Personalization of Recommendation for the Films Promotion: Testing the Hypothesis of Personality Traits and Cialdinis' Persuasion Principles Correlation

The transformation of the information society is one of the main factors which change the social system and personal, material and human qualities. This study aims to examine the rapidly growing information role as well as the widespread personalization of services and the individualization of goods. This paper analyzed the possibility of testing the methodology for determining the type of personality and persuasion strategies suitable for him for further formation of personalized communication message and verification of this connection on the film industry. The study also sought to identify consumer attitudes towards the promotion and to determine how this relationship affects consumer habits. The study was aimed at finding a new, effective way of personalizing various consumer services. The study tested the relationship between personality traits and persuasion strategies to investigate consumer behavior in decision-making. Since the film industry is a multi-tiered system which try to standardize the wishes of customers in order to achieve maximum economic efficiency. This study examined the possibilities of detailed and personalized approach to communication with the consumer. Although the film industry aims to provide a leisure component of human life, it also contributes to meeting spiritual needs. In this context, personalization aimed at particular aspect of the individual, which can awaken hidden desires, and persuasion strategies can help to their realization.