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5
BIGHOW
TO
USE
THE
to write persuasive copy
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Persuasion rests on how much 

we trust & like the source
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HOMOPHILY
“Love of the same”
Our tendency to associate and
bond with similar others
“ ”
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HOMOPHILY
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of
Advertising, 30(1), 47-75.
“ ”
A homophilous source is more
likely to be perceived as credible,
trustworthy, and reliable…
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HOMOPHILY
…The effectiveness of
communication from a homophilous
source may be greater
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of
Advertising, 30(1), 47-75.
“ ”
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To leverage homophily, you have to
understand & mirror your audience
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PERSONALITY
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
Adapting persuasive messages to the
personality traits… can be an effective
way of increasing the messages’ impact
“ ”
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So how do you do it?
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Let’s start with a quiz…
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1
DO YOU HAVE…
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1
A high degree of
intellectual curiosity,
creativity and a
preference for novelty
and variety?
DO YOU HAVE…
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1 OPEN
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HIGH
OPENNESS
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HIGH
OPENNESS
Creative
Novelty seeking
Intellectually curious
Imaginative
Adventurous
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HIGH LOW
OPENNESS
Creative
Novelty seeking
Intellectually curious
Imaginative
Adventurous
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HIGH LOW
OPENNESS
Creative
Novelty seeking
Intellectually curious
Imaginative
Adventurous
Traditional
Conventional
Conservative
Inflexible
Authoritarian
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2
ARE YOU…
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2
Organised, dependable
and self-disciplined? Do
you prefer to plan and
aim for achievement?
ARE YOU…
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2 CONSCIENTIOUS
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CONSCIENTIOUSNESS
HIGH
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CONSCIENTIOUSNESS
Tenacious
Dependable
Self-disciplined
Cautious
Decisive
HIGH
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CONSCIENTIOUSNESS
Tenacious
Dependable
Self-disciplined
Cautious
Decisive
HIGH LOW
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CONSCIENTIOUSNESS
Tenacious
Dependable
Self-disciplined
Cautious
Decisive
Unambitious
Disorganised
Prefers chaos
Frivolous
Impulsive
HIGH LOW
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3
ARE YOU…
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3
Energetic, positive,
assertive & sociable? 

Do you tend to seek
stimulation in the 

company of others?
ARE YOU…
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3 EXTRAVERT
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EXTRAVERSION
HIGH
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EXTRAVERSION
Gregarious
Sensation-seeking
Assertive
Optimistic
Warm
HIGH
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EXTRAVERSION
Gregarious
Sensation-seeking
Assertive
Optimistic
Warm
HIGH LOW
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EXTRAVERSION
Gregarious
Sensation-seeking
Assertive
Optimistic
Warm
Reserved
Thoughtful
Silent
Gets absorbed
Fantasy-prone
HIGH LOW
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4
DO YOU HAVE…
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4
The tendency to be
compassionate and
cooperative rather than
suspicious or antagonistic
towards others?
DO YOU HAVE…
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4 AGREEABLE
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AGREEABLENESS
HIGH
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AGREEABLENESS
HIGH
Pleasant
Harmonious
Affectionate
Trusting
Emotionally responsive
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AGREEABLENESS
HIGH LOW
Pleasant
Harmonious
Affectionate
Trusting
Emotionally responsive
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AGREEABLENESS
Pleasant
Harmonious
Affectionate
Trusting
Emotionally responsive
Cynical
Competitive
Agressive
Individualistic
Ruthless
HIGH LOW
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5
DO YOU HAVE…
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5
The tendency to

experience unpleasant
emotions easily, such as
anger, anxiety, depression,
and vulnerability?
DO YOU HAVE…
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5 EMOTIONAL
STABILITY
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EMOTIONAL STABILITY
HIGH
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EMOTIONAL STABILITY
Relaxed
Even-tempered
Self-confident
Resilient
Calm
HIGH
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EMOTIONAL STABILITY
Relaxed
Even-tempered
Self-confident
Resilient
Calm
HIGH LOW
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EMOTIONAL STABILITY
Relaxed
Even-tempered
Self-confident
Resilient
Calm
Anxious
Hostile
Feels vulnerable
Self-conscious
Dysphoric
HIGH LOW
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Let’s put it into practice
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Who does this appeal to?
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EXTRAVERSION
Strong
Outgoing
Active
Excitement

Attention
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What about these?
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OPENNESS
Innovation
Intelligence
Sophistication
Imagination
Creativity
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Which trait are these products targeting?
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LOW EMOTIONAL STABILITY
Safety
Anxiety
Uncertainty
Security
Protection
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What about these listings?
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AGREEABLENESS
We / our
Friends & family
Communal goals
Home life
Numbers
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CONSCIENTIOUSNESS
Goals
Efficiency
Sense of duty
Achievement
Guilt
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Specific words engage specific traits
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To design a personality-specific 

campaign, you need to understand the 

motivations behind each trait
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable
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J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable Connection with family & community
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable Connection with family & community
Low E.S.
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science
published online 30 April 2012
TRAIT MOTIVATION
Open Creativity & intellectual stimulation
Conscientious Efficiency & goal pursuit
Extravert Excitement & social rewards
Agreeable Connection with family & community
Low E.S. Safety & security
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
To get you started…
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
TOOLS
1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP
2. Various personality tests: discovermyprofile.com
3. From Facebook likes: applymagicsauce.com
4. From digital footprint: hogan-x.com
5. Computerised text analysis: liwc.wpengine.com
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
THANK YOU!
@NathalieNahai
NathalieNahai.com
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@NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
REFERENCES
1. Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites.
International journal of Advertising, 30(1), 47-75.
2. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits.
Psychological Science published online 30 April 2012
3. Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI)
Professional Manual. Odessa, FL: Psychological Assessment Resources.
4. http://www.capitalfm.com/music-news/pokemon-london-boat-trip/
5. http://www.degreedeodorant.com/products/variant/911560/extra-fresh
6. https://mixpanel.com/
7. https://www.nivea.co.uk/shop/search?q=stress%20protect
8. Commitment to Care (2016) https://www.youtube.com/watch?v=5_Z_hmG0hZs

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How to use the Big 5 personality traits to write persuasive copy

  • 1. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5 BIGHOW TO USE THE to write persuasive copy
  • 2. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 3. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 4. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 5. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 6. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Persuasion rests on how much 
 we trust & like the source
  • 7. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY “Love of the same” Our tendency to associate and bond with similar others “ ”
  • 8. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. “ ” A homophilous source is more likely to be perceived as credible, trustworthy, and reliable…
  • 9. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HOMOPHILY …The effectiveness of communication from a homophilous source may be greater Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. “ ”
  • 10. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To leverage homophily, you have to understand & mirror your audience
  • 11. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. PERSONALITY J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 Adapting persuasive messages to the personality traits… can be an effective way of increasing the messages’ impact “ ”
  • 12. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. So how do you do it?
  • 13. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Let’s start with a quiz…
  • 14. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 DO YOU HAVE…
  • 15. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 A high degree of intellectual curiosity, creativity and a preference for novelty and variety? DO YOU HAVE…
  • 16. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 1 OPEN
  • 17. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIGH OPENNESS
  • 18. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIGH OPENNESS Creative Novelty seeking Intellectually curious Imaginative Adventurous
  • 19. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 20. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIGH LOW OPENNESS Creative Novelty seeking Intellectually curious Imaginative Adventurous
  • 21. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. HIGH LOW OPENNESS Creative Novelty seeking Intellectually curious Imaginative Adventurous Traditional Conventional Conservative Inflexible Authoritarian
  • 22. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 23. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 ARE YOU…
  • 24. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 Organised, dependable and self-disciplined? Do you prefer to plan and aim for achievement? ARE YOU…
  • 25. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 2 CONSCIENTIOUS
  • 26. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONSCIENTIOUSNESS HIGH
  • 27. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONSCIENTIOUSNESS Tenacious Dependable Self-disciplined Cautious Decisive HIGH
  • 28. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 29. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONSCIENTIOUSNESS Tenacious Dependable Self-disciplined Cautious Decisive HIGH LOW
  • 30. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONSCIENTIOUSNESS Tenacious Dependable Self-disciplined Cautious Decisive Unambitious Disorganised Prefers chaos Frivolous Impulsive HIGH LOW
  • 31. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 32. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 ARE YOU…
  • 33. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 Energetic, positive, assertive & sociable? 
 Do you tend to seek stimulation in the 
 company of others? ARE YOU…
  • 34. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 3 EXTRAVERT
  • 35. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION HIGH
  • 36. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION Gregarious Sensation-seeking Assertive Optimistic Warm HIGH
  • 37. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 38. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION Gregarious Sensation-seeking Assertive Optimistic Warm HIGH LOW
  • 39. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION Gregarious Sensation-seeking Assertive Optimistic Warm Reserved Thoughtful Silent Gets absorbed Fantasy-prone HIGH LOW
  • 40. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 41. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 DO YOU HAVE…
  • 42. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 The tendency to be compassionate and cooperative rather than suspicious or antagonistic towards others? DO YOU HAVE…
  • 43. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 4 AGREEABLE
  • 44. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. AGREEABLENESS HIGH
  • 45. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. AGREEABLENESS HIGH Pleasant Harmonious Affectionate Trusting Emotionally responsive
  • 46. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 47. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. AGREEABLENESS HIGH LOW Pleasant Harmonious Affectionate Trusting Emotionally responsive
  • 48. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. AGREEABLENESS Pleasant Harmonious Affectionate Trusting Emotionally responsive Cynical Competitive Agressive Individualistic Ruthless HIGH LOW
  • 49. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 50. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5 DO YOU HAVE…
  • 51. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5 The tendency to
 experience unpleasant emotions easily, such as anger, anxiety, depression, and vulnerability? DO YOU HAVE…
  • 52. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. 5 EMOTIONAL STABILITY
  • 53. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL STABILITY HIGH
  • 54. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL STABILITY Relaxed Even-tempered Self-confident Resilient Calm HIGH
  • 55. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 56. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL STABILITY Relaxed Even-tempered Self-confident Resilient Calm HIGH LOW
  • 57. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EMOTIONAL STABILITY Relaxed Even-tempered Self-confident Resilient Calm Anxious Hostile Feels vulnerable Self-conscious Dysphoric HIGH LOW
  • 58. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 59. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Let’s put it into practice
  • 60. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Who does this appeal to?
  • 61. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 62. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 63. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 64. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 65. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 66. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 67. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 68. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. EXTRAVERSION Strong Outgoing Active Excitement
 Attention
  • 69. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What about these?
  • 70. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 71. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 72. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 73. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. OPENNESS Innovation Intelligence Sophistication Imagination Creativity
  • 74. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Which trait are these products targeting?
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  • 76. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 77. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 78. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 79. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. LOW EMOTIONAL STABILITY Safety Anxiety Uncertainty Security Protection
  • 80. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. What about these listings?
  • 81. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 82. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. AGREEABLENESS We / our Friends & family Communal goals Home life Numbers
  • 83. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD.
  • 84. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. CONSCIENTIOUSNESS Goals Efficiency Sense of duty Achievement Guilt
  • 85. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. Specific words engage specific traits
  • 86. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To design a personality-specific 
 campaign, you need to understand the 
 motivations behind each trait
  • 87. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION
  • 88. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open
  • 89. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation
  • 90. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious
  • 91. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit
  • 92. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert
  • 93. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards
  • 94. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable
  • 95. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community
  • 96. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community Low E.S.
  • 97. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 TRAIT MOTIVATION Open Creativity & intellectual stimulation Conscientious Efficiency & goal pursuit Extravert Excitement & social rewards Agreeable Connection with family & community Low E.S. Safety & security
  • 98. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. To get you started…
  • 99. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. TOOLS 1. Big 5 (IPIP-NEO): personal.psu.edu/j5j/IPIP 2. Various personality tests: discovermyprofile.com 3. From Facebook likes: applymagicsauce.com 4. From digital footprint: hogan-x.com 5. Computerised text analysis: liwc.wpengine.com
  • 100. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. THANK YOU! @NathalieNahai NathalieNahai.com
  • 101. All material © THE WEB PSYCHOLOGIST LTD. 2016. No unauthorised reproduction or distribution. @NATHALIENAHAITHE WEB PSYCHOLOGIST LTD. REFERENCES 1. Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International journal of Advertising, 30(1), 47-75. 2. J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012 3. Costa, P. T. Jr., and McCrae, R. R. (1992). Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Professional Manual. Odessa, FL: Psychological Assessment Resources. 4. http://www.capitalfm.com/music-news/pokemon-london-boat-trip/ 5. http://www.degreedeodorant.com/products/variant/911560/extra-fresh 6. https://mixpanel.com/ 7. https://www.nivea.co.uk/shop/search?q=stress%20protect 8. Commitment to Care (2016) https://www.youtube.com/watch?v=5_Z_hmG0hZs