top of page
Group 9 (1).png

Personalization 3.0: How Personality Can Predict Consumer Behavior

  • Writer: Sam Awad
    Sam Awad
  • Dec 17, 2023
  • 1 min read

Approaches that attempt to predict consumer behavior have come a long way since the inception of socio-demographic profiling. This development is, on the one hand, driven by the desire of businesses to perform better and connect better with consumers. On the other hand, this is also driven by consumers who are explicitly seeking personalized guidance in a crowded marketplace and implicitly, nonconsciously, seeking to fulfill underlying emotional needs and goals by consuming brands and products.


In this peer-reviewed publication, Katharina Kuehn, founder of Deep Sphere, proposes a biopsychological framework to understand personality based on evolutionary studies of primal emotion systems and explains how this framework can predict preferences and behavioral tendencies in consumers. To ascertain the validity of the theory, four experiments were conducted to test and confirm personality-specific predictions regarding the effectiveness of personalized advertising campaigns, product choices, and brand preference.


This book chapter is available for purchase here: https://www.igi-global.com/chapter/personalization-30/254698

 
 
 

1 Comment


Guest
Jun 21

It's completely understandable to feel a mix of emotions and questions when you're exploring your sexual orientation. Many people find that period of self-discovery to be both enlightening and a bit confusing. While personal introspection and perhaps talking to trusted friends are invaluable, sometimes initial, private exploration can be helpful. I remember a friend mentioning that when they were first questioning things, they found resources like an LGBTQ+ orientation quiz to be a gentle, non-judgmental way to engage with their thoughts. It's not about getting a definitive label from a quiz, of course, but the questions themselves can act as prompts for deeper reflection on your feelings and attractions. It can be a quiet first step in understanding yourself better, in…

Like
bottom of page