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We are Big Idea Hunters…

We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

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How Advertisers Appeal to Your Personality

June 10, 2012, 2:00 PM

What's the Latest Development?

New research suggests that messages which appeal to an individual's personality traits are better received than ones which focus on age or demographics, the conventional metrics used by advertisers. Based on five personality traits (agreeableness, extraversion, emotional stability, openness to experience and conscientiousness), researchers found that "each trait is associated with certain attitudes, for example the open individual tends to value intellectual pursuits, while the agreeable person values a sense of belonging." In the experiment, individuals were asked to rate the effectiveness of a series of advertisements. 

What's the Big Idea?

Researchers found that the effectiveness of every advertisement increased when the message was tailored to the sympathies of different personality types rather than to demographic categories. Galen Bodenhausen of the Kellogg School of Management at Northwestern University, pointed out that the research has wider implications: "Personality-based message design may be useful not only for advertisers, but also for fostering any number of outcomes, from health promotion to civic engagement, to environmental responsibility."

Photo credit: Shutterstock.com




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