Integrating neuromarketing and personality traits in diverse marketing strategies : from social change to corporate profit
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Date
2024-07-16
Authors
Μπαλάσκας, Στέφανος
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Abstract
This thesis integrates findings from a series of seven distinct but interrelated eye-tracking studies to explore the multifaceted interactions between emotional appeals, personality traits, and visual behavior in advertising, with applications ranging from eco-friendly product promotions to blood donation and charitable giving. Our studies bridge multiple marketing categories and orientations, including ecological responsibility, health service promotion, and online consumer behaviour, providing a broad scope of inquiry into advertising effectiveness. Across these studies, this thesis employs eye-tracking technology to investigate how different types of emotional appeals (positive and negative) and message framings (altruistic vs. egoistic) influence the viewer's attention and cognitive processes as mediated by individual personality traits. The primary objective is to understand how these elements influence consumer behaviour and donation intentions, employing advanced analytical methods, including machine learning and structural equation modelling..
The first study explores the effects of emotional appeals in green advertising, specifically how eco-labels and eco-fact claims, which promote ecological responsibility, influence visual attention and intension to buy. This eye-tracking experiment used six advertisements designed to elicit positive and negative emotions, showing that negative appeals tend to attract more visual focus to fear, guilt, or disgust-related elements, whereas positive messages lead viewers to focus more on textual information about environmental benefits. The second study shifts focus to blood donation, applying machine learning to eye-tracking data to link personality traits with viewing behaviour. Results from models like Support Vector Machine (SVM) and k-Nearest Neighbors (KNN) suggest that personality traits, notably Honesty-Humility and Openness, significantly influence how participants engage with advertising content, highlighting the potential for psychological profiling in enhancing donor recruitment strategies. The third case examines how personality traits affect attitudes toward online banner advertising, with findings indicating that Honesty-Humility predicts recall of banner advertisements. This suggests personality assessments could optimize digital marketing strategies. In the fourth case, the relationship between personality traits, emotional arousal from advertisements, and the intention to donate blood is studied. Structural equation modelling reveals that altruistic messages enhance the positive effects of emotional arousal on donation intentions, suggesting that targeting ads can significantly impact donor behaviour. The fifth study assesses how emotional appeals and environmental concerns impact the purchasing intentions of young consumers toward green products. While negative emotions increased product appeal, positive emotions did not significantly affect buying intentions, highlighting the complex role of emotional framing in environmental advertising. The sixth investigation expands on the Theory of Planned Behavior by incorporating emotional arousal and blood donation anxiety into the framework for blood donation. Findings indicate that emotional responses significantly mediate the influence of advertising attitudes on donation intentions, advocating for emotionally resonant advertising strategies. Lastly, the seventh study looks at small charitable donations, revealing that altruism and personality traits (excluding Emotionality) correlate positively with attitudes toward advertisements, but not directly with charitable giving, suggesting that further research is needed to understand these dynamics.
Collectively, these studies provide a broader understanding of how personality and emotional cues can be utilized to customize ads that will effectively influence consumer and donor behaviour. The incorporation of eye-tracking data alongside advanced statistical approaches and machine learning represents a promising methodological approach to improving efficiency in advertising across various domains. Not only does the research offer insight into consumer behaviour analysis in neuromarketing through eye-tracking, but it also has practical implications for refining advertising strategies both in commercial marketing efforts and humanitarian campaigns.
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Keywords
Neuromarketing, Personality traits, Eye-tracking, Machine learning, Structural equation modelling, Consumer neuroscience