Marketing Applications of Transactional Analysis: Some Empirical Support for Advertising

While considerable attention has been given in the literature to personality theory and its implications for advertising, to date, little progress has been recorded in effecting practice. This article focuses on a relatively new personality theory, transactional analysis (TA), and its potential for contributing to the solution of advertising problem situations. A pilot study was undertaken which yielded empirical evidence dealing with the application of TA to advertising media and message strategies.