Chapter 5
Individual differences
“Always remember that you’re unique. Just like everyone else.
ALISON BOULTER
Personalisation
When it comes to persuasion (especially on a larger scale), one of the key problems businesses face is the sheer size and heterogeneity of their target audience. If your customers have a wide variety of needs, goals and preferences, it can make a one-size-fits-all approach pretty tricky,1,2 which is why so many companies personalise their marketing materials by addressing their customers by name, or serving content relevant to past behaviours.3
Although behaviourally targeted ads often have a positive effect on purchase intention, there can be a hidden cost to this approach, particularly when it comes to more invasive ...
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