Using the Big 5 personality traits to understand consumers

  • image 1
Specific to marketing, understanding personality can help identify and draw conclusions about consumer preferences, habits, and motivations. If you think about that in the context of new products, branding, and advertising, it’s easy to see how leveraging the big 5 is a no-brainer.

Publications

Author:

  • S. Matz, M.Kosinski, G. Nave, D. Stillwell

KLA:

  • Life Style

Type:

  • Article