Catering to the Quiet and the Sociable A Proposal of Introversion and Extraversion as Emerging Market Segments

Civitello, Carissa and Bosonac, Ashley (2024): Catering to the Quiet and the Sociable A Proposal of Introversion and Extraversion as Emerging Market Segments. Published in: International Journal of Business and Social Science Research , Vol. 9, No. 5 (28 September 2024): pp. 1-18.

Abstract

Target marketing leverages many human characteristics to persuade a specific consumer group best. These characteristics may include demographic, geographic, psychographic, and lifestyle traits. The psychographic factors considered in target marketing most commonly include an understanding of consumer values and behavior, not personality type. Few studies have analyzed how personality type, more specifically introversion and extraversion, might shape the outcome of a campaign. Introversion and extraversion have proven to have a pivotal role in other areas of business, such as the workplace, sales forces, and customer engagement. Drawing on that connection, this research hypothesized that these personality types might also impact consumer responses to a marketing campaign, particularly the promotional element. To answer these queries, multiple theories of personality were analyzed, including Jung’s Theory of Personality, and applied to previous research to introversion and extraversion in target marketing. Results reflected that there is considerable merit behind the pursuit of tailored advertisement campaigns that target introverts and extroverts respectively. Such strategies might increase metrics and create a more predictable and direct campaign. Subsequent research is suggested to further corroborate this conclusion.

• Item Type: MPRA Paper
• Language: English
• Keywords: Target marketing leverages many human characteristics to persuade a specific consumer group best. These characteristics may include demographic, geographic, psychographic, and lifestyle traits. The psychographic factors considered in target marketing most commonly include an understanding of consumer values and behavior, not personality type. Few studies have analyzed how personality type, more specifically introversion and extraversion, might shape the outcome of a campaign. Introversion and extraversion have proven to have a pivotal role in other areas of business, such as the workplace, sales forces, and customer engagement. Drawing on that connection, this research hypothesized that these personality types might also impact consumer responses to a marketing campaign, particularly the promotional element. To answer these queries, multiple theories of personality were analyzed, including Jung’s Theory of Personality, and applied to previous research to introversion and extraversion in target marketing. Results reflected that there is considerable merit behind the pursuit of tailored advertisement campaigns that target introverts and extroverts respectively. Such strategies might increase metrics and create a more predictable and direct campaign. Subsequent research is suggested to further corroborate this conclusion.
• Subjects: G - Financial Economics > G0 - General > G00 - General

References

P's of Marketing. (2020, June 15). Corporate Finance Institute. Retrieved August 17, 2023, from https://corporatefinanceinstitute.com/resources/management/5-ps-marketing/

Ahmad Al-Hawari, M. A. (2014, October 7). Does customer sociability matter? Differences in e-quality, e-satisfaction, and e-loyalty between introvert and extravert online banking users. Journal of Services Marketing, 538-546. https://www.emerald.com/insight/content/doi/10.1108/JSM-02-2013-0036/full/html?casa_token=-jyc2kmvuPoAAAAA:dfEWGHBtn1BaI9VjwYgwXU4g89tOscmFs9vwUT8gUfb416C6Ra5M0GMfeRme1crpCHcXTzxakTpe-295jyDeMZ60zE8GzJoF1lzZBNHyqugtXLsnEg

Akre, V., Rajan, A., Ahamed, J., Al Amri, A., & Al Daisi, S. (2019). Smart Digital Marketing of Financial Services to Millennial Generation Using Emerging Technological Tools and Buyer Persona. 2019 Sixth HCT Information Technology Trends, 120-125. 10.1109/ITT48889.2019.9075106.

Andraski, J. C., & Novack, R. A. (1996). Marketing logistics value: Managing the 5 P's. Journal of Business Logistics, 17(1), 23-34. ProQuest. https://www.proquest.com/central/docview/212661096/BD844AA8FBD447B2PQ/3?accountid=12532

Auxier, B., & Anderson, M. (2021, April 7). Social Media Use in 2021. Pew Research Center. Retrieved August 21, 2023, from https://www.pewresearch.org/internet/wp-content/uploads/sites/9/2021/04/PI_2021.04.07_Social-Media-Use_FINAL.pdf

Bachrach, Y., Kosinski, M., Graepel, T., Kohli, P., & Stillwell, D. (2012). Personality and Patterns of Facebook Usage. ACM Web

Sciences, 1-9. http://www.davidstillwell.co.uk/articles/Personality_and_Patterns_of_Facebook_Usage.pdf

Birren, F. (1956). Selling Color To People: A Book On How To Sell Color In Commercial Products And Advertising To The American Public. Literary Licensing, LLC.

Birren, F. (1961). Color Psychology and Color Therapy: A Factual Study of the Influence of Color on Human Life. Citadel Press.

Cain, S. (2013). Quiet: The Power of Introverts in a World That Can't Stop Talking. Crown. https://books.google.com/books?id=Dc3T6Y7g7LQC&q=extravert+ideal#v=snippet&q=extravert%20ideal&f=false

Chang, C. (2001). The Impacts of Personality Differences on Product Evaluations. Advances in Consumer Research, 28, 26-33. https://www.acrwebsite.org/volumes/8423/volumes/

Clifton Green, T., Jame, R., & Lock, B. (2019, May). Executive Extraversion: Career and Firm Outcomes. American Accounting Association, 94(3), 177-204. EBSCO Host. 10.2308/accr-52208

Collins, R. L., Schell, T., Ellickson, P. L., & McCaffrey, D. (2003). Predictors of beer advertising awareness among eighth graders. Addiction, 98(9), 1297-1306. EBSCOhost. 10.1046/j.1360-0443.2003.00448.x

Consumer Behavior Archives. (n.d.). American Marketing Association. Retrieved March 2, 2023, from https://www.ama.org/topics/consumer-behavior/

Dane, B. P., Stackhouse, M. R.D., & Dionne, S. D. (2021, May 10). Righting the Balance: Understanding Introverts (and Extraverts) in the Workplace. International Journal of Management Reviews, 78-95. EBSCO Host. 10.1111/ijmr.12268

Donlin, J. (2004). Influence of Alcohol and Neutral Advertisements on Extraverts and Introverts. St. Bonaventure University. http://web.sbu.edu/psychology/lavin/senior_seminar3.htm

Eysenck, H. J. (1998). Dimensions of Personality. Transaction Publishers. https://hanseysenck.com/wp-content/uploads/2019/12/1991_eysenck_-_dimensions_of_personality_the_biosocial_approach_to_personality.pdf

Golbeck, J., Robles, J., Edmonson, M., & Turner, K. (2011). Predicting personality from Twitter. 2011 IEEE International Conference on Privacy, Security, Risk, and Trust, 149-156. https://ieeexplore.ieee.org/abstract/document/6113107

Gosling, S. D., Gaddis, S., & Vazire, S. (2007). Personality Impressions Based on Facebook Profiles. University of Texas, 1-4. https://www.icwsm.org/papers/3--Gosling-Gaddis-Vazire.pdf

Green, M. C., & Keegan, W. J. (2017). Global Marketing. Pearson.

Hannabus, C. (2021, October 28). Introvert vs extravert: does brand personality really matter? BizCommunity. ProQuest. https://www.proquest.com/central/docview/2587463860/3838A3944EA94826PQ/2?accountid=12532

Heinze, A., Cruz, A., Fletcher, G., & Rashid, T. (Eds.). (2020). Digital and Social Media Marketing: A Results-Driven Approach (2nd ed.). Taylor & Francis Group. https://doi.org/10.4324/9780429280689

Holland, J. L. (1996). Exploring Careers With a Typology. American Psychologist, 51(4), 397-406. https://doi.org/10.1037/0003-066X.51.4.397

Itani, O. S., El Haddad, R., & Kalra, A. (2020, March). Exploring the Role of extravert-Introvert Customers' Personality Prototype as a Driver of Customer Engagement: Does Relationship Duration Matter? Journal of Retailing and Consumer Services,53. https://www.sciencedirect.com/science/article/abs/pii/S096969891930668X?fr=RR-2&ref=pdf_download&rr=7a245cc369dd2383

Jung, C. G. (1923). Psychological Types or The Psychology of Individuation (1st ed., Vol. 6). Hancourt, Brace, & Company, Inc. https://www.google.com/books/edition/Psychological_Types/XPKwAAAAIAAJ?hl=en&gbpv=1&kptab=overview

Kosinski, M., Stillwell, D., & Graepel, T. (2013). Private traits and attributes are predictable from digital records of human behavior. Proceedings of the National Academy of Sciences, 110, 5802-5805. https://www.pnas.org/doi/abs/10.1073/pnas.1218772110

Kourdi, J. (2009). Psychographic Profiling. In 100 Great Business Ideas: From Leading Companies Around the World (pp. 23-24). Marshall Cavendish International (Asia) Private Limited.

Kumar, P., Chaudhary, K., Kumar, V., & Chauhan, S. (2023, February 1). Impact of Goodwill on Consumer Buying Through Advertising in a Segmented Market: An Optimal Control Theoretic Approach. Axioms, 12, 1-14. EBSCOHost. 10.3390

Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing, 10(3), 357-375. ProQuest. 10.1108/JSOCM-10-2018-0122

Lau, S. T. (2020). Introversion and Online Word-of-Mouth Behavior: What Roles Do Review Website Design and Product Design Play? Lingnan University, 1-62. https://commons.ln.edu.hk/cgi/viewcontent.cgi?article=1085&context=otd

Loveland, J. M., Lounsbury, J. W., Park, S.-H., & Jackson, D. W. (2015). Are Salespeople Born or Made? Biology, Personality, and the Career Satisfaction of Salespeople. The Journal of Business & Industrial Marketing, 30(2), 233-240. ProQuest Central.10.1108/JBIM-12-2012-0257

Mairesse, F., Walker, M. A., Mehl, M. R., & Moore, R. K. (2007). Using Linguistic Cues for the Automatic Recognition of Personality in Conversation and Text. Journal of Artificial Intelligence Research, 30, 457-500. https://www.jair.org/index.php/jair/article/view/10520/25197

Marcus, B., Machilek, F., & Schütz, A. (2006). Personality in cyberspace: Personal web sites as media for personality expressions and impressions. Journal of Personality and Social Psychology, 90, 1014-1031. https://psycnet.apa.org/doiLanding?doi=10.1037%2F0022-3514.90.6.1014

Martsh, C. T., & Miller, W. R. (1997). Extraversion predicts heavy drinking in college students. Personality and Individual Differences, 23(1), 153-155. https://psycnet.apa.org/record/1997-04934-016

Matz, S. C., Kosinksi, M., Nave, G., & Stillwell, D. J. (2017, October 17). Psychological targeting as an effective approach to digital mass persuasion. PNAS Early Education, 1-6. 10.1073

McCarthy, E. J., & Perreault, W. D. (1990). Basic Marketing: A Managerial Approach. Irwin. https://babel.hathitrust.org/cgi/pt?id=inu.30000041584743&seq=188

McCrae, R. R., & Costa, P. T. (2006). Personality in Adulthood: A Five-Factor Theory Perspective (2nd ed.). Guilford Publications.

McIntyre, R. P. (1991). The Impact of Jungian Cognitive Style on Marketing Interactions. Arizona State University Dissertations Publishing, 1-317. EBSCO Host. Retrieved March 3, 2023, from https://www.proquest.com/central/docview/303941268/CF112C34876497FPQ/4?accountid=12532In

Meiselman, H. L., Kuesten, C., & Bi, J. (2021, August 18). The Use of Demographics and Psychographics to Study Product Effects with Nutrient Supplements: Exploratory Multi-Country Data. Foods, 10(8), 18. National Library of Medicine. DOI: 10.3390/foods10081918

Merburg, T. A. (2010). The role of personal attributes and social support factors on passive behaviour in classroom among secondary school students: a prospective study. Social Psychology of Education, 13, 511-522. https://link.springer.com/article/10.1007/s11218-010-9123-1

Meyer, J. (2007). A comparison study of personality types brand involvement. Capella University ProQuest Dissertations Publishing, 1-104. ProQuest Central. Retrieved March 22, 2023, from https://www.proquest.com/central/docview/304720621/87C9856CA5C4CF9PQ/1?accountid=12532

Myers-Briggs Type Indicator® (MBTI®) | Official Myers Briggs Personality Test. (n.d.). The Myers-Briggs Company. Retrieved March 1, 2023, from https://www.mbtionline.com/en-US/MBTI-Types/All-about-the-Myers-Briggs-types

Narang, R. (2011). Examining the role of various psychographic characteristics. Young Consumers, 12(2), 133-144. ProQuest. DOI: 10.1108/17473611111141597

O'Guinn, T., Allen, C., Close Scheinbaum, A., & Semenik, R. J. (2020). Advertising and Integrated Brand Promotion. Cengage South-Western. https://ebooks.cenreader.com/#!/reader/92f35ba3-dca5-4d3a-9161-e4972680d921/page/64d880e878ec990439d40563c245bc05?scrollTo=search-text-1&search=market%20segmentation

Owens, M. (2019, May 21). How Your Personality Type Impacts Your Income. Truity. Retrieved March 2, 2023, from https://www.truity.com/blog/personality-type-career-income-study

Park, G., Schwartz, A., Eichstaedt, J., Kern, M., Kosinski, M., Stillwell, D., Ungar, L., & Seligman, M. (2014). Automatic Personality Assessment Through Social Media Language. Journal of Personality and Social Psychology, 1-20. https://static1.squarespace.com/static/53d29678e4b04e06965e9423/t/54bd3fd2e4b0bd77452d4116/1421688786115/2014_automaticPersonalityAssessment.pdf

Pennebacker, J. W., & King, L. A. (1999). Linguistic styles: Language use as an individual difference. Journal of Personality and Social Psychology, 77, 1296-1312.

Ringold, D. J. (1995, February 4). Social Criticisms of Target Marketing. American Behavioral Scientist, 38(4), 578-592. https://journals.sagepub.com/doi/pdf/10.1177/0002764295038004008?casa_token=G2AjzceTK3AAAAAA:QrBaY-mBYwpxeYPdUIt8_kM_BprX62J3ntQws5F_Qgpjp8L8a1efm3z2vF3mdi1-xAXNUXJ7EfDUpQ

Rodgers, B., Korten, A. E., Jorm, A. F., Christensen, H., Hendersen, S., & Jacomb, P. A. (2002). Risk factors for depression and anxiety in abstainers, moderate drinkers and heavy drinkers. Society for the Study of Addiction, 95(12), 1833-1845. Doi: 10.1046/j.1360-0443.2000.9512183312.x

Saad, L. (2022, December 29). What Percentage of Americans Drink Alcohol? Gallup News. Retrieved August 21, 2023, from https://news.gallup.com/poll/467507/percentage-americans-drink-alcohol.aspx

Schwartz, D. G. (2000). Concurrent marketing analysis: A multi-agent model for product, price, place and promotion. Marketing Intelligence & Planning, 18(1), 24-29. ProQuest Central. Doi:10.1108/02634500010308567

Segalin, C., Perina, A., Cristani, M., & Vinciarelli, A. (2017). The pictures we like are our image: Continuous mapping of favorite pictures into self-assessed and attributed personality traits. IEEE Transactions on Affective Computing,8, 268-285. https://ieeexplore.ieee.org/abstract/document/7378902

Smith, C. D., & Brown, J. M. (1998). Sexual Behaviors, Extroversion, and Alcohol Use Among College Students. Journal of Alcohol and Drug Education, 44(1), 70-79. https://www.jstor.org/stable/45092241

Spielman, R. M., Jenkins, W. J., & Lovett, M. D. (2020). Psychology 2e. OpenStax. https://openstax.org/books/psychology-2e/pages/11-3-neo-freudians-adler-erikson-jung-and-horney

Tuovinen, S., Tang, X., & Salmela-Aro, K. (2020, November 30). Introversion and Social Engagement: Scale Validation, Their Interaction, and Positive Association With Self-Esteem. Frontiers in Psychology, 11. https://www.frontiersin.org/articles/10.3389/fpsyg.2020.590748/full

Tuten, T. L. (2020). Social Media Marketing (4th ed.). SAGE Publications, Limited. https://bookshelf.vitalsource.com/reader/books/9781529738018/epubcfi/6/30[%3Bvnd.vst.idref%3Ds9781529738964.i632]!/4

Unger, J. B., Schuster, D., Zogg, J., Dent, C. W., & Stacy, A. W. (2003). Alcohol advertising exposure and adolescent alcohol use: A comparison of exposure measures. American Psychological Association, 11(3), 177-193. 10.1080/1606635031000123292

Waheed, A., Yang, J., & Webber, J. (2017, January). The Effect of Personality Traits on Sales Performance: An Empirical Investigation to Test the Five-Factor Model (FFM) In Pakistan. Interdisciplinary Journal of Information, Knowledge, and Management,12, 139-157. 10.28945/3710

What is an Advertising Message: Guide. (2023, March 21). SendPulse. Retrieved September 12, 2023, from https://sendpulse.com/support/glossary/advertising-message

Whittaker, S. (2022, May 18). How to Get Rid of Career-Crippling Shyness. The Ottawa Citizen.

Yarkoni, T. (2010). Personality in 100,000 words: A large-scale analysis of personality and word use among bloggers. Journal of Research in Personality, 44, 363-373. https://www.sciencedirect.com/science/article/pii/S0092656610000541?casa_token=y74Q0VDJ9oEAAAAA:7VSde00H5OtJNyaC0RwfaSKDU4GZctGirXTaJ0AJBij7xIDz7ymJaCM8CkUv8p8ND76kue5purQ Downloads