In recent years, the Myers-Briggs Type Indicator (MBTI) has gained substantial traction in marketing strategies, with brands utilizing personality types to establish a more personalized connection with consumers. Developed in the 1940s by the Myers mother-daughter duo based on Jung’s psychological type theory, MBTI categorizes personalities into eight types: E (extroversion) – I (introversion), N (intuition) – S (sensing), F (feeling) – T (thinking), P (perceiving) – J (judging).
The appeal of MBTI lies in its ability to swiftly categorize individuals, allowing for efficient interpersonal interactions. This categorization serves as a shorthand method for people to understand one another, thus saving time and energy in social interactions.
Dr. Wang Fang, a professor at Beijing Normal University’s Department of Psychology, underscores the popularity of MBTI, emphasizing its quick classification function in an era marked by rapid change and efficiency-focused dynamics. Individuals readily adopt MBTI labels to define themselves within the framework of these eight letters.
Marketing scholars have long recognized the potential of MBTI in predicting consumer behavior. Products and services that align with consumers’ personality characteristics and labels tend to attract greater interest. For instance, INTP consumers may lean towards logical, innovative, and high-quality products, while ESFJ consumers may prefer practical, humane, and socially responsible offerings.
While MBTI has been a topic of discussion on the domestic internet for years, it wasn’t until 2022 that it reached unprecedented popularity. Brands have capitalized on this trend, incorporating MBTI into their marketing strategies to engage with consumers.
An early example of this phenomenon is Panda Craft Brewing, which, published an article titled “What if Craft Beer also Tested MBTI.” The brewery applied MBTI to characterize and classify its products, lending a personified vividness to its beers. For instance, the “Good Times Pilsner” was classified as an ISTJ logistics personality, aligning with characteristics such as practicality and reliability. However, the brand explicitly noted at the end of the article that these classifications lack a scientific basis and are for entertainment purposes only.
In recent months, a new trend in MBTI marketing has emerged, shifting focus from the 16 personality types to the broader categories of “I people” and “E people,” representing introversion and extroversion, respectively. This trend capitalizes on the widespread acceptance of MBTI among young people, making “I” and “E” classifications increasingly prevalent in discussions and applications.
MBTI theory posits distinct personality differences between introverted (I) and extroverted (E) individuals. “I people” are characterized by independent thinking, a preference for solitude, and thought-oriented tendencies, while “E people” excel in social interactions, lean towards action-oriented behavior, and enjoy being around others.
Brands have begun amplifying the label characteristics of “I” and “E” people to target and engage specific consumer groups. These efforts aim to align products and services with the perceived consumption behaviors and habits associated with these personality types. For instance, brands recognize that “I people” may prefer a more reserved and independent consumption experience, while “E people” may seek interaction and social engagement during the consumption process.
In conclusion, the integration of MBTI into marketing strategies reflects a growing trend among brands to establish a more personalized connection with consumers. By associating products with specific personality traits, brands aim to create an emotional resonance with their target audience, ultimately enhancing consumer engagement and loyalty.
