What Lies Behind MBTI's Popularity?

Explore the significance and implications of the MBTI personality test craze.

What Lies Behind the Viral MBTI: Unraveling Its Significance

In 2023, MBTI personality tests took the internet by storm, becoming a hot topic of discussion and a social phenomenon. People are constantly asking, 'What's your MBTI type? Are you an i-person or an e-person?'

The MBTI system, short for Myers-Briggs Type Indicator, is based on Carl Jung's personality theory. It consists of four pairs of opposite traits: Introversion (I) vs. Extraversion (E), Sensing (S) vs. Intuition (N), Thinking (T) vs. Feeling (F), and Judging (J) vs. Perceiving (P). These combinations result in 16 distinct personality types.

Data shows that in the second quarter of 2023, the topic of #MBTI saw a massive 4239.67% increase in views. On platforms like Xiaohongshu, topics related to MBTI, such as #MBTI16TypePersonalities, have amassed a staggering 710 million views.

The Appeal of MBTI

Identity Quest in a Digital Age

With the fast-paced lifestyle and mounting social pressure, many young people today experience social difficulties. Terms like 'online extrovert, offline introvert' and 'looking down to avoid greetings' have become self-deprecating remarks. In this context, MBTI taps into the emotional and social states of young people. It has become a new form of 'folk belief', influencing social habits and lifestyles. Online platforms are abuzz with discussions about MBTI personalities, and the creation and spread of memes have added fun and social aspects to it.

For many, MBTI serves as a bridge between their inner world and the external environment, providing a way to 'define oneself' through light-hearted and interesting labels.

MBTI as a Brand Opportunity

Brands are also capitalizing on the popularity of MBTI.

Example 1: Hu Shang Auntie x Little Bear Bug

During the back-to-school season, Hu Shang Auntie, a popular milk tea brand, collaborated with the emoji IP Little Bear Bug. Using MBTI as an entry point, they launched an activity on seamless switching between i and e personalities. They also推出了限定包装周边，adding interactivity and fun to the campaign.

Example 2: Taobao Jiyoujia

Taobao Jiyoujia, a home decoration O2O platform, released the '16 Personality Home Decoration Guide'. By combining MBTI with home design, they offer customized home decoration styles for different personalities, allowing users to explore their consumption preferences.

Example 3: Mentholatum

Mentholatum collaborated with the popular emoji Liu Xiaoya to推出 MBTI 'Acne Personality Test'. This approach uses a cute image to present acne in a relatable way and educate consumers about the relationship between acne location and causes.

The Pros and Cons of Personality Tests

For Brands

The brand personality model, as proposed by American scholars Margaret Mark and Carol S. Pearson, categorizes personalities into four types: independent, controlling, subordinate, and stable. Brands that align with consumers' personality traits can create a sense of belonging and intimacy, leading to increased brand loyalty and sales. For example, Nike is seen as a hero in the controlling personality category, with its 'just do it' slogan and efforts in公益活动 and sports building.

For Users

However, there are concerns. The accuracy of MBTI tests is questionable. The Barnum effect explains that people may over-interpret the vague descriptions of MBTI and see them as individualized accuracy. Moreover, relying too much on MBTI can lead to cognitive biases and self-labeling. Users should view personality tests as tools and not be limited by them.

In conclusion, while MBTI has its charm and uses, both users and brands need to approach it with objectivity and caution, avoiding being overly influenced by it and finding their unique values and marketing strategies respectively.