Effect of personality traits on banner advertisement recognition

Abstract

This article investigates the effect of personality traits on the attitude of web users towards online advertising. Utilizing and analyzing personality traits along with possible correlations between these traits and their influence on consumers’ buying behavior is crucial not only in research studies; this also holds for commercial implementations, as it allows businesses to set up and run sophisticated and strategic campaign designs in the field of digital marketing. This article starts with a literature review on advertisement recall and personality traits, which is followed by the procedure and processes undertaken to conduct the experiment, construct the online store, and design and place the advertisements. Collected data from the personality questionnaire and the two experiment questionnaires (pre and post-test) are presented using descriptive statistics, and data collected from the eye-tracking are analyzed using visual behavior assessment metrics. The results show that personality traits and especially honesty–humility can prove to be a predictive force for some important aspects of banner advertisement recognizability.