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Personality Test Effect on Marketing in Digital Era: The Case of MBTI
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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
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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.
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Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies
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