An Investigation into How Personality Traits Shape Perceptions and Response Toward Inclusive Advertising: A Comparison Between Monoethnic and Multiethnic Environments

Abstract

This study examines how personality traits, specifically the Big Five and Dark Triad, influence perceptions and responses to inclusive advertising by comparing monoethnic and multicultural environments (Korean and the United States). Using the lavaan package in R, path analysis results (N = 589) indicated that agreeableness, conscientiousness, and openness positively influence perceptions of inclusivity, whereas neuroticism and psychopathy exert negative effects. The influences of the Big Five traits are generally stronger among Korean consumers compared with their American counterparts. By contrast, among the Dark Triad traits the influence of psychopathy is greater among American versus Korean consumers. The research highlights the significant roles that personality traits and cultural contexts play together in shaping consumer responses to inclusive advertising.