The number of studies reporting on the efficacy of personalizing grows.
Commendably, the researchers leading this latest study went beyond merely asking participants about the effectiveness of messaging, and added something of a behavioral component in inviting participants to sign up to receive more information on organ donation. Around 15 percent of their sample did so — about 150 people. It might have been interesting to see which personality variables were more highly represented amongst this 15 percent, and which messaging had been most effective.
For better or worse , it would be unwise to think personalization of campaigns is not here to stay. Just how ubiquitous and intrusive, and most importantly, how effective, it will be, remains to be seen.
Graham, J., Haidt, J., Koleva, S., Motyl, M., Iyer, R., Wojcik, S., & Ditto, P. . Moral foundations theory: The pragmatic validity of moral pluralism. Advances in Experimental Social Psychology, 47, 55-130. doi:10.1016/B978-0-12-407236- 7.00002-4 Mobayed, T.; Sanders, J.G. Moral Foundational Framing and Its Impact on Attitudes and Behaviours. Behav. Sci. 2022, 12, 118.
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