Alicja Grochowska, Agnieszka Młyniec, Konrad Hryniewicz, Elżbieta Józefowicz, Karolina Ponikowska-Szmajda, Agnieszka Kaczmarek (Ozimek), Katarzyna Wisiecka, Paulina Ślęzak, Krzysztof Krejtz
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How does personality affect perception of advertising messages? The Big Five model and advertising responses: a meta-analysis
An attempt to identify relationships between the Big Five personality traits and responses to advertising was made by meta-analyzing results of 15 studies (308 correlations). Variables of brand fam...
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