An Investigation into the Effect of Individual Differences on Advertising Appeals
To examine the effect of personality type, level of affect and need for cognition on an individuals' reaction to different styles of advertising.
“The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.”– Peter Drucker. The present study aimed to identify the effect of individual differences on reactions to different styles of advertising. Personality type, level of affect and level of cognition were investigated to identify an individual's reaction to either emotional or informational styles of TV advertising. Participants were asked to complete the Ten Item Personality Inventory, the Need For Cognition Scale and the Positive And Negative Affect Scale. Participants were then shown an emotional advertisement and informational advertisement, their responses were recorded using a 7-item scale. Highly affective individuals were thought to respond more positively to the emotional advertisement and highly cognitive individuals were thought to respond more positively to the informational advertisement.
The research in this study has focused on investigating a number of individual differences which may effect an individual’s reaction to specific types of advertisements. However, further research is needed to assess both personal external influences on these reactions and reactions to products in general. This present study has shown that overall, emotional advertisements are more effective when personal involvement is low and no brand loyalty is present. It was also found that no difference in reaction to the advertisements was detected based personality type, or high/low NFC and Level of Affect.