JOURNAL ARTICLE

What Psychological Targeting Can Do.

  • Published In: Harvard Business Review, 2023, v. 101, n. 2. P. 124 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Matz, Sandra 3 of 3

Abstract

The article focuses on psychological targeting, a marketing practice that uses data-driven insights into consumers’ personality traits—most commonly based on the Big Five (OCEAN) model—to tailor communications and influence behavior. It clarifies that psychological targeting is not a form of brainwashing but an effective tool for personalizing marketing, especially useful for engaging new customers and customizing messaging to individual motivations. The article emphasizes ethical considerations, advocating transparency, consumer consent, minimal data collection, and the integration of online and offline personalization to build trust and maximize mutual benefits. Examples include successful campaigns by Hilton Hotels and a beauty retailer, as well as socially responsible applications like encouraging savings or sustainable behaviors.

Additional Information

  • Source:Harvard Business Review. 2023/03, Vol. 101, Issue 2, p124
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2023
  • ISSN:0017-8012
  • Accession Number:161803468
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