Journal of Finance and Economics
ISSN (Print): 2328-7284 ISSN (Online): 2328-7276 Website: Editor-in-chief: Suman Banerjee
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Journal of Finance and Economics. 2013, 1(2), 17-21
DOI: 10.12691/jfe-1-2-1
Open AccessArticle

The Effectiveness of Advertising in Relation to the Personality of the Consumer

Zuzana BIRKNEROVÁ1, , Radovan BAČÍK2 and Jaroslava GBUROVÁ2

1Department of Managerial Psychology Faculty of Management, University of Prešov in Prešov, Prešov, Slovakia

2Department of Marketing and International Trade Faculty of Management, University of Prešov in Prešov, Prešov, Slovakia

Pub. Date: April 21, 2013

Cite this paper:
Zuzana BIRKNEROVÁ, Radovan BAČÍK and Jaroslava GBUROVÁ. The Effectiveness of Advertising in Relation to the Personality of the Consumer. Journal of Finance and Economics. 2013; 1(2):17-21. doi: 10.12691/jfe-1-2-1


Advertising creates a communication relationship between the producer or the provider of a service and the target group or the consumers. The main task of psychology of advertising is to motivate the consumer to take the desired action, to buy the promoted product or service. That is why more and more sophisticated forms and tools for reaching the goal set by the advertisment creator are used. The aim of the presented study was to determine whether an individual's temperament plays a major role in favouring a particular advertising spot and to identify which type of advertising corresponds with the type of a consumer’s personality temperament. The research sample consisted of 126 respondents with different types of temperaments, aged between 22 to 68 years, who filled out two methodologies: Assessment of the television advertising in relation to personality typologies and the EPI – Eysenck Personality Inventory . By means of this research, the existence of a relationship between temperament of individuals and their perception of various types of advertising spots (funny, calm, nostalgic, dynamic) was recorded. A successful advertisement should be aimed properly at a given group of individuals whom it should effectively reach. For that reason, psychology becomes an essential part in marketing and advertising strategies.

advertising; temperament; consumer; personality; methodology

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