"The perfect gift for ISTJs!"
Don't you feel tempted to click when you see phrases like this?

KakaoTalk's gift platform recorded a 2x higher click-through rate with their MBTI campaign. Jeju Beer sold over 170,000 cans of their 'MaekBTI' product in just 5 days.

We're living in the golden age of MBTI marketing. Why are companies so obsessed with MBTI?

Today, we'll explore successful case studies, psychological secrets, and tips for being a savvy consumer.

💰 MBTI Marketing Success Stories

Let's look at the numbers that prove MBTI marketing's power.

Jeju Beer's 'MaekBTI'

Beer cans with MBTI alphabet letters printed on them. Combine 4 cans to create your own MBTI type.

The result? It tapped into the SNS certification craze and sold over 170,000 cans in just 5 days.

KakaoTalk Gift MBTI Campaign

A campaign recommending gifts tailored to each MBTI type's personality and preferences. The result? A 2x higher click-through rate compared to average campaigns.

Shinhan Card's 'SoBTI'

Using big data analysis, they applied the MBTI framework to spending patterns. They launched check cards with different benefits for Extroverts (E) and Introverts (I).

• Pick E Check: Points at photo studios, bowling alleys, restaurants
• Pick I Check: Points for Melon, YouTube Premium, online shopping

It received enthusiastic responses from Gen MZ.

Other Examples

• Samyang Foods: YouTube video "16 Types of Eating Buldak by MBTI" went viral
• Goobne Chicken: MBTI test for personalized menu recommendations
• Travel Industry: Staycation packages for I-types, music festival combos for E-types

🧠 Why Are We Drawn to MBTI Marketing?

The Barnum Effect and psychological principles are the real secrets.

The Barnum Effect: "Fortune-Teller Effect"

It's the psychological tendency to accept vague, general descriptions as uniquely applicable to ourselves. We easily identify with broad statements like "ISTJs are organized."

Research shows that higher MBTI usage strengthens the Barnum effect. This even influences our sense of identity.

Social Proof: The Urge to Follow

"The gift most chosen by ENFPs"
Why is this phrase so powerful?

It's the psychological tendency to make decisions based on others' choices. If others chose it, it must be trustworthy—that's what we think.

The Premium of Personalization

The feeling of receiving treatment "just for you" is powerful. It makes you perceive value beyond the actual price.

The result? Higher customer satisfaction↑, brand loyalty↑, purchase conversion↑

⚠️ The Dark Side of MBTI Marketing

It's fun, but blind faith is dangerous.

Lacks Scientific Foundation

MBTI is a self-report assessment. It has limitations in reliability and consistency.

The same person often gets different results when retaking the test.

Risk of Over-Generalization

Categorizing people into just 16 types is risky. It can't fully explain the complex and nuanced nature of human beings.

Experts worry about using MBTI as if it defines who people are.

Corporate Responsibility

MBTI should only be used as a fun element or reference indicator. It's important to avoid uncritical acceptance.

✨ Enjoying MBTI Marketing Wisely

MBTI marketing is more fun when you understand it.

Consumer Tips

Distinguish "just for you" from generic
Is it really a personalized recommendation, or does it apply to everyone? Think about it.

Use MBTI as a reference only
Make your final decision based on your own tastes and needs.

Don't get swept up in SNS validation
"Everyone's buying it, so I should too" is dangerous thinking.

Enjoy It Lightly

Treat it as a light, fun element rather than taking it too seriously. A casual "Wow, this is actually kinda accurate" is the perfect attitude.

🚀 Be a Smart Consumer

MBTI marketing is a powerful strategy leveraging the Barnum effect and personalization psychology. But it lacks scientific backing.

Enjoying it as mere entertainment is wise. Once you understand why you're drawn to it, you can consume more intelligently.

How do you react to MBTI marketing?
Have you ever made an impulse purchase because of it?