Psychological Framing As an Effective Approach to Real-Life Persuasive Communication

Sandra Matz, University of Cambridge, UK
Michal Kosinski, Stanford University, USA
David Stillwell, University of Cambridge, UK
Gideon Nave, University of Pennsylvania, USA
Digital footprints (e.g., Facebook Likes) are powerful predictors of personality. Across two large-scale field experiments, we show that we can use personality predictions from these digital footprints to increase the effectiveness of marketing messages. Marketing messages that were framed to match targets’ personality attracted 1.43 times more conversions on average.
[ to cite ]:
Sandra Matz, Michal Kosinski, David Stillwell, and Gideon Nave (2017) ,"Psychological Framing As an Effective Approach to Real-Life Persuasive Communication", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 276-281.