Abstract

New digital technologies have changed the way brands and companies interact with customers. One of the main advantages of this evolution is the availability of huge amounts of user data, which through the use of Artificial Intelligence, allow the creation of 1-to-1 marketing strategies and the delivery of personalized offers, content, and messages. However, this process is still based on objective and factual data, such as socio-demographics and purchases, and does not consider the «human side» of customers – whose knowledge is what makes human communication so powerful. In this research, we show how understanding the psychology of insurance customers – through a personality trait called «locus of control » – can enable tailor-made, more effective communications.