Personalization and Personality: Some Effects of Customizing Message Style Based on Consumer Personality

Abstract

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.