- Used to observe how personality traits impact the effectiveness of personalized advertising 
- Extraversion – “sociable, assertive, ambitious, and dominant” 
- Conscientiousness – “dependability, organization, self-discipline, and persistence”
- Agreeableness – “likeability, trustworthiness, and cooperation”
- Neuroticism – “personal insecurity, anxiousness, depression, and proclivity to stress”
 - Openness – “one’s tendency to be unconventional, curious, imaginative, and intelligent

Big-Five Personality Framework 

- Describes the situation where a person’s regulatory focus and how they plan to achieve goals align and will yield the best consumer responses 
- If the strategy that the advertisements prescribes matches what people would typically pursue, then they are more likely to respond positively 

Regulatory Fit

- People with a promotion focus are more likely to buy and try new products than people with prevention focus 
- Promotion focus most closely aligns with people who buy things from a hedonic perspective (purchases that bring satisfaction)
- Extraversion and openness associated with promotion focus
- Prevention focus explains purchases based on utilitarian needs (necessary products bought for the functions they perform)
- Conscientiousness and neuroticism associated with prevention focus 

University of Michigan - Ann Arbor

- Explains why CNFU means that people will have different reactions to personalized advertising 
- Advertising most effective when the regulatory focus of the individual and situation are the same 
- Consists of promotion and prevention regulatory focus 

Regulatory focus theory (RFT) 

- Personality traits can impact how people perceive advertising, especially advertisement that is personalized 
- Individual differences, motivational systems, and product category affect and shape interpretations and perceptions people have towards personalized advertising 
- Should aim advertisements at personality traits to increase engagement 

Importance of Personality Traits in Personalized Advertising

Dodoo, N. A., & Padovano, C. M. (2020). Personality-based engagement: An examination of personality and message factors on consumer responses to social media advertisements. Journal of Promotion Management, 26(4), 481-503. https://doi.org/10.1080/10496491.2020.1719954

Personality-based engagement: An examination of personality and message factors on consumer responses to social media advertisements

- Pay attention to ways they can grow and strive for personal goals
- Approach strategies used to process information in a broader sense
- Approach strategies mostly used by people with more creative choice who notice WPA and evaluate it in a positive light 

Promotion regulatory focus 

- Pay attention to how they can satisfy basic needs
- Avoidance strategies used to process information in a more detailed sense 
- People who with less creative choice and more privacy concerns tend to rely on avoidance strategies and therefore pay less attention to WPA 
- People with high levels of similarity avoidance engaged in more avoidance, most likely caused by irritation

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