Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits
Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits
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DOI：
10.1177/0956797611436349
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发表时间：
2012-06-01
影响因子：
8.2
通讯作者：
Bodenhausen, Galen V.
中科院分区：
文献类型：
--
作者：
Hirsh, Jacob B.;Kang, Sonia K.;Bodenhausen, Galen V.
当有说服力的信息被定制以反映目标受众的兴趣和关注时，它们会更有效。许多关于信息框架的文献都着重于使用收益框架或损失框架的优势，这取决于目标群体的动机取向。在当前的研究中，我们扩展了这一研究，以检验是否可以通过将信息框架与接收者的个性特征相结合来提高说服性呼吁的有效性。对于单个产品，我们构建了五个广告，每个广告的设计目标是人类人格的五个主要特征领域之一。在324名受访者的样本中，广告越符合参与者的性格动机，他们的评价就越积极。这些结果表明，根据目标受众的个性特征调整说服性信息是增加信息影响的有效途径，并突出了基于个性的传播策略的潜在价值。
Persuasive messages are more effective when they are custom-tailored to reflect the interests and concerns of the intended audience. Much of the message-framing literature has focused on the advantages of using either gain or loss frames, depending on the motivational orientation of the target group. In the current study, we extended this research to examine whether a persuasive appeal's effectiveness can be increased by aligning the message framing with the recipient's personality profile. For a single product, we constructed five advertisements, each designed to target one of the five major trait domains of human personality. In a sample of 324 survey respondents, advertisements were evaluated more positively the more they cohered with participants' dispositional motives. These results suggest that adapting persuasive messages to the personality traits of the target audience can be an effective way of increasing the messages' impact, and highlight the potential value of personality-based communication strategies.