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Abstract
Recent years in health communication have witnessed a surge in personality‐based campaigns. These campaigns have focused on targeting individuals with messages based on personality profiles. This study extends this line of work by investigating the role of idiocentrism‐allocentrism in audience response to message appeals. In addition, the project introduces a situational framework, examining the effect of involvement on the relationship between audience personality and audience response to appeal types. Study results support the need for a personality‐based segmented approach.