HIGHLIGHTS
SUMMARY
Different consumers have different advertising preferences, two people will not have the same emotional reactions and attitudes toward advertising; they often respond most positively when advertising matches their personality traits, developing positive advertising attitudes (Myers et_al, 2010). In a study where personality traits moderated advertising effectiveness, Khare and Handa pointed out that consumer personality traits interacted with different advertising characteristics, and that the consistency between specific personality traits and certain advertising characteristics could encourage positive consumer attitudes, brand memory, and purchase intentions of advertising products. It has been suggested that personality should not be . . .
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