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I Am, Therefore I Buy - Measuring How Personality Influences Consumer Preferences in a Digital Age

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If you have a question about this talk, please contact Megan Sim.

“Marketing 2.0” symbolises a two-way exchange of information between consumers and a brand. Driven by the increasing commoditisation of information and the big shifts in consumer behaviour, marketers today must explore novel ways of leveraging consumer information. One such source of information is consumer personality. This talk will demonstrate how LikeAudience (a breakthrough research and marketing tool developed in Cambridge) provides a daring, new approach that unites Big Five personality trait scores and consumer preferences. Specifically, LikeAudience produces detailed psycho-demographic profiles of brands and products that consumers “Like” on Facebook. Drawing on examples from the car and software industry, this talk will address how LikeAudience can reach insightful conclusions on online and offline consumer preferences. The implications for marketers, consumers and psychologists are also explored in this talk.

This talk is part of the Social Psychology Seminar Series (SPSS) series.

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