The Relationship Between Generation Z’s Myers-Briggs Personality Types and Marketing Communication

Xinmiao Yu

doi:10.54254/2753-7064/7/20230899

Research Article

Open access

Published on 31 October 2023

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Yu,X. (2023). The Relationship Between Generation Z’s Myers-Briggs Personality Types and Marketing Communication. Communications in Humanities Research,7,274-283.

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The Relationship Between Generation Z’s Myers-Briggs Personality Types and Marketing Communication

Xinmiao Yu *^,1,

¹ The New School

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2753-7064/7/20230899

Abstract

As Generation Z (Gen Z) becomes the largest consumer group worldwide, understanding their characteristics and personalities is crucial for future marketers. This research paper investigates the influence of Gen Z’s personality, as measured by the Myers-Briggs Personality Types (MBTI), on various forms of marketing communication. The study was conducted with both quantitative and qualitative methods. 80 Gen Z participants whose MBTI types were determined to provide insights into their preferences for different types of marketing communication, the significance of effective marketing communication for different MBTI types, and whether personality would impact purchasing decisions. The study shows that there are significant differences in the preferred types of marketing communication among MBTI types. Certain types have a stronger preference for specific forms of marketing communication. Additionally, the research suggests that effective marketing communication is essential to Gen Z consumers with specific MBTI types. Lastly, the study finds that personality traits can indeed influence purchasing decisions.

Keywords

marketing, communication, personality type, Generation Z, purchasing behavior

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References

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Cite this article

Yu,X. (2023). The Relationship Between Generation Z’s Myers-Briggs Personality Types and Marketing Communication. Communications in Humanities Research,7,274-283.

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 4th International Conference on Educational Innovation and Philosophical Inquiries

Conference website: https://www.iceipi.org/

ISBN：978-1-83558-037-0(Print) / 978-1-83558-038-7(Online)

Conference date: 7 August 2023

Editor：Enrique Mallen, Javier Cifuentes-Faura

Series: Communications in Humanities Research

Volume number: Vol.7

ISSN：2753-7064(Print) / 2753-7072(Online)

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