Personality Factors and Resistance to the Manipulation of Advertising

Advertising messages stimulate the potential customers’ desires and train positive associations about the promoted product or company. The consumer's behavior has become a complex variable, and it is analyzed as a factor which influences the dynamics of the market and even its fluctuations.The current study aims to investigate the personality factors that interrelate with the manipulation of advertising, the personality factors that are involved in people's resistance or lack of resistance to the manipulation of advertising, as well as to obtain a modal profile of personality for those who can be manipulated through advertising and for those who cannot.