Why should you know the personality of potential customers? Is it only interesting from a psychological point of view or can it be advantageous for your business? If you do it right, consumer personality can improve a strong and long-lasting relationship between the brand and the target group. Have you ever heard of the Big Five?

The Big Five in the field of politics

Let’s think about politics. When an election is coming up, a plenty of surveys are conducted to predict which party or politician will win. The same happens in the election days, during which a lot of different and contradictory exit polls are spread every minute on the mass media. Everyone pays much attention to these surveys, but their accuracy is very low and frequently they do not guess the winner. This is because their predictions are generally based on what voting intention directly asked to voters, but people are often reluctant to declare it. Nevertheless, we should not despair because personality can help us! Individual differences explain party loyalty and voting behavior. For instance, Democratic voters are generally more open-minded and less conscientious than Republican voters. But we can go deeper and refer to single politicians. As any other person in the world, politicians can be described using the Big Five or other personality traits. In this perspective, Hillary Clinton could be perceived as more agreeable and open-minded than Donald Trump. Psychological literature has demonstrated that similarity between voters and perceived politicians’ personality is more reliable in predicting elections results than the voting intentions expressed by people or their socio-economic status. According to these findings, in the next American election we can guess that Homer Simpson would vote for Clinton and Seymour Skinner for Trump.

The Big Five in the field of marketing

Can people’s personality be useful for a successful marketing? The answer is obviously YES! Individual differences can explain consumer behavior in many ways. For instance, people’s preference for online rather than offline shopping is a function of their openness to experience. As for politicians, brands could be described using the Big Five or other personality traits. Let’s make an example with two famous dress brands. Boss is generally perceived as more reliable, hardworking, secure, intelligent, technical, successful, leader, and confident than Australian. Another example can be done with the two main smartphone brands. Samsung smartphones are perceived as more agreeable and opened to experience than iPhones which, in turn, are perceived more extraverted. Again, the congruence between consumers and brand personality predict consumers’ likelihood of purchase, satisfaction after purchasing, and loyalty to the brand. Based on these findings, we can guess that Waylon Smithers has a Samsung, whereas Bart Simpson an iPhone. Even different products of a single brand has their own personality and their preference can be predicted through similarity between product and consumer personality as well.

And how about your personality? Who would you vote for? What would you buy? Which destination would you choose for your next trip? Which kind of food would you eat tomorrow? We can guess each of these stuff! How we can do it? This is another story … stay tuned!