction: The study of personality through the Big Five model is relatively recent and has been applied in marketing and advertising research with caution. However, various empirical studies have demonstrated its significant utility in analyzing consumers. Methodology: In the first phase, a bibliographic analysis is conducted to explore how personality traits cognitively operate in data and stimulus processing, advertising personalization, and brand affinity. In the second, empirical phase, the degree of exposure and attention given by consumers to various media and advertising formats is examined. The study is based on an effective sample of 492 individuals. Results: The results show that certain traits favor exposure to different formats, while others do not, as determined by a Pearson correlation analysis using the SPSS program. Novel findings are achieved in the investigations conducted to date. Discussion: The results align with other research, although most previous studies focus more on message and brand affinity. Conclusions: Extraversion and openness to experience positively correlate with a high affinity for all media and advertising formats. Conscientiousness no longer shows a generalized affinity with all analyzed media and formats but still maintains a propensity towards a significant number of them. Finally, agreeableness and neuroticism show very limited affinities, which aligns with previous research, especially in the case of neuroticism.
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