engleski

THE RELATIONSHIP BETWEEN PERSONALITY TRAITS AND FRAMING EFFECT IN MARKETING AND ADVERTISING MESSAGES

Message framing is to a large extent adopted in different forms of marketing and advertising campaigns and consequently, advertising forms one major field of application of the framing effect. The main aim of this study was to investigate the relationships between personality traits (Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Intellect/Imagination), and the framing effect in marketing and advertising messages. Additionally, we examined whether optimism adds incrementally to basic personality traits in predicting negatively and positively framed marketing and advertising messages. Data were collected from the sample of 204 students (61% male ; Mage = 21.95, SD = 5.37) using the Mini International Personality Item Pool, the Optimism Scale, and positively and negatively framed marketing and advertising messages created for the attribute framing type and the goal framing type. Results showed that positively framed marketing and advertising messages had positive relations with Extraversion and Optimism and negative relations with Neuroticism. Negatively framed marketing and advertising messages negatively correlated to a weaker degree with Agreeableness but it showed no significant effects on negatively framed messages in regression analysis. Unexpectedly, our results showed that Conscientiousness and Intellect/Imagination were unrelated to both positively and negatively framed marketing and advertising messages. The incremental validity of optimism in predicting positively framed marketing and advertising messages over basic personality traits was confirmed. The results highlighted the importance of personality traits in the explanation of the framing effect in marketing and showed that personality traits are differently associated with positively and negatively framed marketing and advertising messages

framing effect, personality traits, optimism, marketing, advertising

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