Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Selvakumar, J. Joshua; Ravi, Shilpa Sarvani; Sampath, Bharath; Suganya, G. Title A name given to the resource Trait-Driven Persuasion: Investigating the Role of Personality in Shaping Advertising Effectiveness Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Journal of Behavioural Sciences;Volume;36;Issue;1;pp.5-29 Identifier An unambiguous reference to the resource within a given context <a href="https://www.scopus.com/pages/publications/105029743306?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105029743306?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Selvakumar J.J., Christ University, Bangalore, India; Ravi S.S., Christ University, Bangalore, India; Sampath B., Jain University, Bengaluru, India; Suganya G., Kumaraguru College of Liberal Arts and Science, Tamil Nadu, Coimbatore, India Description An account of the resource This study examines how the Big Five personality traits influence consumer responses to different advertising appeals persuasive, rational, emotional, humour, and fear. A descriptive research design with snowball sampling was used to collect data from individuals (n = 120). Standardized self-report questionnaires were administered, including a demographic information form, a Big Five personality measure (assessing extraversion, agreeableness, conscientiousness, neuroticism, and openness), and scales evaluating perceived effectiveness of five advertising appeals; overall internal consistency was acceptable for exploratory research (Cronbachs ? = .65). Correlation analysis and structural equation modelling (SEM) were conducted. Results reveal distinct associations: agreeableness aligns with humour appeal, neuroticism with emotional and fear appeals, conscientiousness with rational and persuasive appeals, extraversion with fear appeal, and openness with humour appeal. These findings contribute to personality-driven marketing research by providing empirical evidence on how individual differences shape advertising effectiveness. The study highlights implications for advertisers seeking to design targeted and psychologically congruent campaigns based on personality segmentation. Advertisers can apply personality-driven segmentation to design psychologically congruent campaigns. 2026, Institute of Applied Psychology, University of the Punjab Quaid-eAzam Campus. All rights reserved. Subject The topic of the resource Advertising appeals; big five; consumer psychology; persuasion Publisher An entity responsible for making the resource available Institute of Applied Psychology, University of the Punjab Quaid-eAzam Campus Relation A related resource ISSN: 10289097; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online