What is Psychological Targeting?

Psychological targeting aims to identify and target consumers not only based on characteristics such as age, gender, and residence, but also on their psychological traits. It’s a powerful application of tailoring customers to their personality traits and is often based on a person’s digital footprint. In this targeting method, potential customers are identified based on their values, lifestyles, and personality types. This allows for the creation of deliberately targeted advertisements and content tailored to specific customers. Psychological targeting is built upon psychological models that can differentiate fundamental differences in how customers think, feel, and behave, the best known of which is Kosinski and Stillwell’s “Big Five Oceans” model. This model measures: openness, accountability and conscientiousness, extraversion, agreeableness, and neuroticism.

Three fundamental motivations drive human action are present in this model: 1. Performance motivation 2. Affiliation motivation 3. Power motivation. Personality types are identified through this test, and actions are taken accordingly. For example, the group called activators prioritizes innovation, consumer activity, and change, and they are the most open customer group to new ideas. The group called traditionalists focuses on preserving what they have; they like proven and established standards. In the group called achievers, hard work, status, and family are very important. The seeker group likes self-discovery, values ​​their individuality, and enjoys social interaction. Pragmatics like security and have low attachment to any particular lifestyle. Restricted people like the familiar and cling to the past. tercih ederler.