Open Access Peer-reviewed

The Effectiveness of Advertising in Relation to the Personality of the Consumer

Zuzana BIRKNEROVÁ1,, Radovan BAČÍK2, Jaroslava GBUROVÁ2

1Department of Managerial Psychology Faculty of Management, University of Prešov in Prešov, Prešov, Slovakia

2Department of Marketing and International Trade Faculty of Management, University of Prešov in Prešov, Prešov, Slovakia

Journal of Finance and Economics. 2013, 1(2), 17-21. DOI: 10.12691/jfe-1-2-1
Published online: August 25, 2017


Advertising creates a communication relationship between the producer or the provider of a service and the target group or the consumers. The main task of psychology of advertising is to motivate the consumer to take the desired action, to buy the promoted product or service. That is why more and more sophisticated forms and tools for reaching the goal set by the advertisment creator are used. The aim of the presented study was to determine whether an individual's temperament plays a major role in favouring a particular advertising spot and to identify which type of advertising corresponds with the type of a consumer’s personality temperament. The research sample consisted of 126 respondents with different types of temperaments, aged between 22 to 68 years, who filled out two methodologies: Assessment of the television advertising in relation to personality typologies and the EPI – Eysenck Personality Inventory . By means of this research, the existence of a relationship between temperament of individuals and their perception of various types of advertising spots (funny, calm, nostalgic, dynamic) was recorded. A successful advertisement should be aimed properly at a given group of individuals whom it should effectively reach. For that reason, psychology becomes an essential part in marketing and advertising strategies.


advertisin, temperament, consumer, personality, methodology
[1]  Birknerová, Z., Bačík, R. (2012) Reklama v psychológii - overenie metodiky. In Marketing a marketingová komunikácia - prepojenie teórie a praxe. Prešov: Prešovská univerzita v Prešove, Fakulta manažmentu, pp. 44-48.
[2]  Eysenck, H.J., Eysenck, S.B.G. (1968) EOD: Eysenckov osobnostný dotazník – testová príručka. Bratislava: Psychodiagnostické a didaktické testy n. p. 23 p.
[3]  Prachár, J. (1992) Reklama. (1st ed.). Bratislava: Ekonomická univerzita, 293 p.
[4]  Síkorová, J. (2009) Reklama v procese DPH. Poradca 9, 2009. [Online] Available: (March 1, 2012).
[5]  Mediaknowall. (2011) What is Advertising? [Online] Available: (March 1, 2012).
[6]  Pelsmacker, P., Geuens, M., Bergh, J. (2003) Marketingová komunikace. Praha: Grada Publishing, 600 p.
[7]  Hudec, P. (2009) Reklama a psychológia. [Online] Available: (March 1, 2012).
[8]  Mühlbacher, H. (1993) Selektivní propagace. (1st ed.). Praha: Nakladatelská společnost BaBText.
[9]  Kotler, P., Armstrong, G. (2004) Marketing. (1st ed.). Praha: Grada Publishing, 855 s.
[10]  Vysekalová, J. (2009) Psychologie reklamy. (3rd ed.). Praha : Grada Publishing, a. s., 294 p.
[11]  Mediapol. (2010) Reklama – fenomén dnešnej doby. [Online] Available: 21379.html (March 1, 2012).
[12]  Hall, C., Lindzey, G. (2002) Psychológia osobnosti. (3rd ed.). Bratislava: Svornosť, a.s., 510 p.
[13]  Mikuláštik, M. (2007) Manažérska psychologie. (1st ed.). Praha: Grada Publishing, a. s., 384 p.
[14]  Svoboda, M. (1999) Psychologická diagnostika dopelých. (1st ed.). Praha: Portál, s. r. o., p. 342.