Similarity attraction effects in mobile advertisement: Interaction between user personality and advertisement personality

Personality is an essential feature for social interaction that contributes to person´s preference to products. In this paper, using M-CID(Multimedia Caller-ID) in mobile advertisement, the similarity attraction effect between user and ads personalities is examined. A 2 (M-CID advertisement personality: introvert vs. extrovert) by 2 (participant personality: introvert vs. extrovert) experiment is carried out to investigate user´s attitude on advertised product. The results show that the introverted users are more likely to prefer the introverted ads, whereas the extroverted users are more likely to prefer the extroverted ads. These similarity attraction influences on the user´s attitudes on the product. Our results suggest an advertisement strategy for mobile phone applications.