The effect of personality traits on users’ attitudes to online advertising

• Main Author: Μπαλάσκας, Στέφανος
• Other Authors: Balaskas, Stefanos
• Language: English
• Published: 2021
• Subjects: HEXACO; Human-computer Interaction; Eye-tracking; Αλληλεπίδραση ανθρώπου-υπολογιστή; Ανίχνευση ματιών

The subject of this dissertation is the study of the effect of personality traits on the attitude of users towards online advertising. Utilizing and analyzing personality traits and examine possible correlations between these traits and their influence on consumers’ buying behavior is of great impor...