Personality Test Effect on Marketing in Digital Era: The Case of MBTI

Research Article
Open access

Personality Test Effect on Marketing in Digital Era: The Case of MBTI

Zhanwen Zhu 1*
  • 1 Rutgers University    
  • *corresponding author zz399@scarletmail.rutgers.edu
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/14/20230830
AEMPS Vol.14
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-71-3
ISBN (Online): 978-1-915371-72-0

Abstract

Personality test such as MBTI (Myers-Briggs Type Indicator) has started to become a viral topic lately that have brought up the trend of personality test worldwide. At the same time, it also has the assignable influence on the aspect of marketing especially in this digital era. This article describes how to evaluate the skyrocketing of the popularity of “MBTI” test by researching and analyzing the key word for the on Google trend. Also, this article also utilizes the comparing method of each personality to emphasize the importance of this trending in the perspectives of marketing in this digital era. Furthermore, this article illustrates the underlying reasons of this trending impact marketing by referring other theories such as the Barnum Effect. Finally, this article concludes that besides the idea that personality tests such as MBTI can increase the effectiveness and efficiency of marketing by allowing marketers gain better understanding about their targeted customers, they can also utilize this concept by creating the viral and trending topics which open a new market with their derivative products or even the memes that could be prevalent nowadays, especially while those younger generation socializing with each other. The significance of this study is to not only explain this personality test concept, but also to demonstrate how marketers can utilize it so that enable them to improve the effectiveness and efficiency of segmentation. In addition, this article also reveals the idea that how people’s daily life is being affect by the label of different personalities unconsciously.

Keywords:

personality test, marketing, digital era, MBTI

Zhu,Z. (2023). Personality Test Effect on Marketing in Digital Era: The Case of MBTI. Advances in Economics, Management and Political Sciences,14,235-240.
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References

[1]. Frank James Channel. Retrieved from Youtube: https://www.youtube.com/c/FrankJamesChannel. (n.d.).

[2]. MBTI inside. Retrieved from mydramalist: https://inf.news/en/entertainment/eebc4dac8e022eac4e568133e1b593b6.html. (n.d.).

[3]. Cherry, K. How the Myers-Briggs Type Indicator Works. Retrieved from Verywellmind:,https://www.verywellmind.com/the-myers-briggs-type-indicator-2795583. (2022, July 28).Author, F.: Contribution title. In: 9th International Proceedings on Proceedings, pp. 1–2. Publisher, Location (2010).

[4]. Jiesoo Kim, M. J. The Trend of Personality Tests – The Reliability of MBTI. Retrieved from fisherald: https://fisherald.com/the-trend-of-personality-tests-the-reliability-of-mbti/.(2020, December 14).

[5]. GoogleTrends. Retrieved from trends.google: https://trends.google.com/trends/explore?date=2020-08-28%202022-09-28&geo=US&q=mbti. (n.d.).

[6]. Dinsdale, C. Marketing and Myers-Briggs. Retrieved from hearststorystudio: https://www.hearststorystudio.com/blog/marketing-and-myers-briggs.(2022, January 22).

[7]. Mowen, S. HawkPartners. Retrieved from Leveraging the MBTI to Optimize Mass Strategic Communications: https://hawkpartners.com/strategic-communications/leveraging-myers-briggs-insights-to-optimize-strategic-communications/.(n.d.).

[8]. Vohs, J. W. Barnum Effect. Retrieved from https://www.britannica.com/: https://www.britannica.com/science/Barnum-Effect. (2016, August 1).

[9]. Wuyue Chen, Y. C. pingwest. Retrieved from MBTI personality test became popular: "super accurate" or "pseudoscience"?: https://www.pingwest.com/a/267735. (2022, July 28).

[10]. Callis, C. Are you overmarketing? Retrieved from ecallis: https://ecallis.com/insights/general/are-you-overmarketing/#:~:text=In%20other%20words%2C%20Overmarketing%20is,can%20get%20the%20need%20filled. (2017, June 22).

Cite this article

Zhu,Z. (2023). Personality Test Effect on Marketing in Digital Era: The Case of MBTI. Advances in Economics, Management and Political Sciences,14,235-240.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-71-3(Print) / 978-1-915371-72-0(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.14
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Frank James Channel. Retrieved from Youtube: https://www.youtube.com/c/FrankJamesChannel. (n.d.).

[2]. MBTI inside. Retrieved from mydramalist: https://inf.news/en/entertainment/eebc4dac8e022eac4e568133e1b593b6.html. (n.d.).

[3]. Cherry, K. How the Myers-Briggs Type Indicator Works. Retrieved from Verywellmind:,https://www.verywellmind.com/the-myers-briggs-type-indicator-2795583. (2022, July 28).Author, F.: Contribution title. In: 9th International Proceedings on Proceedings, pp. 1–2. Publisher, Location (2010).

[4]. Jiesoo Kim, M. J. The Trend of Personality Tests – The Reliability of MBTI. Retrieved from fisherald: https://fisherald.com/the-trend-of-personality-tests-the-reliability-of-mbti/.(2020, December 14).

[5]. GoogleTrends. Retrieved from trends.google: https://trends.google.com/trends/explore?date=2020-08-28%202022-09-28&geo=US&q=mbti. (n.d.).

[6]. Dinsdale, C. Marketing and Myers-Briggs. Retrieved from hearststorystudio: https://www.hearststorystudio.com/blog/marketing-and-myers-briggs.(2022, January 22).

[7]. Mowen, S. HawkPartners. Retrieved from Leveraging the MBTI to Optimize Mass Strategic Communications: https://hawkpartners.com/strategic-communications/leveraging-myers-briggs-insights-to-optimize-strategic-communications/.(n.d.).

[8]. Vohs, J. W. Barnum Effect. Retrieved from https://www.britannica.com/: https://www.britannica.com/science/Barnum-Effect. (2016, August 1).

[9]. Wuyue Chen, Y. C. pingwest. Retrieved from MBTI personality test became popular: "super accurate" or "pseudoscience"?: https://www.pingwest.com/a/267735. (2022, July 28).

[10]. Callis, C. Are you overmarketing? Retrieved from ecallis: https://ecallis.com/insights/general/are-you-overmarketing/#:~:text=In%20other%20words%2C%20Overmarketing%20is,can%20get%20the%20need%20filled. (2017, June 22).

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