| This correlational study was based on the premise that aspects of personality influence susceptibility to advertising. Participants drawn from various social media venues completed three distinct measures - the Myers-Briggs Type Indicator (MBTI), a questionnaire of slogan recognition and a questionnaire of logo recognition. The predictor variables were represented by MBTI results, while the criterion variables were represented by the scores achieved on the tests of logo and slogan recognition. Relationships between these variables were determined using the point-biserial correlation coefficient. Analysis of the MBTI scales found only one significant correlation - the T/F scale was positively correlated with scores on the Logo Recognition Test (r = .18 p < .05; r2 = .03). Upon analysis of the MBTI types, only INFJ showed significant negative correlations across all tests, while ISFJ showed a significant negative correlation for part one of the Slogan Recognition Test. The highest among these correlations depicted the inverse relationship between INFJ and the cumulative score for all tests (r = -.20 p < .01; r2 = .04). Each of these relationships, while statistically significant, represents a relatively weak range of correlation, rendering a rather low degree of predictive power. Regarding the regression model, the data indicated that for the Logo test, the predictor variables significantly predicted the criterion variable, F(6, 195) = 2.53, p < .05 - i.e., the regression model was a good fit for that data. All other tests did not indicate statistical significance, and thus were not a good fit. Furthermore, per the multiple regression analysis for the Logo Test, only T/F (beta = -.18, p<.02) and age (beta = -.19, p<.01) produced statistically significant results. While this study attempted to avoid methodological problems encountered in previous research, it nonetheless failed to identify robust and convincing relationships. Instead, it provided evidence that personality, as defined by the MBTI, does not provide significant predictive power regarding susceptibility to the exposure of advertisement efforts, as measured by recognition. Given the fundamental assumption that individuals differ in their responses to advertising, further research is necessary to determine the defining aspects of these differences. |
