{"id":12901,"date":"2018-07-05T14:43:00","date_gmt":"2018-07-05T12:43:00","guid":{"rendered":"https:\/\/tolunacorporate.com\/?p=12901"},"modified":"2025-06-26T14:22:58","modified_gmt":"2025-06-26T12:22:58","slug":"using-the-big-5-personality-traits-to-understand-consumers","status":"publish","type":"post","link":"https:\/\/tolunacorporate.com\/it\/using-the-big-5-personality-traits-to-understand-consumers\/","title":{"rendered":"Using the big 5 personality traits to understand consumers"},"content":{"rendered":"\n

What makes up your personality? Are you extroverted or introverted? Some may say personality starts with whether you\u2019re one or the other. Others will add to that and say it\u2019s influenced by your temperament or general nature too.<\/p>\n\n\n\n

Our personality, regardless of what it truly is, affects our behavior. So it\u2019s not surprising to find that many psychologists\u2019 research on personality has given birth to trait theory. Trait theory is the study of human personality as it relates to their behavior, thoughts, and emotions. The big 5 personality traits are a result of trait theory and unlike the Buzzfeed quizzes we know and love, it\u2019s likely a more accurate description of personality\u2014and more useful as a result.<\/p>\n\n\n\n

Defining the big 5 model<\/h2>\n\n\n\n

Though it\u2019s not entirely clear, the big 5 model for personality first emerged in the 1960\u2019s. However, it became a more researched and advanced model in the 1990\u2019s as more psychologists began studying it. Today, it\u2019s a robust, empirical, data-driven model.<\/p>\n\n\n\n

Many modern psychologists utilize the big 5 model because it can apply universally and it provides a measurable<\/em> means to understanding personality. The point of it is to measure the degree to which particular personality traits are expressed in an individual. In other words, you exhibit each of the five traits, but at varying levels. Essentially, this model helps you, and others, understand what makes you tick.<\/p>\n\n\n\n

The big 5 personality traits<\/h2>\n\n\n\n

Sometimes referred to as OCEAN, CANOE, or the five-factor model, the big 5 model encompasses five key attributes of a personality. Those five traits are openness, conscientiousness, extraversion, agreeableness, and neuroticism.<\/p>\n\n\n\n

    \n
  1. Openness means being open to experiencing new or different things.<\/strong>\u00a0Those who score high on this trait tend to be intellectually curious, willing to try new things, and more creative or unconventional. Those who score low on this trait are usually opposed to change and struggle with abstract thought.<\/li>\n\n\n\n
  2. Conscientiousness refers to acting in an organized or thoughtful way.<\/strong>\u00a0Those who score high on conscientiousness tend to be self-disciplined, strive for achievement, and follow a plan or schedule. Scoring low on this trait, you may be more unstructured in your approach to tasks and procrastinate more often.<\/li>\n\n\n\n
  3. Extraversion is seeking stimulation in the company of others.\u00a0<\/strong>Those who score high on this trait don\u2019t mind being the center of attention and tend to be very social and energetic. Those who score low on extraversion often prefer to be alone and may be anxious in social situations.<\/li>\n\n\n\n
  4. Agreeableness entails being compassionate and cooperative towards others.<\/strong>\u00a0Those who score high on agreeableness tend to get along well with people and are more sympathetic and caring. Those who score lower on this trait can be less empathetic and seem uninterested in others.<\/li>\n\n\n\n
  5. Neuroticism refers to emotional sensitivity\u2014particularly when it comes to environmental or situational factors.<\/strong>\u00a0Those who score high for this trait can be easily stressed and sometimes come off as worry-warts. Those who score low on neuroticism, on the other hand, tend to be more emotionally grounded and laid-back.<\/li>\n<\/ol>\n\n\n\n

    Curious to see where you land? There are a variety of big 5 tests available online to understand where you score on these traits. And don\u2019t worry, if you\u2019re unhappy with any of your scores, it doesn\u2019t mean you\u2019ll be that way forever. As people mature or modify their lifestyle, their scores can adjust\u2014it\u2019s not all biological. Personality can be influenced by environmental factors too. Thus, the old saying nature versus nurture comes into play.<\/p>\n\n\n\n

    Either way, you can see the big 5 model is a great way to understand more about a person. As a result, employers often use the big 5 personality test to ensure new employees fit with a team\u2014or employees can use it to understand more about what career path they should take. But we feel the big 5 model has a bigger purpose when it comes to marketing, market research, and understanding consumers.<\/p>\n\n\n\n

    Leveraging the big 5 in marketing research<\/h3>\n\n\n\n

    As noted, the big 5 personality model helps to understand what makes a person tick. Specific to marketing, understanding personality can help identify and draw conclusions about consumer preferences, habits, and motivations.<\/strong> If you think about that in the context of new products, branding, and advertising, it\u2019s easy to see how leveraging the big 5 is a no-brainer.<\/p>\n\n\n\n

    In fact, Proceedings of the National Academy of Sciences<\/a> provides evidence for how psychological targeting\u2014such as targeting by personality\u2014is a proven approach to persuasion. Their research tests the difference between targeting viewers with ads based on whether they are extroverted or introverted: results show that when targeting viewers based on this, conversion rates double.<\/p>\n\n\n\n

    This shouldn\u2019t be surprising\u2014people are attracted to things that exhibit similar personalities to them or brands that represent the way they are.<\/strong> Thus, it\u2019s so important to execute marketing activities as it relates to a target audience\u2019s personality traits. You wouldn\u2019t target those who are high in one trait the same as those who are low in it. For example, say a brand was looking to create ads for a new pair of yoga pants. Women high in extraversion are likely to relate to the first ad below. Women low in extraversion, but high in conscientiousness, would likely relate more to the second ad.<\/p>\n\n\n