Relationship between Myers Briggs profiles and response to advertising

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Hi, I would like to find articles and research which look at the connection (if any) between Myers Briggs personality types of individual consumers and their responses to advertising/purchasing behaviour. It seems intuitive to me that there would be a connection, because Myers Briggs profiles represent preferences for different styles of communication/influencing. However, I'd like to understand exactly how it fits together.

Thanks very much, this is great. It's been a while since I've read academic research papers, it'll be fun ploughing through!

Hi lynetter-ga, Well, what a fun question! Having been a student of the Myers Briggs Type Indicator (MBTI) for almost 15 years, I am glad to have the chance to work on this for you. First, as you can probably imagine, any market research that is based on personality traits of the buyers can probably be related, at least in part, to some aspect of the MBTI. For example we know that there is a whole field of study surrounding buyer's propensity towards impulse buying – in fact Sam Walton of Walmart made his billions taking advantage of that particular behavioral trait. Now, if we apply that to MBTI we quickly see that people who are perceivers tend to be more impulsive about their purchase selections than people who are judgers. Also consider the recreation behavior of the different personality types. We know for example that SP's tend to gravitate towards adrenaline-filled sports and fun. If you want to market something to these types of people, you will need to show them the fun side of the product – even if the product itself isn’t a "fun" product. One example that quickly comes to mind is the George Foreman Grill. It's just a grill. A kitchen appliance. But who is buying it? Sports enthusiasts! Why? Because it's being marketed as the back yard or tailgate party item for sports fans. Now it's not just a grill, it's an avenue for fun! Finally, we know that some types tend to be followers (SJ), so will be inclined to buy a product only if they are convinced everyone else already has one and is happy with it, whereas other types tend to be trend-setters or early adopters and prefer to purchase new and innovative products (NT). Those are just a couple of examples. The more you learn about the MBTI the more you will be able to predict certain buying behaviors. I've provided you with a whole bunch of related studies below. Now understand, many of these are from scientific journals so you may not be able to read the whole article online. Some sites will allow you to purchase access to the article, other sites only provide you with the bibliography and you will have to find it in hard copy – perhaps at the library. ================ P13 Brand Expectations & Personality: An Exploratory Jungian Perspective Gary H. Kritz, Drexel University Paul Arsenault, West Chester University Heidi Dalzell, Immaculata College [see page 24] Personality has received little attention in the marketing literature. Yet, marketing textbooks, especially in the areas of consumer behavior, continue to stress the importance of personality and psychographic segmentation. This paper begins to explore how Jung’s (1971) typology of psychological types can help marketers understand how personality variables can affect the processing of information. In particular, this study utilizes the MBTI Personality Inventory in combination with a 2-cell between subjects design of brand expectations (positive/negative). P13 BRAND EXPECTATIONS & PERSONALITY: AN EXPLORATORY JUNGIAN PERSPECTIVE http://fisher.osu.edu/marketing/scp/booklet1.pdf ================= Kean, R. C., Mehlhoff, C. & Sorensen, R. (1988). Using the Myers-Briggs Type Indicator to assess student needs. Clothing and Textiles Research Journal, 6(2), 37-42. Key Words: Abstract The Myers-Briggs Type Indicator (MBTI) estimates basic preferences in perception (information gathering) and judgment (decision making). Using a tool such as the MBTI is helpful in obtaining a profile of students attracted to textiles, clothing and design programs in terms of developing appropriate instructional strategies. http://www.itaaonline.org/ITAAnew/CTRJvol6.html ====================== PERSONALITY, QUALITY AND SATISFACTION IN AIRLINE SERVICES John Gountas and Robin N. Shaw Deakin University Abstract This paper examines some issues related to the influence of consumers’ perception of service evaluation according to their personality characteristics. The paper discusses the application of personality traits, including the Jungian personality types, as a possible predictor of perceived satisfaction levels. The existing literature has not fully explored the relationship between airline flights’ service satisfaction levels and consumers’ personality characteristics. From page 3 – " The authors adopted the Jungian personality types and the MBTI inventory as the basis for the conceptualisation of consumers’ personality types. During 1998-2000, extensive qualitative research took place in the form of focus groups and depth interviews to refine the MBTI questions for the tourism context…." PERSONALITY, QUALITY AND SATISFACTION IN AIRLINE SERVICES http://130.195.95.71:8081/WWW/ANZMAC2001/anzmac/AUTHORS/pdfs/Gountas1.pdf ===================== Determining Leisure Preferences: Demographics or Personality? Robyn L. McGuiggan School of Marketing, University of Technology, Sydney, PO Box 123, Broadway, NSW 2007, Australia The aim of this study was to determine the relative influence of demographics and personality, as measured by the Myers-Briggs Type Indicator (MBTI), on leisure attribute preference.. ---------------- A New Psychographic Segmentation Method Using Jungian Mbti Variables in the Tourism Industry John Y. Gountas and Sandra (Carey) Gountas The study attempts to establish the overall context of what is the consumer's orientation towards life, in order to interpret systematically and more consistently the individual differences in behavior. The emerging theory attempts to interpret the variations of consumer's preferences in a more holistic way. [both of the above on this page] TOURISM ANALYSIS ABSTRACTS VOLUME 5, NUMBERS 2-4, 2000 http://www.cognizantcommunication.com/filecabinet/Tourism_Analysis/ta52abs.html ================= FIVE-FACTOR MODEL OF COUPON PRONENESS* Dennis B. Arnett, Texas Tech University ABSTRACT The use of personality traits to explain consumer behavior had been given up for dead in the consumer research literature. Perhaps, the funeral was premature. This paper presents a five-factor model explaining the relationship between personality traits and consumer coupon proneness. * does not address MBTI directly, but does reference one article on MBTI Fox-Hines, Ruthann and Roger B. Bowersock (1995), "ISFJ, ENTP, MBTI: What's It All About?," Business & Economic Review, 41 (Jan-March), 3-7. FIVE-FACTOR MODEL OF COUPON PRONENESS http://www.sbaer.uca.edu/Research/1996/SMA/96swm001.txt ================= Clothing Involvement and Clothing Information Source on Personality Types Oh, Hyun Jeong(Division of Design, Kwangju University) The purposes of this study were to investigate clothing involvement and clothing information source on personality types. Personality types were applied using Myers- Briggs Type Indicator(MBTI). Clothing involvement was measured using 17 questions of 5-point scales. Clothing information source was measured using 16 items of 5-point scales. The data were collected from 275 female using questionnaire. The data analysed with frequence, factor analysis, t-test, one-way ANOVA, and Duncan test. The clothing involvement included three factors: Symbolic Expression, Pleasure and Interest, and Fashionability. The clothing information source included four factors: Printed Media, Radio Media, Professional Media and Store Search . Extroversion-introvertion and thinking-feeling index had significant difference in the dimensions of clothing involvement. Extroversion types were significantly evaluated fashionability more than introvertion types(t=2.008, p<.05). Feeling types were significantly evaluated fashionability more than thinking types (t=2.428, p<.05). Extroversion-introvertion index had significant difference in clothing information source. Extroversion types were significantly used printed media more than introvertion types CLOTHING INVOLVEMENT AND CLOTHING INFORMATION SOURCE ON PERSONALITY TYPES http://www.kams.org/english/journal/vol09/vol09.htm ==================== This PowerPoint presentation appears to address what you want, except, as in any PowerPoint presentations, our understanding is limited to bullet points. Lecture 4 Personality and Self-Concept Schiffman et al (2001), chap. 5 PPT Version [I was unable to get this to load] http://www.comlaw.utas.edu.au/notes/BMA/Semester%20Two%202002/BMA252/Lecture04.2002.ppt HTML Version [use "select all" to highlight and view yellow and white text] http://216.239.37.100/search?q=cache:st_KnUsg3jIJ:www.comlaw.utas.edu.au/notes/BMA/Semester%2520Two%25202002/BMA252/Lecture04.2002.ppt+MBTI+consumers&hl=en&ie=UTF-8 See also: Albanese, P.J. 1993. Personality and consumer behaviour. European Journal of Marketing, 27(8): 28-37. ========================= "Internet research has focused on the commercial potential of the environment and the demographics of its users. This study extents knowledge by examining how internet usage relates to psychographic variable: namely personality." [see page 17] NEW TECHNOLOGIES AND E-MARKETING PERSONALITY AND INTERNET USAGE http://www.emac2002.eeg.uminho.pt/main/Full%20Programme.PDF ========================== Does Personality Influence Brand Image? MATTHEW D. SHANK ; LYNN LANGMEYER Department of Management and Marketing Northern Kentucky University ABSTRACT. Consumer psychologists have attempted to relate purchase behavior, media choice, innovation, segmentation, and a wide variety of other marketing variables to consumer personality. Results of these studies have been mixed with most studies demonstrating a weak relationship between consumer personality and market behavior. The purpose of the present study was to explore the relationship between human personality using the Myers-Briggs Type Indicator and product personality. To date, the MBTI has not been applied in the marketing/consumer behavior discipline. The results of this study provide minimal support for using information on consumer personality as a strategic marketing tool. QUESTIA ONLINE LIBRARY Does Personality Influence Brand Image?. Contributors: Lynn Langmeyer - author, Matthew D. Shank - author. Journal Title: Journal of Psychology. Volume: 128. Issue: 2. Publication Year: 1994. Page Number: 157. http://www.questia.com/PM.qst?action=openPageViewer&docId=76933825 =========================== Matching the Message to the Mind: Advertising Imagery and Consumer Processing Styles ABSTRACT With the increasing ability to target individual consumers via traditional and emerging (e.g., the Internet) forms of media, individual psychological differences are becoming a more viable basis for customizing advertising messages. The authors examine an approach to segmenting consumers, according to their personality-type preferences for processing information, that is both theoretically sound and simple to administer. The present study establishes that personality type also can serve as a classification system for the visual imagery used in advertising. ... QUESTIA ONLINE LIBRARY Matching the Message to the Mind: Advertising Imagery and Consumer Processing Styles Priscilla A. Labarbera, Peter Weingard, Eric A. Yorkston; Journal of Advertising Research, Vol. 38, 1998 http://www.questia.com/PM.qst?action=openPageViewer&docId=5001405358 ========================= Here is a company that does market research based on MBTI – (it appears this has been translate to English) " Description of consumer's individuality is based on the MBTI typology(Myers - Briggs Type Indicator), the most frequently used system for description of human behaviour in English speaking countries. Because of its logical structure it's suitable for transmission into the sphere of consumer psychology….. "…. Knowing the relation between extrovertly and introvertly oriented members of the target group has the whole set of interesting marketing connections: for example extroverts are consumers who, to a larger extent, search and accept information form their social environment, they have a better relation to brands, etc…" MARKANT http://www.markantonline.sk/eng/metodika.html ======================== So, I hope that these resources help to illustrate the connection between MBTI and consumer behavior. If anything I've said isn't clear or if any of the links don't work, please don't hesitate to ask for clarification. Thanks so much for your question – K~ (INTJ) Search terms: MBTI combined with each of the following: Consumer "Consumer behavior" "buying behavior" "consumer perception" "consumer psychology" I alse repeated the above with the terms "Keirsey" "temperament" since David Keirsey has done a great deal with MBTI but uses the term TEMPERAMENT

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Relationship between Myers Briggs profiles and response to advertising

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