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Q: Relationship between Myers Briggs profiles and response to advertising ( Answered 5 out of 5 stars,   0 Comments )
Subject: Relationship between Myers Briggs profiles and response to advertising
Category: Business and Money > Advertising and Marketing
Asked by: lynetter-ga
List Price: $15.00
Posted: 03 Jul 2003 09:48 PDT
Expires: 02 Aug 2003 09:48 PDT
Question ID: 224757
Hi, I would like to find articles and research which look at the
connection (if any) between Myers Briggs personality types of
individual consumers and their responses to advertising/purchasing
behaviour.  It seems intuitive to me that there would be a connection,
because Myers Briggs profiles represent preferences for different
styles of communication/influencing.  However, I'd like to understand
exactly how it fits together.
Subject: Re: Relationship between Myers Briggs profiles and response to advertising
Answered By: knowledge_seeker-ga on 03 Jul 2003 13:07 PDT
Rated:5 out of 5 stars
Hi lynetter-ga,

Well, what a fun question!  Having been a student of the Myers Briggs
Type Indicator (MBTI)  for almost 15 years, I am glad to have the
chance to work on this for you.

First, as you can probably imagine, any market research that is based
on personality traits of the buyers can probably be related, at least
in part, to some aspect of the MBTI.

For example we know that there is a whole field of study surrounding
buyer's propensity towards impulse buying – in fact Sam Walton of
Walmart made his billions taking advantage of that particular
behavioral trait. Now, if we apply that to MBTI we quickly see that
people who are perceivers tend to be more impulsive about their
purchase selections than people who are judgers.

Also consider the recreation behavior of the different personality
types. We know for example that SP's tend to gravitate towards
adrenaline-filled sports and fun. If you want to market something to
these types of people, you will need to show them the fun side of the
product – even if the product itself isn’t a "fun" product. One
example that quickly comes to mind is the George Foreman Grill. It's
just a grill. A kitchen appliance. But who is buying it?  Sports
enthusiasts! Why? Because it's being marketed as the back yard or
tailgate party item for sports fans. Now it's not just a grill, it's
an avenue for fun!

Finally, we know that some types tend to be followers (SJ), so will be
inclined to buy a product only if they are convinced everyone else
already has one and is happy with it, whereas other types tend to be
trend-setters or early adopters and prefer to purchase new and
innovative products (NT).

Those are just a couple of examples. The more you learn about the MBTI
the more you will be able to predict certain buying behaviors.

I've provided you with a whole bunch of related studies below. Now
understand, many of these are from scientific journals so you may not
be able to read the whole article online. Some sites will allow you to
purchase access to the article, other sites only provide you with the
bibliography and you will have to find it in hard copy – perhaps at
the library.


P13 Brand Expectations & Personality: An Exploratory Jungian
Gary H. Kritz, Drexel University
Paul Arsenault, West Chester University
Heidi Dalzell, Immaculata College

[see page 24]

Personality has received little attention in the marketing literature.
Yet, marketing textbooks, especially in the areas of consumer
behavior, continue to stress the importance of personality and
psychographic segmentation. This paper begins to explore how Jung’s
(1971) typology of psychological types can help marketers understand
how personality variables can affect the processing of information. In
particular, this study utilizes the MBTI Personality Inventory in
combination with a 2-cell between subjects design of brand
expectations (positive/negative).



Kean, R. C., Mehlhoff, C. & Sorensen, R. (1988). Using the
Myers-Briggs Type Indicator to assess student needs. Clothing and
Textiles Research Journal, 6(2), 37-42. Key Words:

The Myers-Briggs Type Indicator (MBTI) estimates basic preferences in
perception (information gathering) and judgment (decision making).
Using a tool such as the MBTI is helpful in obtaining a profile of
students attracted to textiles, clothing and design programs in terms
of developing appropriate instructional strategies.


John Gountas and Robin N. Shaw
Deakin University

This paper examines some issues related to the influence of consumers’
perception of service evaluation according to their personality
characteristics. The paper discusses the application of personality
traits, including the Jungian personality types, as a possible
predictor of perceived satisfaction levels. The existing literature
has not fully explored the relationship between airline flights’
service satisfaction levels and consumers’ personality

From page 3 –

" The authors adopted the Jungian personality types and the MBTI
inventory as the basis for the conceptualisation of consumers’
personality types. During 1998-2000, extensive qualitative research
took place in the form of focus groups and depth interviews to refine
the MBTI questions for the tourism context…."



Determining Leisure Preferences: Demographics or Personality? 
Robyn L. McGuiggan

School of Marketing, University of Technology, Sydney, PO Box 123,
Broadway, NSW 2007, Australia

The aim of this study was to determine the relative influence of
demographics and personality, as measured by the Myers-Briggs Type
Indicator (MBTI), on leisure attribute preference..


A New Psychographic Segmentation Method Using Jungian Mbti Variables
in the Tourism Industry

John Y. Gountas and Sandra (Carey) Gountas

The study attempts to establish the overall context of what is the
consumer's orientation towards life, in order to interpret
systematically and more consistently the individual differences in
behavior. The emerging theory attempts to interpret the variations of
consumer's preferences in a more holistic way.

[both of the above on this page] 

VOLUME 5, NUMBERS 2-4, 2000


Dennis B. Arnett, Texas Tech University


The use of personality traits to explain consumer behavior had been
given up for dead in the consumer research literature.  Perhaps, the
funeral was premature.  This paper presents a  five-factor model
explaining the relationship between personality traits and consumer
coupon proneness.

* does not address MBTI directly, but does reference one article on

Fox-Hines, Ruthann and Roger B. Bowersock (1995), "ISFJ, ENTP,   
     MBTI: What's It All About?," Business & Economic Review, 41
     (Jan-March), 3-7.



Clothing Involvement and Clothing Information Source on Personality
Oh, Hyun Jeong(Division of Design, Kwangju University)
The purposes of this study were to investigate clothing involvement
and clothing information source on personality types. Personality
types were applied using Myers- Briggs Type Indicator(MBTI). Clothing
involvement was measured using 17 questions of 5-point scales.
Clothing information source was measured using 16 items of 5-point
scales. The data were collected from 275 female using questionnaire.
The data analysed with frequence, factor analysis, t-test, one-way
ANOVA, and Duncan test.

The clothing involvement included three factors: Symbolic Expression,
Pleasure and Interest, and Fashionability. The clothing information
source included four factors: Printed Media, Radio Media, Professional
Media and Store Search .

Extroversion-introvertion and thinking-feeling index had significant
difference in the dimensions of clothing involvement. Extroversion
types were significantly evaluated fashionability more than
introvertion types(t=2.008, p<.05). Feeling types were significantly
evaluated fashionability more than thinking types (t=2.428, p<.05).

Extroversion-introvertion index had significant difference in clothing
information source. Extroversion types were significantly used printed
media more than introvertion types



This PowerPoint presentation appears to address what you want, except,
as in any PowerPoint presentations, our understanding is limited to
bullet points.

Lecture 4   Personality and Self-Concept 
Schiffman et al (2001), chap. 5

PPT Version  [I was unable to get this to load]

HTML Version  [use "select all" to highlight and view yellow and white

See also: Albanese, P.J. 1993. Personality and consumer behaviour.
European Journal of Marketing, 27(8): 28-37.


"Internet research has focused on the commercial potential of the
environment and the demographics of its users. This study extents
knowledge by examining how internet usage relates to psychographic
variable: namely personality."

[see page 17]



Does Personality Influence Brand Image? 
Department of Management and Marketing Northern Kentucky University 

ABSTRACT. Consumer psychologists have attempted to relate purchase
behavior, media choice, innovation, segmentation, and a wide variety
of other marketing variables to consumer personality. Results of these
studies have been mixed with most studies demonstrating a weak
relationship between consumer personality and market behavior. The
purpose of the present study was to explore the relationship between
human personality using the Myers-Briggs Type Indicator and product
personality. To date, the MBTI has not been applied in the
marketing/consumer behavior discipline. The results of this study
provide minimal support for using information on consumer personality
as a strategic marketing tool.

Does Personality Influence Brand Image?. Contributors: Lynn Langmeyer
- author, Matthew D. Shank - author. Journal Title: Journal of
Psychology. Volume: 128. Issue: 2. Publication Year: 1994. Page
Number: 157.


Matching the Message to the Mind: Advertising Imagery and Consumer
Processing Styles

With the increasing ability to target individual consumers via
traditional and emerging (e.g., the Internet) forms of media,
individual psychological differences are becoming a more viable basis
for customizing advertising messages. The authors examine an approach
to segmenting consumers, according to their personality-type
preferences for processing information, that is both theoretically
sound and simple to administer. The present study establishes that
personality type also can serve as a classification system for the
visual imagery used in advertising. ...

Matching the Message to the Mind: Advertising Imagery and Consumer
Processing Styles
Priscilla A. Labarbera, Peter Weingard, Eric A. Yorkston; Journal of
Advertising Research, Vol. 38, 1998


Here is a company that does market research based on MBTI – (it
appears this has been translate to English)

" Description of consumer's individuality is based on the MBTI
typology(Myers - Briggs Type Indicator), the most frequently used
system for description of human behaviour in English speaking
countries. Because of its logical structure it's suitable for
transmission into the sphere of consumer psychology…..

"…. Knowing the relation between extrovertly and introvertly oriented
members of the target group has the whole set of interesting marketing
connections: for example extroverts are consumers who, to a larger
extent, search and accept information form their social environment,
they have a better relation to brands, etc…"



So, I hope that these resources help to illustrate the connection
between MBTI and consumer behavior.

If anything I've said isn't clear or if any of the links don't work,
please don't hesitate to ask for clarification.

Thanks so much for your question –


Search terms:

MBTI combined with each of the following:

"Consumer  behavior"
"buying behavior"
"consumer perception"
"consumer psychology"

I alse repeated the above with the terms "Keirsey" "temperament" since
David Keirsey has done a great deal with MBTI but uses the term
lynetter-ga rated this answer:5 out of 5 stars
Thanks very much, this is great.  It's been a while since I've read
academic research papers, it'll be fun ploughing through!

There are no comments at this time.

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