Using the Big Five for customised advertising on Facebook Matz, S., Popov, V., Kosinski, M. & Stillwell, D.
Introduction
Method
Results
Research question
Target group selection
Key metrics: 6,433,120 users, 10348 clicks, 390 conversions Overall CTR: 0.16%; Overall ROI: 334% (Return-on-Investment) Results of factorial ANOVA: 1) H1: Non-sig. interaction effect of target group × advertisement style on CTR (F(1,16) = 0.03, p = .861, ω = .04) 2) H2: Sig. interaction effect of target group × advertisement style on ROI (F(1,16) = 5.67, p = .029, ω = .20)
Effectiveness of personality-tailored advertising messages demonstrated in lab studies [1,2,3] However, questionnaire-based nature of personality assessment has largely prohibited its application in real life marketing contexts. Applying a Big Data approach of predicting personality of Facebook users, we test whether and how personality-tailored advertising can be used to increase the effectiveness of online marketing.
Experimental design Advertising campaign: Promotion of an online beauty retailer Examined personality dimension: Extraversion Manipulations of: 1) Advertisement style: extraverted vs. introverted 2) Target group: extraverted vs. introverted
Target group selection based on myPersonality database:
Contains FB profile information and Big Five results of > 6,000,000 users. Over 36,000,000 User-Like pairs Allows for the extraction of average personality profiles for each “Like” 10 Likes with the highest and respectively lowest z-scores on Extraversion used to target Facebook users Extraverted Likes
Introverted Likes
Socializing Entourage Partying
The Silmarillion Star Trek Computer programming
Additional criteria: UK-based women between 18 and 40
Advertisement design Beauty doesn’t have to shout
Dance like nodgerg one’s watching (but they totally are)
2 × 2 between-subjects design
Hypotheses H1: Higher click-through-rate (CTR) for conditions in which the advertisement characteristics corresponded to the users Extraversion trait H2: Higher Return-on-Investment (ROI) for conditions in which the advertisement characteristics corresponded to the users Extraversion trait
Conclusion Graphics designers created 5 introverted and 5 extraverted ads based on: (1) General description of Extraversion dimension (2) Semantic analysis of extraverted vs. introverted Facebook users’ status updates Ads were validated with personality psychologists and laymen
Tailoring messages to consumer personality increases effectiveness of digital advertising However, the fact that there is an effect on ROI and conversion rates but not on CTR seems surprising Future research: Effect of elaboration processes underlying CTR and conversions. Clicking on an ad might be an automatic process whereas buying is likely to involve elaboration efforts.
(1 ) Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized Persuasion: Tailoring persuasive Appeals to Recipient’s Personality Traits. Psychological Science, 23(6) 578-581. (2) Moon, Y. (2002). Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality. Journal of Consumer Psychology, 12(4), 313-326. (3) Wheeler, S. C., Petty, R. E., & Bizer, G. Y. (2005). Self-schema matching and attitude change: Situational and dispositional determinants of message elaboration. Journal of Consumer Research, 31, 787-797
www.psychometrics.cam.ac.uk
Sandra Matz (PhD candidate) email:
[email protected] Department of Psychology
