Effect of Personality Traits on Banner Advertisement Recognition

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 studi...

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Autores principales:	Stefanos Balaskas, Maria Rigou
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	visual behavior eye-tracking online ads recognition recall Information technology T58.5-58.64
Acceso en línea:	https://doaj.org/article/c15ecbc7168340a39057f5a9b085de00
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id	oai:doaj.org-article:c15ecbc7168340a39057f5a9b085de00
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spelling	oai:doaj.org-article:c15ecbc7168340a39057f5a9b085de002021-11-25T17:58:34ZEffect of Personality Traits on Banner Advertisement Recognition10.3390/info121104642078-2489https://doaj.org/article/c15ecbc7168340a39057f5a9b085de002021-11-01T00:00:00Zhttps://www.mdpi.com/2078-2489/12/11/464https://doaj.org/toc/2078-2489This 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.Stefanos BalaskasMaria RigouMDPI AGarticlevisual behavioreye-trackingonline adsrecognitionrecallInformation technologyT58.5-58.64ENInformation, Vol 12, Iss 464, p 464 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	visual behavior eye-tracking online ads recognition recall Information technology T58.5-58.64
spellingShingle	visual behavior eye-tracking online ads recognition recall Information technology T58.5-58.64 Stefanos Balaskas Maria Rigou Effect of Personality Traits on Banner Advertisement Recognition
description	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.
format	article
author	Stefanos Balaskas Maria Rigou
author_facet	Stefanos Balaskas Maria Rigou
author_sort	Stefanos Balaskas
title	Effect of Personality Traits on Banner Advertisement Recognition
title_short	Effect of Personality Traits on Banner Advertisement Recognition
title_full	Effect of Personality Traits on Banner Advertisement Recognition
title_fullStr	Effect of Personality Traits on Banner Advertisement Recognition
title_full_unstemmed	Effect of Personality Traits on Banner Advertisement Recognition
title_sort	effect of personality traits on banner advertisement recognition
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/c15ecbc7168340a39057f5a9b085de00
work_keys_str_mv	AT stefanosbalaskas effectofpersonalitytraitsonbanneradvertisementrecognition AT mariarigou effectofpersonalitytraitsonbanneradvertisementrecognition
_version_	1718411768140660736

Effect of Personality Traits on Banner Advertisement Recognition

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