To the top

Page Manager: Webmaster
Last update: 9/11/2012 3:13 PM

Tell a friend about this page
Print version

Personal marketing appeal… - University of Gothenburg, Sweden Till startsida
Sitemap
To content Read more about how we use cookies on gu.se

Personal marketing appeals: How personality dimensions influence feelings toward emotional images

Journal article
Authors Magnus Roos
Published in International Journal of Economic Practices and Theories
Volume 4
Issue 5
Pages 526-533
Publication year 2014
Published at Gothenburg Research Institute (GRI)
Centre for Consumer Science
Pages 526-533
Language en
Links www.ijept.org/index.php/ijept%20/ar...
Keywords Affect, Appraisal, Emotion, Marketing and Advertising, Personality
Subject categories Psychology, Business Administration

Abstract

The aim of this study is to explore how the five-factor model of personality (openness, conscientiousness, extraversion, agreeableness and neuroticism) influences emotional responses to visual stimuli. An experimental design was used where 148 students completed a personality test and reported their emotional response to fourteen visual images. The key-findings are (1) high degree of extraversion influences pleasant affect (i.e. happiness), (2) high degree of neuroticism influences unpleasant affect (i.e. fear and disgust), (3) low degree of openness, extraversion and/or neuroticism influences the absence of emotions (i.e. neutral response). Our results demonstrate that consumers´ immediate perceptions of visual images as stimuli at least partly depend on their personality dimensions, which are shaped by nature and nurture.

Page Manager: Webmaster|Last update: 9/11/2012
Share:

The University of Gothenburg uses cookies to provide you with the best possible user experience. By continuing on this website, you approve of our use of cookies.  What are cookies?