Predicting the Personal Appeal of Marketing Images Using Computational Methods
Abstract
Images play a central role in digital marketing. They attract attention, trigger emotions, and shape consumers' first impressions of products and brands. We propose that the shift from one‐to‐many mass communication to highly personalized one‐to‐one communication requires an understanding of image appeal at a personal level. Instead of asking "How appealing is this image?" we ask "How appealing is this image to this particular consumer?" Using the well‐established five‐factor model of personality, we apply machine learning algorithms to predict an image's personality appeal—the personality of consumers to which the image appeals most—from a set of 89 automatically extracted image features (Study 1). We subsequently apply the same algorithm on new images to predict consequential outcomes from the fit between consumer and image personality. We show that image‐person fit adds incremental predictive power over the images' general appeal when predicting (a) consumers' liking of new images (Study 2) and (b) consumers' attitudes and purchase intentions (Study 3).
Additional Information
© 2019 Society for Consumer Psychology. Issue Online: 03 July 2019; Version of Record online: 07 March 2019; Accepted manuscript online: 30 January 2019; Manuscript accepted: 14 January 2019; Manuscript revised: 30 December 2018; Manuscript received: 12 April 2018. We thank John Rust, Michal Kosinski, Moran Cerf, Nader Tavassoli, and Gideon Nave for their critical reading of the manuscript. Accepted by Anirban Mukhopadhyay, Editor; Associate Editor, Andrew Stephen.Attached Files
Supplemental Material - jcpy1092-sup-0001-appendixs1.docx
Files
Name | Size | Download all |
---|---|---|
md5:3e849b6fd063b6277848ef7f8f086c32
|
29.7 kB | Download |
Additional details
- Eprint ID
- 97227
- Resolver ID
- CaltechAUTHORS:20190718-074925786
- Created
-
2019-07-18Created from EPrint's datestamp field
- Updated
-
2021-11-16Created from EPrint's last_modified field