In order to ensure that their advertisements are as effective as possible, marketers spend huge amounts of time and money studying demographics. Campaigns don’t try to impact everyone—instead they target small segments of the population such as retired professionals or college students.
But according to new research, advertisers’ resources might be better spent studying personality instead.
In a study from the University of Toronto and Northwestern University, psychologists found that messages appealing to a person’s personality traits are better received than those that focus on traditional demographics such as race, sex or location.
Read the full paper in the Association for Psychological Science’s journal, Psychological Science.