Personalization and personality: Some effects of customizing message style based on consumer personality
Personalization and personality: Some effects of customizing message style based on consumer personality
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DOI：
10.1207/s15327663jcp1204_04
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发表时间：
2002-01-01
影响因子：
4.8
通讯作者：
Moon, Y
中科院分区：
文献类型：
--
作者：
Moon, Y
本研究旨在探讨电脑讯息风格对不同人格类型消费者的影响程度。给出了两个实验。在实验1中，计算机被用来显示关于参与者被要求考虑购买的产品的建议和信息。在实验2中，计算机被用来为参与者提供各种新闻和娱乐选择。结果表明，当计算机的信息风格与参与者的人格类型相匹配时，计算机作为影响力代理人的作用更有效。讨论了这一发现的理论和实践意义。
In this investigation, the extent to which a computer's message style influences consumers with different personality types is investigated. Two experiments are presented. In Experiment 1, a computer is used to display advice and information regarding products that the participant is asked to consider purchasing. In Experiment 2, a computer is used to present participants with a variety of news and entertainment selections. The results indicate that computers are more effective as agents of influence when the computer's message style matches the participant's personality type. Theoretical and practical implications of this finding are discussed.