Personality <scp>ASPECTS</scp> : A Novel Psychographic Model and Scale Integrating Traits, Values, and Motives for Psychological Targeting

ABSTRACT Psychological targeting refers to personalizing marketing communication based on consumers' psychological characteristics for increased persuasiveness. One of the primary mechanisms underlying such personalization effects is the creation of personal relevance by tailoring communication content to address individual consumer needs. While the concept of personality traits has dominated the field of psychological targeting, the concepts of motivational orientations and personal values have been suggested as potentially relevant aspects of personality that address consumer needs and thus show potential for personality‐based marketing communication. The present paper details the development and validation of a novel psychographic model and scale for psychological targeting that captures the marketing‐relevant essences of personality traits, values, and motives in a consolidated and comprehensive yet parsimonious way. The resulting model was labeled Personality ASPECTS, which also forms the acronym for its seven dimensions: Affiliation, Stimulation, Power, Emotion, Cognition, Thriving, and Safety. The developed scale demonstrates solid psychometric properties, including predictive validity in the context of advertising.