No similarity attraction effect of ads on the ambivert, but interaction effect between ads and product personalities

The use of smartphones is growing rapidly in daily life, with various applications such as social network services, Internet access, games, and navigation. It is essential to develop customized services that are specifically designed for individual user characteristic in order to meet the demands of users. Effective interaction between individual personalities and mobile devices has been extensively studied. The majority of research has conducted various experiments with introverts and extroverts whose personality can be clearly identified. However, there is a lack of research on ambivert people, who have neither introverted nor extroverted personality traits. This paper examines an efficient method to present an advertisement on a smartphone for ambivert people. A 2 by 2 by 2 experiment regarding participant personality (more-introverted ambivert vs. moreextroverted ambivert), product personality (introvert vs. extrovert), and advertisement personality (introvert vs. extrovert) was carried out to investigate participants' attitude on smartphone advertisements. The results show that the similarity attraction effect between a participant and an advertisement personality is negated by ambiverts. However, the similarity attraction between a product and an advertisement is still found in ambiverts. This study implies that smartphone advertisements need a more sophisticated advertising strategy for ambiverts.